AHS Letterhead

TOBACCO CESSATION – SPRING CAMPAIGN “KEEP TRYING” March 24 - April 20, 2014 CAMPAIGN BACKGROUND

Staff Communiqué

Ongoing marketing presence for our provincial tobacco cessation services continues to be a priority for the Tobacco Reduction Program. The creative concept and target population was developed in partnership with the Tobacco Reduction Program, Health Marketing, and our contracted marketing agency DDB. This is the second provincial media buy for this campaign (the first taking place in March 2013), and will focus on AlbertaQuits.ca and the Facebook and Twitter accounts. Through the AlbertaQuits website, the public can access our telephone helpline, QuitCore groups, e-quit tips, texting quit tips, ask the expert, community forums, and the Facebook, YouTube, & Twitter accounts. This campaign focuses on single women aged 25-44, with the media taking place in both rural and urban settings. Acknowledging relapse is a core message of this campaign, inspiring and empowering women to keep trying on their cessation journey, even if they have tried before and have not been successful. Keep trying and double your chances for success with the help of AlbertaQuits. The Tobacco Reduction Program has worked extensively with the agency around the concepts of addiction and relapse to create messaging that is positive, light, and relatable to this population. Focus testing of this campaign has indicated that we have reached our goal, and it has been very positively received.

CAMPAIGN COMPONENTS Tactics for this campaign include: - Themed posters, featuring 3 different situations where women may find themselves searching for their “right fit”, making the comparison that quitting smoking is a journey and if you keep trying you are more likely to have success. Keep trying with AlbertaQuits.ca - a radio spot, with a catchy jingle encouraging women to keep trying, and double your chances of success with AlbertaQuits.ca; and - Online story boards that mimic the situations of the posters

PLANNED MEDIA Purchased media will take place province wide through radio spots, online advertising, and poster placement. Radio (March 24 – April 20, 2014) - North Zone, 18 Stations - Edmonton Zone, 7 Stations - South Zone, 7 Stations

- Calgary Zone, 10 Stations - Central Zone, 12 Stations

Poster Placement (March 24 – April 20, 2014): - Restaurant/Bar Bathroom o Calgary, Edmonton, Fort McMurray, Grande Prairie, Lethbridge, Medicine Hat, and Red Deer. -

Health/Fitness Clubs, and Women’s Retail Change Rooms o Calgary, Edmonton

Online Advertising (March 24 – April 20, 2014) - Will take place on a variety of women focused sites, including targeted Facebook placement.

ADDITIONAL REACH The 3 themed posters are also available for order through our regular online resource order catalog (albertaquits.ca). The posters are available in both 13x17 and 8.5x11 sizes.

QUESTIONS? If you would like more information regarding this campaign, or have any questions or comments, please contact: Tobacco Reduction Program – 780-422-1350 – [email protected]. If you receive any inquires from your local media regarding this campaign, please direct the questions or request to: Heather Kipling, Communications Advisor – 403-341-8687 - [email protected]