Everyone knows that smoking stinks, but what happens when that stink is covered up by a range of your favourite fruity flavours? For this year’s National Non-Smoking Week, the Canadian Cancer Society has its sights leveled at flavoured tobacco, which often has the perception of being less harmful than regular cigarettes, despite studies showing they are often a gateway to normal smokes, especially among young people.

In print ads developed by Rethink, normal looking organs are presented with almost cheery-looking growths, showing that wrapping a carcinogen in a fun package still brings the same side effects. There is also a TV spot, which shows that flavoured tobacco is also just as likely to land you on a surgeon’s table. We’ll have to disagree with the doctors in the spot: a tumor is gross, even if it smells like strawberry.

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Credits:

Brand: Canadian Cancer Society
Agency: Rethink

PSA

Creative Director: Ian Grais / Chris Staples / Nicolas Quintal
Art Director: Nicolas Quintal
Writer: Max May
Broadcast Producer (in house): DW
Production Company: Suneeva
Director: Michael Schmidt
Editor: Don Macdonnell
Director of photography: Brendan Steacy
Line Producer: Mary Ann Tevin
Post Production House: Post Pro Media
Audio House: Wave Productions
Producer (Audio House): John Pearson
Engineer: Craig Zarazun
Account Services: Solomon Gauthier
Content Strategist: Leah Gregg
Client: Lisa Hurlbutt / Katherine Koyko

Print

Creative Director: Ian Grais / Chris Staples / Nicolas Quintal
Art Director: Nicolas Quintal
Writer: Max May
Print Producer: Scott Russell
Retoucher: The Orange Apple
Studio Artist / Typographer: Jonathon Cesar
Account Services: Solomon Gauthier
Content Strategist: Leah Gregg
Client: Lisa Hurlbutt / Katherine Koyko