SUE LOVE
copywriter, strategic & creative consultant

Smokers' Help Line wanted let Nova Scotians know they were available to help smokers quit, regardless of any preconceived notions those smokers might have of what calling a help line entails. Research showed that people didn't want to get too touchy-feely with telephone counsellors. They didn't want to be nagged into quitting and they weren't going to be scared into quitting. 

 

The campaign consisted of print advertising, transit shelters, a radio campaign, posters that were used in workplaces around the province and stickers that showed up on paycheque envelopes.