Case Study: Canadian Cancer Society empowers smokers to quit with Art & Science Group's #IamQuitting campaign

Canadian Cancer Society inspires smokers to quit with Art & Science’s year-long #IamQuitting campaign

The Canadian Cancer Society sought to reframe the challenge of quitting smoking, moving away from pressure to a more positive and supportive approach. The vendor, Art & Science Group, employed an integrated marketing campaign to address this challenge.

Art & Science implemented the #IamQuitting campaign, which utilized motivational interviewing and community-driven messaging across out-of-home, social media, radio, and digital ads. This solution created a supportive social community for people to share milestones, successfully empowering smokers across Canada. The vendor, Art & Science Group, helped foster a community that participants credited with giving them the strength to quit and not restart.

Canadian Cancer Society