Health Canada - Customer Case Study

The Canadian government took a stand when they passed a law requiring all Canadian cigarette and tobacco packaging to include graphic warning labels. Kaldor was hired as the studio to conceive of, and produce the Government anti-smoking packaging, as well as a campaign to promote the launch of initiatives. Years after the law was past, research indicates the packaging strategy far exceeded expectations. Tobacco product sales dropped dramatically within the first year. Among people who attempted to quit, 38% indicated the labels influenced their decision. The Museum of Modern Art proclaimed the labels masterpieces of design.