UNSMOKE CANADA
This print campaign was created for Unsmoke Canada, an initiative that advocates for a smoke-free future by encouraging Canadians to quit smoking or reduce tobacco-related harm. Their messaging focuses on awareness, education, and promoting healthier choices.
The campaign uses bold visuals and clear, impactful storytelling to capture attention and prompt reflection. Each ad delivers a strong message about taking steps toward a healthier life, using simple but striking imagery to communicate the importance of “unsmoking” for a better future.
Unsmoke Canada is an initiative of Rothmans, Benson and Hedges Inc. It's brought to you by the world's largest manufacturer of cigarettes, Philip Morris International.
The company aims to completely stop selling cigarettes and to behold a smoke free Canada by 2035.
“The best thing is not to start smoking or to quit altogether if you are," says Peter Luongo, Rothmans, Benson & Hedges.
Tone
Simple, intense, emotional
Visual Pairing
Cigarette & Blood
Rationale
This ad uses stark, visceral imagery—a cigarette dripping blood—to deliver a clear and immediate warning about the deadly consequences of smoking. The simplicity of the visual makes the message unavoidable, while the emotional impact helps break through viewer complacency. The slogan strengthens the call to action, and the hashtag encourages sharing and conversation beyond the print ad.
