Quit4life

Campaign Description

Since 1992 Health Canada has helped teenagers quit smoking through the distribution of the Quit 4 Life kit - a free smoking cessation kit that teens could order through a 1-800 line. In February 1998, after five years of success with the kit, Health Canada introduced its first fully interactive smoking cessation Quit 4 Life Web site.

The Quit 4 Life Web site presents the user a choice of four unique stories about teens encountering different obstacles as they try to quit smoking. Since experts stress the importance of interaction, users have the opportunity to chat with others online about their concerns. The Quit 4 Life site offers positive, realistic and supportive advice and does not attempt to reduce the difficulties associated with quitting smoking.

In partnership with the Canadian Lung and Dental Associations, the Web site was promoted through banner ads on popular teen Web sites, through magazine ads in Tribute, Watch, Accés Jeune and 7 Jours, and through the "Challenge to Youth" advertisements airing on Much Music, Musique Plus, YTV, and the national networks.

Summary Information