Tobacco: Challenge to Youth

Campaign Description

"Challenge to Youth" was a contest that invited teenagers from across Canada to "Give us your best take on smoking" through displays in Cineplex Odeon and Empire theatres, and in Future Shop. Teens were asked to submit a 20-second message on how smoking affected them by calling a toll-free number between the beginning of March and the end of April 1997. More than 19,000 calls were received, of which 10,278 valid entries were considered. With the assistance of a panel of young judges, ten winners were selected from five regions across Canada to give their message about smoking in a professionally produced Health Canada commercial. English and French ads were aired in partnership with Much Music, Musique Plus, and in Cineplex Odeon and Empire Theatres across the country.

Research Monitoring and Evaluation

According to research results, the ads that aired in Cineplex Odeon theatres during June and July 1997 were some of the most successful theatre campaigns the company had ever run. In July 1997, Health Canada conducted a series of 200 interviews with teenagers leaving Cineplex Odeon movie theatres where the commercials had been screened. Total recall level was 81 per cent -- higher than prior in-theatre commercials by Coca-Cola (75 per cent total recall) or Nike (74 per cent total recall).

Results from surveys on the ads, which ran on TV were positive and showed a high level of recognition. Over 81 per cent of respondents indicated that the ads were the best anti-tobacco ads that they had ever seen.

Summary Information