Since the early 1990s, we’ve been creating award-winning anti-tobacco magazines and unique interactive tobacco prevention programs for schools in provinces across Canada. The magazines use hard-hitting images and clear fact-based infographics to show the true cost of using tobacco, and the interactive programs invite youth to participate – without the preaching. Schools get materials for a comprehensive lesson on what makes great social marketing tobacco programming material, including background information, anti-tobacco publications, and a DVD compilation of award-winning anti-tobacco ads from around the world. Students vote for the best ad, schools submit their results, and these are gathered and posted in province-wide ad buys. Teachers give the program rave reviews every year, and students appreciate being allowed to decide for themselves.
Results: The program has received numerous awards and enthusiastic support from teachers. Since the launch of the program, smoking among youth shows a steady decline in BC and other provinces.