Proud to Quit Smoking

Jorgensen Designs was awarded the role of campaign designer for the first quit smoking campaign in North America which targets the GLBTQ community. In Vancouver, BC, the multimedia campaign was project managed by Stephen Rodrozen. The project was conceived by Gay West and funded by Vancouver Coastal Health and Health Canada. It took six months and included a post-campaign marketing research survey on its efficacy. The most effective way to attract the attention of the audience, while avoiding stereotypes, is to photograph influencers from the community. Since the LGBTQ community is small enough, and mostly in the West End where the campaign was advertised, the influencers were recognizable and lent their credibility to the campaign. Using a 'gay voice' — one which employs a self-effacing humour — put a smile on the faces of the audience, making them open to reading about a serious and challenging topic. Health Canada stated, "Proud to Quit Smoking is one of the most effective campaigns we have ever sponsored." Please continue viewing this campaign: https://www.jorgensendesigns.ca/portfolio/items/ptq2