Ontario Ministry of Health & Long Term Care 

Ann Byberg, Premier's Office - Executive Director, Marketing
Richard Mutton, Sr. Communications Advisor
Monique Zarry, MOH Communications & Marketing Division - Manager, Marketing Communications

BBDO Toronto *Lead Agency

Todd Mackie, SVP, Chief Creative Officer
Denise Rossetto, SVP, Chief Creative Officer
Chris Booth, VP, Associate Creative Director
Joel Pylypiw, VP, Associate Creative Director
Jennifer Jones, VP, Group Account Director
Paul Forrest, Account Director
Dave Lembke, Executive Producer

Hidden Trail Media

Rooster Post

Cylinder Sound

Smoking cessation programs in Canada span from scare tactics on packages to superficial “You Can Do It” campaigns. And yet many adult smokers continue their habit, resistant to these messages. It takes on average 30 attempts to quit and research showed us that habitual smokers that tried to quit before and were embarrassed by their failure. So, we set out to change this by embracing failure. We welcomed the reality that attempts to quit smoking are likely to fail, but that’s okay – it’s how you quit.