Tobacco Quit Program Aimed at Young Adults

Posted by Caitlin Bronson on January 16, 2012 8:01 AM

A new tobacco cessation program from the Canadian Cancer Society, called Break It Off, will use new digital campaigning techniques funded by Health Canada to help a certain sector of Canadians kick the habit. Led by the Society's free cessation service - Smokers' Helpline - the campaign is aimed at young adults, age 19-29, who have the highest smoking rate in the country.

"The Government of Canada is proud to support the Canadian Cancer Society in encouraging and enabling young adults to quit smoking," said the Honourable Leona Aglukkaq, Minister of Health. "Overall smoking rates have dropped significantly in recent years, but rates among young adults aged 20 to 24 remain well above the Canadian average. This is why Health Canada is supporting this important project, which will use the strength of social media to help reduce tobacco use among this priority demographic."

The Break It Off campaign uses a "breakup" metaphor, comparing quitting smoking with ending a romantic relationship, in order to provide support and encourage young Canadians to "break up" with their smoking addiction. The campaign's website, BreakItOff.ca, guides the user through the challenging stages of ending an unhealthy tobacco relationship: getting it over with, staying split up and moving on with life.

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