How can we encourage “non-smokers” to quit smoking?
Collaborative Change have been working in close partnership with the Ontario Ministry of Health (MoH) and BBDO to design behaviour change communications for a particularly hard to reach group, young social smokers.
As well as providing invaluable audience insights that were used to guide communications, the co-creation phase of the Collaborative Change process revealed a key challenge for the project, “how can we encourage people who don’t identify themselves as smokers, to quit smoking?