{"id":2617,"date":"2025-01-17T15:27:05","date_gmt":"2025-01-17T20:27:05","guid":{"rendered":"https:\/\/macadam.ws\/projects\/semaine-pour-un-quebec-sans-tabac-2025\/"},"modified":"2025-03-25T10:21:55","modified_gmt":"2025-03-25T14:21:55","slug":"quebec-tobacco-free-week-2025","status":"publish","type":"projects","link":"https:\/\/agencemacadam.ca\/en\/projects\/quebec-tobacco-free-week-2025\/","title":{"rendered":"Quebec Tobacco-Free Week \u2013 Advertising campaign"},"content":{"rendered":"    <section class=\"wysiwyg || section\">\n        \n<span ><\/span>                    <div class=\"wrapper || lg:grid-col\">\n                <div class=\"wysiwyg-container || lg:col-start-2 lg:col-span-8\">\n    <p><span class=\"big-text\">With over 1.3 million smokers in Quebec and thousands of deaths attributed to tobacco every year, the fight against this public health epidemic remains essential. For the 2025 edition, the 48th Week for a Tobacco-Free Quebec relies on the expertise of our creative agency, of media agency <strong>Jungle<\/strong>, and of PR firm <strong>Public SC<\/strong> to deliver a powerful and mobilizing message. This initiative by the <strong>Quebec Council on Tobacco and Health<\/strong> (QCTH) aims to raise awareness among Quebecers about the harmful effects of smoking and encourage them to take action.<\/span><\/p>\n<p>&nbsp;<\/p>\n<\/div>            <\/div>\n            <\/section>\n\n\n    <section class=\"image || section\">\r\n        \n<span ><\/span>                    <div class=\"wrapper || flex justify-center  md:grid-col\">\r\n                                    <a data-fancybox href=\"https:\/\/agencemacadam.ca\/wp-content\/uploads\/2025\/01\/CQTS_SEMAINE_30s_WEB_16-9_SANS.mp4\"  class=\"group || relative block h-full w-full || md:col-start-2 md:col-span-10\">\r\n                        <button class=\"btn-play absolute bottom-[1rem] left-[1.25rem] group-hover:scale-105 group-hover:before:scale-95 [&#038;.pause]:hidden || sm:[&#038;.pause]:block md:bottom-[1.375rem] md:left-[1.6875rem]\"><\/button>\r\n                                                    <video autoplay=\"autoplay\" muted loop class=\"video || hidden sm:block h-full w-full object-cover object-center rounded-corners\">\r\n                                                                                                    <source src=\"https:\/\/agencemacadam.ca\/wp-content\/uploads\/2025\/01\/CQTS_SEMAINE_30s_WEB_16-9_SANS.mp4\" type=\"video\/mp4\">\r\n                                                            <\/video>\r\n                                                            <img decoding=\"async\" data-src=\"https:\/\/agencemacadam.ca\/wp-content\/uploads\/2025\/01\/Vignette.jpg\" class=\"h-full w-full object-cover rounded-corners-large || sm:hidden lazyload\" data-srcset=\"https:\/\/agencemacadam.ca\/wp-content\/uploads\/2025\/01\/Vignette.jpg 3840w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2025\/01\/Vignette-1536x864.jpg 1536w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2025\/01\/Vignette-2048x1152.jpg 2048w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2025\/01\/Vignette-1920x1080.jpg 1920w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2025\/01\/Vignette-1400x788.jpg 1400w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2025\/01\/Vignette-1024x576.jpg 1024w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2025\/01\/Vignette-640x360.jpg 640w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2025\/01\/Vignette-480x270.jpg 480w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2025\/01\/Vignette-350x197.jpg 350w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2025\/01\/Vignette-150x84.jpg 150w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2025\/01\/Vignette-300x300.jpg 300w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2025\/01\/Vignette-400x400.jpg 400w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2025\/01\/Vignette-600x600.jpg 600w\" alt=\"Image Macadam\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 3840px; --smush-placeholder-aspect-ratio: 3840\/2160;\">\n                                                                                                <\/a>\r\n                            <\/div>\r\n            <\/section>\r\n\n\n    <section class=\"wysiwyg || section\">\n        \n<span ><\/span>                    <div class=\"wrapper || lg:grid-col\">\n                <div class=\"wysiwyg-container || lg:col-start-2 lg:col-span-8\">\n    <h3>A Deeply Human Creative Concept<\/h3>\n<p>The cornerstone of this campaign is a 30-second advertisement that stands out for its shocking tone and emotional power. It highlights how smoking can disrupt the family balance in an instant.<\/p>\n<p>\u201cAt the heart of this campaign is an idea that both resonates and moves: witnessing a loved one severely affected by a smoking-related illness. We wanted to go beyond statistics to tell a story that emotionally connects with the audience. Every frame was designed to provoke an immediate and lasting reaction,\u201d explains St\u00e9phane Jean, Designer and Creative Director at Macadam.<\/p>\n<h3>Smoking Doubles the Risk of Stroke<\/h3>\n<p>\u201cThis year, the campaign also focuses on diseases linked to smoking, particularly strokes. It reminds us that smoking doubles the risk of stroke or heart attack\u2014conditions that strike without warning and can lead to fatal consequences,\u201d adds Beno\u00eet Beauchemin, Principal Partner at Macadam.<\/p>\n<h3>A Strategic Distribution Plan for Maximum Impact<\/h3>\n<p>To ensure this message reaches as many Quebecers as possible, the Week for a Tobacco-Free Quebec will air during prime-time television and across digital platforms where its target audience is active. Exclusive content will also be shared on Qu\u00e9bec sans tabac\u2019s social media channels, including Facebook and Instagram.<\/p>\n<p>The 2025 Week for a Tobacco-Free Quebec sheds light on the dangers of smoking while offering hope to those ready to make a change. Through this campaign, the CQTS and its partners unite to advance the cause and inspire a healthier Quebec.<\/p>\n<\/div>            <\/div>\n            <\/section>\n\n\n\n    <section class=\"preview-projects || section rounded-top-bottom different-background accent rounded-top bg-background\">\n        \n<span ><\/span>        <div class=\"wrapper\">\n            \n<div class=\"intro-horizontal || relative mb-12 || lg:grid-col lg:mb-16 xl:mb-20\">\n            <p class=\"surtitle-dot mb-8 h-fit || lg:col-span-6\">Similar projects<\/p>\n                <h4 class=\"text-h2 || flex flex-wrap gap-2 || lg:col-start-1 lg:col-span-7 xl:flex-nowrap\">\n            Dare to stand out                            <span class=\"sticker static || hidden rotate-[-10deg] w-fit [&#038;_svg]:w-[34vw] || sm:block sm:[&#038;_svg]:w-[24vw] md:[&#038;_svg]:w-[20vw] lg:w-[16vw] xl:[&#038;_svg]:w-[14.76vw]\"><\/span>\n                    <\/h4>\n            <div class=\"mt-8 || lg:mt-0 lg:col-start-9 lg:col-span-4 lg:flex lg:justify-end lg:items-end\">\n            <div class=\"wysiwyg-container \">\n    <p><a class=\"btn-primary-arrow accent\" href=\"https:\/\/agencemacadam.ca\/en\/projects\/\" target=\"\"> <span>See our projects<\/span> <svg width=\"16\" height=\"14\" viewbox=\"0 0 16 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"> <path d=\"M12.0459 7.91293C11.9116 7.90929 11.8349 7.90565 11.7582 7.90525C8.29243 7.9053 4.82668 7.90534 1.36092 7.90701C0.998963 7.90706 0.69789 7.79429 0.514115 7.46442C0.33602 7.14428 0.342555 6.81804 0.531688 6.50556C0.711487 6.2081 0.995142 6.09404 1.33194 6.094C2.01202 6.0931 2.69211 6.09301 3.3726 6.09333C6.16517 6.09296 8.95774 6.0926 11.7503 6.09467C11.8278 6.09506 11.9053 6.11737 11.9828 6.12913C11.9926 6.10397 12.0023 6.07881 12.012 6.05365C11.9552 5.99685 11.8988 5.94045 11.842 5.88365C10.5206 4.5622 9.19834 3.24156 7.87932 1.91768C7.76896 1.80732 7.66226 1.6852 7.58761 1.54968C7.38518 1.18328 7.50048 0.732854 7.84827 0.454849C8.22284 0.155741 8.65175 0.154468 9.00433 0.454293C9.0587 0.500545 9.1082 0.552479 9.15891 0.603194C11.0626 2.50686 12.9662 4.41053 14.8699 6.31419C15.3097 6.754 15.3105 7.24581 14.8722 7.6841C12.953 9.60328 11.0346 11.5233 9.11504 13.4412C8.62804 13.9282 8.01938 13.8707 7.63924 13.3079C7.43842 13.0105 7.43522 12.6567 7.64058 12.3629C7.71363 12.2582 7.80089 12.1612 7.89179 12.0703C9.20709 10.7525 10.524 9.43642 11.8405 8.1199C11.8957 8.06471 11.9509 8.00951 12.0467 7.91374L12.0459 7.91293Z\" fill=\"#FEF6F5\"><\/path> <\/svg> <\/a><\/p>\n<\/div>        <\/div>\n    <\/div>\n            <div class=\"grid grid-cols-1 gap-y-10 gap-x-8 || md:grid-cols-2 lg:gap-y-0\">\n                \n<a href=\"https:\/\/agencemacadam.ca\/en\/projects\/quebec-tobacco-free-week-2024\/\" class=\"card card-project || transition group h-fit \">\n    <div class=\"relative\">\n        <div class=\"overflow-hidden relative rounded-corners\">\n                        <div class=\"thumbnail w-full  lg:custom-transition [&#038;_img]:aspect-square lg:group-hover:opacity-0 group-hover:scale-105\"  style=\"padding-bottom: 100%\" >\n  <img decoding=\"async\" data-src=\"https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/macadam-portefolio-sqst2024.png\" data-srcset=\"https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/macadam-portefolio-sqst2024.png 1920w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/macadam-portefolio-sqst2024-1536x864.png 1536w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/macadam-portefolio-sqst2024-1400x788.png 1400w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/macadam-portefolio-sqst2024-1024x576.png 1024w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/macadam-portefolio-sqst2024-640x360.png 640w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/macadam-portefolio-sqst2024-480x270.png 480w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/macadam-portefolio-sqst2024-350x197.png 350w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/macadam-portefolio-sqst2024-150x84.png 150w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/macadam-portefolio-sqst2024-300x300.png 300w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/macadam-portefolio-sqst2024-400x400.png 400w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/macadam-portefolio-sqst2024-600x600.png 600w\" alt=\"Quebec Tobacco-Free Week 2024\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 1920px; --smush-placeholder-aspect-ratio: 1920\/1080;\">\n<\/div>\n        <\/div>\n                    <div class=\"hidden absolute w-full h-full left-0 top-0 custom-transition opacity-0 rounded-corners overflow-hidden group-hover:opacity-100 || sm:block\">\n                <video preload=\"metadata\" playsinline muted loop class=\"w-full h-full object-cover\">\n                                            <source src=\"https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/CQTS-1-1.mp4\" type=\"video\/mp4\">\n                                    <\/video>\n            <\/div>\n            <\/div>\n    <div>\n        <div class=\"mt-5 md:mt-6\">\n            <h3 class=\"text-h4 text-accent\">Quebec Tobacco-Free Week 2024<\/h3>\n                            <div class=\"flex flex-wrap gap-2 items-center mt-4 || md:mt-5\">\n                                            <p class=\"category-accent || whitespace-nowrap text-[1rem] || sm:text-[1.125rem]\">Advertising<\/p>\n                                            <p class=\"category-accent || whitespace-nowrap text-[1rem] || sm:text-[1.125rem]\">B2C<\/p>\n                                            <p class=\"category-accent || whitespace-nowrap text-[1rem] || sm:text-[1.125rem]\">Gov.\/Asso.<\/p>\n                                    <\/div>\n                    <\/div>\n    <\/div>\n<\/a>\n\n<a href=\"https:\/\/agencemacadam.ca\/en\/projects\/semaine-pour-un-quebec-sans-tabac-2023\/\" class=\"card card-project || transition group h-fit \">\n    <div class=\"relative\">\n        <div class=\"overflow-hidden relative rounded-corners\">\n            <div class=\"thumbnail w-full hidden lg:block absolute w-full h-full [&#038;_img]:object-cover opacity-0 group-hover:opacity-100 transition group-hover:scale-105 [&#038;_img]:aspect-square\"  style=\"padding-bottom: 100%\" >\n  <img decoding=\"async\" src=\"\" srcset=\"\" alt=\"Quebec Tobacco-Free Week 2023\">\n<\/div>\n            <div class=\"thumbnail w-full  lg:custom-transition [&#038;_img]:aspect-square group-hover:scale-105 \"  style=\"padding-bottom: 100%\" >\n  <img decoding=\"async\" data-src=\"https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/thumb-3.jpg\" data-srcset=\"https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/thumb-3.jpg 1920w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/thumb-3-1536x864.jpg 1536w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/thumb-3-1400x788.jpg 1400w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/thumb-3-1024x576.jpg 1024w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/thumb-3-640x360.jpg 640w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/thumb-3-480x270.jpg 480w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/thumb-3-350x197.jpg 350w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/thumb-3-150x84.jpg 150w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/thumb-3-300x300.jpg 300w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/thumb-3-400x400.jpg 400w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/thumb-3-600x600.jpg 600w\" alt=\"Quebec Tobacco-Free Week 2023\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 1920px; --smush-placeholder-aspect-ratio: 1920\/1080;\">\n<\/div>\n        <\/div>\n            <\/div>\n    <div>\n        <div class=\"mt-5 md:mt-6\">\n            <h3 class=\"text-h4 text-accent\">Quebec Tobacco-Free Week 2023<\/h3>\n                            <div class=\"flex flex-wrap gap-2 items-center mt-4 || md:mt-5\">\n                                            <p class=\"category-accent || whitespace-nowrap text-[1rem] || sm:text-[1.125rem]\">Advertising<\/p>\n                                            <p class=\"category-accent || whitespace-nowrap text-[1rem] || sm:text-[1.125rem]\">B2C<\/p>\n                                            <p class=\"category-accent || whitespace-nowrap text-[1rem] || sm:text-[1.125rem]\">Gov.\/Asso.<\/p>\n                                    <\/div>\n                    <\/div>\n    <\/div>\n<\/a>\n            <\/div>\n                    <\/div>\n    <\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":2517,"template":"","project-categories":[61,60,62],"project-nolink":[],"class_list":["post-2617","projects","type-projects","status-publish","has-post-thumbnail","hentry","project-categories-advertising","project-categories-b2c-en","project-categories-government-associations"],"acf":[],"_links":{"self":[{"href":"https:\/\/agencemacadam.ca\/en\/wp-json\/wp\/v2\/projects\/2617","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/agencemacadam.ca\/en\/wp-json\/wp\/v2\/projects"}],"about":[{"href":"https:\/\/agencemacadam.ca\/en\/wp-json\/wp\/v2\/types\/projects"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/agencemacadam.ca\/en\/wp-json\/wp\/v2\/media\/2517"}],"wp:attachment":[{"href":"https:\/\/agencemacadam.ca\/en\/wp-json\/wp\/v2\/media?parent=2617"}],"wp:term":[{"taxonomy":"project-categories","embeddable":true,"href":"https:\/\/agencemacadam.ca\/en\/wp-json\/wp\/v2\/project-categories?post=2617"},{"taxonomy":"project-nolink","embeddable":true,"href":"https:\/\/agencemacadam.ca\/en\/wp-json\/wp\/v2\/project-nolink?post=2617"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}