{"id":916,"date":"2024-09-13T13:38:03","date_gmt":"2024-09-13T17:38:03","guid":{"rendered":"https:\/\/macadam.ws\/projects\/semaine-pour-un-quebec-sans-tabac-2024\/"},"modified":"2025-01-17T16:00:21","modified_gmt":"2025-01-17T21:00:21","slug":"quebec-tobacco-free-week-2024","status":"publish","type":"projects","link":"https:\/\/agencemacadam.ca\/en\/projects\/quebec-tobacco-free-week-2024\/","title":{"rendered":"Quebec Tobacco-Free Week 2024"},"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\">The 47th edition of the Quebec Tobacco-Free Week 2024, coordinated by the<strong> Quebec Council on Tobacco and Health<\/strong> and developed in partnership with the public relations agency <strong>Public SC<\/strong>, and the media team at <strong>Jungle<\/strong>, highlights the devastating consequences of smoking on the daily lives of smokers through a realistic and moving advertisement.<\/span><\/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\/2024\/09\/semaine_pour_un_quebec_sans_tabac_\u2013_si_fragile_\u2013_publicite_30_sec-1080p-1.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\/2024\/09\/semaine_pour_un_quebec_sans_tabac_\u2013_si_fragile_\u2013_publicite_30_sec-1080p-1.mp4\" type=\"video\/mp4\">\r\n                                                            <\/video>\r\n                                                            <img decoding=\"async\" data-src=\"https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/macadam-portefolio-sqst2024.png\" class=\"h-full w-full object-cover rounded-corners-large || sm:hidden lazyload\" 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=\"Image Macadam\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1920px; --smush-placeholder-aspect-ratio: 1920\/1080;\">\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 campaign that immerses the viewer in the experiences of people whose daily lives are affected by smoking<\/h3>\n<p>The advertising campaign for the Week is intended to be emotional and realistic, telling the stories and accounts of people whose daily lives are affected by tobacco. The viewer follows a mother who struggles to keep up with her children because of her asthma, a worried father who finds a pack of cigarettes in his teenager&#8217;s room, or a loved one who has left us too soon.<\/p>\n<p>The emotional aspect is reinforced by the background sound of the song &#8220;Si fragile&#8221; by <strong>Luc De Larochelli\u00e8re.<\/strong><\/p>\n<\/div>            <\/div>\n            <\/section>\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    <figure class=\"blockquote || [&amp;_p:has(img)]:mb-0 [&amp;_p_img]:m-0\">\n<blockquote><p>Starting to smoke cigarettes was probably one of the worst ideas of my life, and managing to quit one of my greatest victories. The cigarette is too short a fuse for such a fragile life.<\/p>\n<footer class=\"mt-10\">\n<figure class=\"flex items-center gap-4 m-0\"><img decoding=\"async\" class=\"w-16 h-16 rounded-full object-cover object-top m-0 || lg:w-20 lg:h-20 lazyload\" data-src=\"https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/image.webp\" alt=\"Image\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1656px; --smush-placeholder-aspect-ratio: 1656\/2332;\" \/><figcaption>\n<p class=\"name\">Luc De Larochelli\u00e8re<\/p>\n<p class=\"title\">Singer-Songwriter<\/p>\n<\/figcaption><\/figure>\n<\/footer>\n<\/blockquote>\n<\/figure>\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                                    <img decoding=\"async\" data-src=\"https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/poster-en-damier.jpg\" class=\"rounded-corners md:col-start-2 md:col-span-10 lazyload\" data-srcset=\"https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/poster-en-damier.jpg 1920w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/poster-en-damier-1536x864.jpg 1536w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/poster-en-damier-1400x788.jpg 1400w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/poster-en-damier-1024x576.jpg 1024w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/poster-en-damier-640x360.jpg 640w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/poster-en-damier-480x270.jpg 480w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/poster-en-damier-350x197.jpg 350w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/poster-en-damier-150x84.jpg 150w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/poster-en-damier-300x300.jpg 300w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/poster-en-damier-400x400.jpg 400w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/09\/poster-en-damier-600x600.jpg 600w\" alt=\"Image Macadam\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1920px; --smush-placeholder-aspect-ratio: 1920\/1080;\">\n                            <\/div>\r\n            <\/section>\r\n\n\n    <section class=\"repeater-offest || section\">\n        \n<span ><\/span>        <div class=\"wrapper || lg:grid-col\">\n            <div class=\"gap-x-8 grid-cols-6 || lg:col-span-6\">\n                                    <h4 class=\"text-h2 font-primar col-span-full\">The numbers speak for themselves<\/h4>\n                                            <\/div>\n            <div class=\"relative flex flex-col gap-y-8 mt-16 || lg:col-start-7 lg:col-span-6 lg:mt-0\">\n                                \n<div class=\"row || p-5 bg-offwhite rounded-corners || sm:p-8 md:p-10 lg:p-12 2xl:p-16\">\n    <div class=\"flex flex-col sm:flex-row mb-4\">\n        <p class=\"subtitle !text-[1.125rem] mb-4 font-larken || sm:mt-2 sm:pr-5\">01.<\/p>\n                    <h2 class=\"text-h3 relative\">\n                13 000            <\/h2>\n            <\/div>\n    <div class=\"wysiwyg-container \">\n    <p>The number of people who die each year due to tobacco.<\/p>\n<\/div><\/div>\n\n<div class=\"row || p-5 bg-offwhite rounded-corners || sm:p-8 md:p-10 lg:p-12 2xl:p-16\">\n    <div class=\"flex flex-col sm:flex-row mb-4\">\n        <p class=\"subtitle !text-[1.125rem] mb-4 font-larken || sm:mt-2 sm:pr-5\">02.<\/p>\n                    <h2 class=\"text-h3 relative\">\n                16            <\/h2>\n            <\/div>\n    <div class=\"wysiwyg-container \">\n    <p>The number of cancers that can be triggered by tobacco.<\/p>\n<\/div><\/div>\n\n<div class=\"row || p-5 bg-offwhite rounded-corners || sm:p-8 md:p-10 lg:p-12 2xl:p-16\">\n    <div class=\"flex flex-col sm:flex-row mb-4\">\n        <p class=\"subtitle !text-[1.125rem] mb-4 font-larken || sm:mt-2 sm:pr-5\">03.<\/p>\n                    <h2 class=\"text-h3 relative\">\n                975 900            <\/h2>\n            <\/div>\n    <div class=\"wysiwyg-container \">\n    <p>The number of Quebecers who are still addicted to nicotine<\/p>\n<\/div><\/div>\n            <\/div>\n        <\/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 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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>        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https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/08\/Macadam-Vignette-Bye-Bye-Hover-1-600x600.jpg 600w\" alt=\"I Quit Now \u2013 Bye Bye 2023 Special\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 2048px; --smush-placeholder-aspect-ratio: 2048\/2048;\">\n<\/div>\n            <div class=\"thumbnail w-full  lg:custom-transition [&#038;_img]:aspect-square group-hover:scale-105 lg:group-hover:opacity-0\"  style=\"padding-bottom: 100%\" >\n  <img decoding=\"async\" data-src=\"https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/08\/Screenshot-2025-01-02-at-09.50.20.png\" data-srcset=\"https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/08\/Screenshot-2025-01-02-at-09.50.20.png 599w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/08\/Screenshot-2025-01-02-at-09.50.20-480x482.png 480w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/08\/Screenshot-2025-01-02-at-09.50.20-350x351.png 350w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/08\/Screenshot-2025-01-02-at-09.50.20-150x151.png 150w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/08\/Screenshot-2025-01-02-at-09.50.20-300x300.png 300w, https:\/\/agencemacadam.ca\/wp-content\/uploads\/2024\/08\/Screenshot-2025-01-02-at-09.50.20-400x400.png 400w\" alt=\"I Quit Now \u2013 Bye Bye 2023 Special\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 599px; --smush-placeholder-aspect-ratio: 599\/601;\">\n<\/div>\n        <\/div>\n            <\/div>\n    <div>\n        <div class=\"mt-5 md:mt-6\">\n            <h3 class=\"text-h4 text-accent\">I Quit Now \u2013 Bye Bye 2023 Special<\/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":601,"template":"","project-categories":[61,60,62],"project-nolink":[],"class_list":["post-916","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\/916","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\/601"}],"wp:attachment":[{"href":"https:\/\/agencemacadam.ca\/en\/wp-json\/wp\/v2\/media?parent=916"}],"wp:term":[{"taxonomy":"project-categories","embeddable":true,"href":"https:\/\/agencemacadam.ca\/en\/wp-json\/wp\/v2\/project-categories?post=916"},{"taxonomy":"project-nolink","embeddable":true,"href":"https:\/\/agencemacadam.ca\/en\/wp-json\/wp\/v2\/project-nolink?post=916"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}