The 13th World Conference on Tobacco OR Health

Objective: 1. Reveal the truth about Big Tobacco and its' products; 2. Through the school sport network, raise awareness among 12 to 17 year-olds on the manipulation to which they are subjected a. For the De Facto logo, establish a non-assisted recognition rate of 65%, an assisted recognition rate of 75%, and an association rate of 70% with anti-tobacco messages. 3. Create a health brand associated to denormalization (branding).

Methods: Designed by the ARSEQCA, the De Facto media campaign includes the following elements: 30-second televised advertisements, 15 and 30-second radio spots, 30-second screenings in movie theaters, printed materials, public advocacy, visibility in the sports network, a website, promotional objects, media relations.

The project was subjected to both pre and post-test evaluations via qualitative interviews in 11 high schools and a questionnaire approved by Health Canada.

Results:

-• Statistiques

Logo recognition: 94.4%

Anti-tobacco message association: 91.2%

Exposure to the campaign: 83.4%

Message credibility as judged by target group: smokers (74%), non-smokers (81.2%)

• Reactions Vivid reaction from Big Tobacco: 3 official notices of intention to take legal action

Public mobilization of the tobacco control network against Big Tobacco's threat of a lawsuit out of solidarity with De Facto

Regional and provincial media coverage.

• Conclusion

The efficiency of a denormalization approach directed at Québec youth was demonstrated by De Facto, despite linguistic and cultural differences

The greater Québec and Chaudière-Appalaches school sport network has deeply integrated and self-apporpriated De Facto's anti-tobacco messages