Publicis Montreal was mandated by the Réseau du sport étudiant du Québec (RSEQ) to launch its annual campaign to prevent smoking among 11-13 year olds. This year’s campaign, entitled 'The Face of Smoking,' raises awareness about the potential consequences of tobacco use on physical appearance.

To achieve this, Publicis developed a TikTok filter that distorts the user’s face to show the possible effects of smoking, including yellowed teeth, dark circles, eye irritation, hair loss and dull skin. The filter itself delivers a personalised experience that puts the potential consequences of smoking front and centre, while other touch points feature young people trying out the filter – and their horrified reactions.

“We wanted our campaign to resonate with young people in a meaningful way,” said Mélissa Charland, creative director at Publicis Montreal. “We hit on something original and eye-catching that will get them thinking without sounding preachy or parental.” 

“Young people struggle to project themselves into the future,” added Stéphane Boudreau, RSEQ's assistant executive director. “And that's what makes the filter so effective; the long-term health effects of smoking are staring them straight in the face. We're so proud of this campaign and excited to bring yet another health prevention message to Quebec's youth.”

In addition to the TikTok filter, the campaign is being rolled out on social media, OOH and TV across Quebec.