1. Baby Steps is a 30-day pilot program to reduce smoking rates among pregnant smokers and
new mothers in central Alberta. Its primary goal is to encourage pregnant women to call a quit
line for support. We developed an integrated campaign centered on real stories of mothers and
expecting mothers struggling to quit.
Total calls to the quit line nearly doubled during the pilot. Annual calls from pregnant smokers
quadrupled.

2. Our team developed a brand, identity, and marketing campaign to promote a group
tobacco-cessation program, named Quitcore, that was expanding across the province.
Quitcore marketing elements included a kickoff event in Calgary with all major media,
a series of interviews with counselors and participants, paid radio and print advertising,
and an outreach effort to public health and medical communities. Enrollment in the
program has exceeded expectations and consistently increased with each new
set of classes.

3. Our team was tasked with recruiting medical professionals to attend T.E.A.C.H., a course
teaching methods and resources to get patients to quit. While the program is widely respected
in parts of Canada, it had little awareness in Alberta. We designed trade advertising, a direct
outreach campaign, and an earned media effort that resulted in better-than-expected attendance
at all training sites.

4. Medical professionals are powerful influencers in helping people quit. We solicited their advice
and direction when we created a promotional plan and supporting materials for our client’s
“Ask, Advise, Refer” program. Based on input from our panel of medical professionals,
we created compelling promotional materials that featured real-life scenarios and situations.
These materials have since gained universal approval and now are ready to be implemented
on a larger scale.