Ministry of Health and Long-Term Care: Be a Failure

Embracing failure in its marketing helped the Canadian Ministry of Health and Long-Term Care change attitudes towards quitting smoking.

Campaign details

Agency: BBDO Canada Advertiser: Ministry of Health and Long-Term Care Category: Pivotal Insight

Section I — Case Parameters

Business Results Period (Consecutive Months): February 20th – June 9th 2017 Start of Advertising/Communication Effort: February 20th 2017 N/A Ontario, Canada $500,000 – $1 million