MSSS
MSSS
MSSS
MSSS
Responsible Consumption Campaign
Responsible Consumption Campaign
Responsible Consumption Campaign
Responsible Consumption Campaign
Context
Every year, the Quebec Ministry of Health and Social Services has a campaign aimed at raising awareness among young adults of their need to behave responsibly when it comes to alcohol, drugs and gambling. These campaigns emphasize the importance of knowing when and how to drink responsibly, while offering resources and information on the risks associated with excessive consumption.
Context
Every year, the Quebec Ministry of Health and Social Services has a campaign aimed at raising awareness among young adults of their need to behave responsibly when it comes to alcohol, drugs and gambling. These campaigns emphasize the importance of knowing when and how to drink responsibly, while offering resources and information on the risks associated with excessive consumption.
Every year, the Quebec Ministry of Health and Social Services has a campaign aimed at raising awareness among young adults of their need to behave responsibly when it comes to alcohol, drugs and gambling. These campaigns emphasize the importance of knowing when and how to drink responsibly, while offering resources and information on the risks associated with excessive consumption.
Every year, the Quebec Ministry of Health and Social Services has a campaign aimed at raising awareness among young adults of their need to behave responsibly when it comes to alcohol, drugs and gambling. These campaigns emphasize the importance of knowing when and how to drink responsibly, while offering resources and information on the risks associated with excessive consumption.
Every year, the Quebec Ministry of Health and Social Services has a campaign aimed at raising awareness among young adults of their need to behave responsibly when it comes to alcohol, drugs and gambling. These campaigns emphasize the importance of knowing when and how to drink responsibly, while offering resources and information on the risks associated with excessive consumption.
Mandate
Develop a prevention campaign aimed at interacting with young adults in Quebec (aged 17 to 24) about the risks and consequences of alcohol, drugs and gambling.
Highlight the “risks and consequences” as well as the “protective factors” related to alcohol/drugs/gambling.
Solution
Generate a positive, participatory experience for young people that is both engaging and entertaining.
Interviewed by star Youtubers, CEGEP students were asked to share their tips and tricks for staying in control in various social contexts. An inviting “chalet”-style decor was produced to create a striking resemblance to the social media campaign.
A video vignette was then produced for each establishment, featuring the students' most effective responses. This capsule was sent to the institution (for broadcast on their Facebook page) and to the students interviewed, in order to generate engagement.
27
27
27
27
Visited Establishments
11
11
11
11
Regions of Quebec Visited
15,275
15,275
15,275
15,275
Field Impressions
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Mandate
Develop a prevention campaign aimed at interacting with young adults in Quebec (aged 17 to 24) about the risks and consequences of alcohol, drugs and gambling.
Highlight the “risks and consequences” as well as the “protective factors” related to alcohol/drugs/gambling.
Solution
Generate a positive, participatory experience for young people that is both engaging and entertaining.
Interviewed by star Youtubers, CEGEP students were asked to share their tips and tricks for staying in control in various social contexts. An inviting “chalet”-style decor was produced to create a striking resemblance to the social media campaign.
A video vignette was then produced for each establishment, featuring the students' most effective responses. This capsule was sent to the institution (for broadcast on their Facebook page) and to the students interviewed, in order to generate engagement.