Creative Brief

Client Name: Canadian Cancer Society

Project Name: Stop the smoke
Product: Advertisement

Date: April 1, 2011

Project Summary
The project is to create an advertisement with strong message and images to
persuade our audience.
Objectives
The objective is to raise awareness about the issue of smoking in vehicles with
minors inside.
To receive acceptance and acknowledgement of the message
Strive to change the behaviour of people who act in this manner.
Make a conscience call and a request for action.
The Target Audience
Smoking parents who smoke and let others smoke inside the car.
Personality and Tone
The message will be arousing with a strong claim and affect-to-persuasion
appeal. The tone is serious, convincing and factual.
Current Mind Set
Parents think that because they smoke with the cigarette outside the window,
their children are not exposed to second-hand smoke. Many are not aware of the
risks they are exposing their children to from second-hand smoke trapped inside
a vehicle. The if Im careful nothing will happen mentality needs to be broken.
Key Target Audience Insight
We want the audience to be positive that this practice is wrong: they have and
will continue to threaten their childrens health until they stop this behaviour.