Stupid.ca

'Stupid' was an award-winning anti-smoking campaign for the Ontario Ministry of Health aimed at reducing smoking among 12-15-year-olds. Launched in 2004, it used humor, not lectures, to show smoking isn’t cool. The campaign featured a concert tour with MuchMusic, TV and cinema spots, print ads, and the Stupid.ca website, which attracted 1.2 million unique visitors. It achieved 91% acknowledgment among teens that the ads could deter smoking, with a 2% drop in youth smoking rates and a 9% rise in teens who never started. The campaign won two Gold Cassies and was a finalist at Cannes and the One Show.