Final Report
Prepared for Health Canada
Supplier Name: Phoenix SPI
Contract Number: HT372-182792-001-CY
Contract Value: $59,923.90 (including HST)
Award Date: 2018-06-29
Delivery Date: 2018-12-13
Registration Number: POR 013-18
For more information on this report, please contact Health Canada at: hc.cpab.por-rop.dgcap.sc@canada.ca
Ce rapport est aussi disponible en français.
This public opinion research report presents the results of a series of focus groups conducted by Phoenix SPI on behalf of Health Canada. The research was conducted with young adult smokers July 24 through 26, 2018.
This publication may be reproduced for non-commercial purposes only. Prior written permission must be obtained from Health Canada. For more information on this report, please contact Health Canada at:
HC.cpab.por-rop.dgcap.SC@canada.ca
Catalogue number:
H149-11/2018E-PDF
International Standard Book Number (ISBN):
978-0-660-27785-1
Related publications (registration number: POR 013-18):
Catalogue number H149-11/2018F-PDF (Final report, French)
ISBN 978-0-660-27786-8
© Her Majesty the Queen in Right of Canada, as represented by the Minister of Health, 2018
Phoenix Strategic Perspectives (Phoenix SPI) was commissioned by Health Canada to conduct qualitative research to test creative concepts for the Break It Off / Je te laisse campaign. Footnote 1 A set of six in-person focus groups was conducted with young adult smokers in three locations: St. John's (July 24th, 2018), Montreal (July 25th), and Saskatoon (July 26th). The groups in St. John's and Saskatoon were conducted in English and the groups in Montreal were conducted in French. The target audience was smokers, aged 20 to 24. One group in each city was conducted with "occasional" smokers Footnote 2 and the other with "daily" smokers. More details about the methodology can be found in the Methodology section in the Introduction.
This research was qualitative in nature, not quantitative. As such, the results provide an indication of participants' views about the issues explored, but they cannot be generalized to the full population of members of the targeted audience segments.
Overall impressions of both concepts (Be Done with Smoking / Fumer, c'est f-ini and Ditch Smoking / Adieu la cigarette) tended to elicit lukewarm reactions ranging from neutral to mildly positive.
The message in Be Done with Smoking was routinely described as simple, straightforward, sober, and when compared with Ditch smoking, some characterized it as more age-appropriate. At the same time, the message was also sometimes described as cliché or slogan-like, with nothing new, provocative or particularly meaningful conveyed. Reaction to the design elements was more mixed. Some reacted positively to such features as the burgundy colour, the use of a crushed cigarette to depict the letter 'I', the font for the expression 'Be done with smoking' (most preferring Font B Footnote 3, which some referred to as the more unconventional font), and the circle which reminded some of a stop sign, sticker, or a seal of approval. By contrast, many reacted neutrally or critically, describing the design in general as boring or bland, with nothing eye-catching or attractive in it. Some participants in Montreal said the burgundy colour and/or the burgundy dot reminded them of the logo and taste tags of the provincial liquor distributor. The most frequent suggestion for improving this concept was to use more vibrant colours.
The design features of Ditch Smoking were routinely described as attention-grabbing. These included what was referred to as the red graffiti or spray paint motif and the two different font types and colours. Many also liked the use of a crushed cigarette to depict the letter 'I'. Conversely, some described the design approach as 'juvenile' and felt it was targeted to a younger audience. Reaction to the message was more mixed. Some liked it, characterizing it as clear, definitive, dramatic, and categorical. Others, however, were more neutral or critical. Neutral reactions were based on the impression that the message is too slogan-like and contains nothing catchy or memorable and that it makes quitting sound easy. Critical reactions were based on the impression that the expression 'Ditch smoking' targets a younger audience. This critical reaction to the message in 'Ditch smoking' applied only to the English version.
Generally-speaking, social media graphics incorporating the Ditch Smoking concept elicited more positive feedback than those incorporating the Be Done with Smoking concept. This included use of what was described as 'vibrant', 'bold', 'captivating' colours, more age-appropriate text, and better models. While the social media focus used in the Be Done with Smoking concept was described as relevant and easy to relate to, there was a widespread sense that the message targets a younger audience. And while the models were routinely described as age-appropriate, they were often characterized as looking sad or depressed. Examples of social media graphics elicited a range of reactions, but the one most likely to elicit positive reactions was I Need Space to Breathe and the one most likely to elicit critical feedback was I creeped tobacco on Facebook and what I found didn't look good.
Overall reaction to the relationship theme as embodied in the social media graphics was also mixed. While most understood the relationship theme, many did not. Moreover, even when it was understood, its effectiveness in motivating people to think about quitting smoking was usually described as limited. By way of explanation, participants suggested that use of the relationship theme establishes no meaningful connection to themselves and their lives/lifestyles. In order to have an impact, campaign messaging must make them reflect on how their life will be impacted by quitting smoking. It was suggested that none of the social media graphic treatments focuses on the life changing consequences of quitting (e.g. feeling better/healthier, saving money). The most commonly made suggestion to improve the treatments in both concepts was to establish a more personal link to the message by suggesting why someone should quit smoking and how their life will change positively when they stop smoking.
The banner incorporating the Ditch Smoking concept was more likely to be described as attention-grabbing than the one incorporating the Be Done with Smoking concept. This was mainly because of its vibrant colours and font treatments. Despite the attention-grabbing features in either treatment, neither was viewed as likely to motivate participants to stop at the booth. The main reason given was that the banners are too generic and neither one contains a meaningful message that would draw them in or make them reflect. This was especially the case for the banner incorporating the Be Done with Smoking concept. It was described by some as having a limited connection to smoking (i.e. the most prominent feature, the photo, was felt to lack meaning and the tagline which does connect with smoking was considered too small).
Reaction to the alternative font treatment (i.e. 'Split up with smoking') was mixed, but like the other two treatments, tended to be divided between neutral and positive impressions. The element in this treatment most likely to elicit positive reaction was the depiction of a broken cigarette as part of the letter 'K' in the expression 'Break It Off'. Indeed, many participants in St. John's and Saskatoon felt that this design feature should replace the depiction of a crushed cigarette used in the earlier versions. It was suggested that a broken cigarette works better than a crushed cigarette because it suggests that the cigarette was destroyed rather than smoked. On the other hand, a few felt that it looked like a broken pencil. The French version of this tagline elicited similar enthusiasm for the depiction of a broken cigarette as part of the letter 'L' in the expression 'Je te Laisse'.
Additional taglines most likely to be preferred by English-speaking participants were those emphasizing freedom from cigarettes (i.e. 'Free Yourself From Smoking') being better off smoke-free (i.e. 'You're Better Off Smoke Free') and self-worth (i.e. 'You're Better Than Smoking'). The tagline most likely to be preferred by French-speaking participants was the one emphasizing self-worth (i.e. 'Je vaux plus qu'une cigarette').
Participants were shown examples of three promotional items that could be distributed at campaign-related events and asked about their usefulness and appropriateness. They included a stress ball, breath mints, and a card holder that fastens to the back of a mobile phone or device. Participants in all groups routinely described these items as both appropriate and useful, primarily as reminders of their efforts to quit smoking and ways to spread awareness of the campaign. The stress ball and mints were also described as helpful supports/distractions when trying to quit smoking - the ball by helping with stress relief and the mints by being a substitute for cigarettes. Participants suggested a host of additional promotional items, including fidget toys/devices, apps to help track their smoking cessation progress, wrist bands, pins, water bottles, stickers, key chains, and pens.
Most participants reacted positively to the proposed redesign of the landing page of the Break It Off campaign website, regardless of which of two alternative approaches they were shown first (i.e. 'Be Done with Smoking' or 'Ditch Smoking'). The few who were not positive were more likely to be neutral than negative. The landing page was often described as appearing to be welcoming, user-friendly/well organized, comprehensive, and appealing in terms of overall look, spacing, and colour schemes. The menus were described as clear and participants had no difficulty identifying sections they thought would contain useful information for them personally. Examples included 'Tell us why you're here', 'Share your quitting experience', 'Join us at an event', 'Call a quit coach', 'After you quit', 'Cost calculator', 'Some reasons for quitting', 'Start saving your money', 'Make a quit plan', and 'I want to help someone quit'.
Participants were divided when asked which version they preferred, with slightly more identifying the 'Ditch Smoking' version. Those who preferred this version described it as more attractive than the other version. In explaining why, they described it as 'more motivational', 'more fun-looking', 'more modern-looking' (i.e. like Instagram, Buzzfeed, or Snapchat), and 'more adapted to their age group', with some suggesting that it looks like it was designed by young people. By contrast, those who preferred the 'Be Done with Smoking' version described it as more sober, less distracting, and easier on the eyes/calmer, with some suggesting that the colour scheme is more appropriate to a smoking cessation website. Some also specified that they did not like the red 'swatches' used in the 'Ditch Smoking' version because it looks like dripping blood.
No clear winner emerged among the two concepts participants reviewed, and reactions to each tended to be similar, ranging from neutral to mildly positive. While positive impressions of Be Done with Smoking were based more on the message than design elements, positive impressions of Ditch Smoking were based more on design elements than on the message. Overall reaction to the relationship theme used into both approaches was mixed. While most understood the play on the relationship theme, at least a few participants in every group did not. Moreover, even when it was understood, its effectiveness in motivating people to think about quitting smoking was usually described as limited.
Despite differences of opinion and overall lukewarm reactions to materials, participant feedback provides direction in terms of helping ensure that the Break It Off campaign continues to resonate with members of the target audience. While it is clear that there is no 'one size fits all' approach that will resonate with members of the target audience, feedback suggests that a new creative concept could be developed using preferred elements from the Be done with smoking and Ditch smoking concepts. Specifically, the following points should guide the development of creative concepts for the Break It Off campaign:
Contract Value: $59,923.90 (including HST)
Statement of Political Neutrality: I hereby certify as a Senior Officer of Phoenix Strategic Perspectives that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Communications Policy of the Government of Canada and Procedures for Planning and Contracting Public Opinion Research. Specifically, the deliverables do not contain any reference to electoral voting intentions, political party preferences, standings with the electorate, or ratings of the performance of a political party or its leader.
Alethea Woods
President
Phoenix Strategic Perspectives Inc.
Phoenix Strategic Perspectives (Phoenix SPI) was commissioned by Health Canada to conduct qualitative research to test creative concepts for the Break It Off / Je te laisse tobacco cessation campaign.
Tobacco use is the leading preventable cause of disease and premature death in Canada. It is a contributing factor to serious chronic diseases, such as cancer, respiratory ailments and heart disease. The vast majority of smokers begin this habit by adolescence or young adulthood. In Canada, 82% of current daily smokers had their first cigarette by the age of 18, with smoking prevalence being highest among young adults aged 20 to 24.
The Break It Off campaign was first launched in January 2012 by the Canadian Cancer Society (CCS), with support from Health Canada through a contribution agreement. In 2014, Health Canada launched the Break It Off campaign, in collaboration with the CCS, as part of the 2012-2017 Federal Tobacco Control Strategy. Health Canada is continuing to lead a marketing campaign on tobacco cessation that aims to increase awareness, knowledge and uptake of quit smoking tools and resources among young adult smokers, as part of on-going activity under Canada's Tobacco Strategy.
The campaign uses a relationship theme to help young adult smokers as they move through the various stages of "breaking it off" with smoking. Additionally, the campaign uses this platform to promote useful tools and resources that could further encourage tobacco cessation activities among these Canadians.
The overall campaign approach resonates well with audiences and has consistently been well-received; however, a refreshed look and feel and the development of select assets is required to ensure the campaign remains modern, relevant and interesting. To ensure the campaign continues to resonate with the target audience and helps meet the Government of Canada's goals for cessation, Health Canada required qualitative research to gather insight from the target audience about potential Break It Off campaign messages and resources.
Objectives of the research included the following:
Findings from this research will: 1) assist in testing the effectiveness of two unique creative concepts developed for the Break It Off campaign; 2) enable Health Canada to develop content that resonates with the target audiences and motivates them to quit smoking and stay smoke-free; 3) ensure the marketing campaign is supported by robust and sustainable creative look and feel; and 4) ensure that funding allocated towards public awareness and outreach is spent responsibly and effectively.
To meet the research objectives, a set of six in-person focus groups was conducted in three locations: St. John's (English), Montreal (French), and Saskatoon (English). The target audience was young adult smokers, aged 20-24. One group in each city was conducted with "occasional" smokers Footnote 4 and the other with "daily" smokers. Participants were recruited by telephone using an opt-in database. The focus groups were held between July 24th and 26th, 2018.
Each group included a mix of participants by gender, age, education, and visible ethno-cultural status. In addition, efforts were taken to include young adult smokers who work in the trades, self-identify as LGBTQ+ Footnote 5, and belong to "hip hop" or "alternative" social groups or crowds. Footnote 6 In each group, a total of eleven individuals were recruited. Between five and eight participants took part in each group (four groups included eight participants, one group included seven participants, and one group included five participants). A total of 44 young adult smokers took part in the research.
Focus groups lasted two hours and participants received an incentive of $125 in appreciation of their time. At the groups, all participants were asked for identification to verify their identity and that consent forms were completed.
In each focus group, the following were tested:
The materials were presented to participants in a storyboard format, printed on letter-size paper. Larger versions of website mock-ups were also mounted on a flip chart at the front of the room.
All steps of the project complied with the Marketing Research Intelligence Association (MRIA) industry standards as well as The Standards for the Conduct of Government of Canada Public Opinion Research.
The investigator for this study was Philippe Azzie who moderated all groups and wrote the final report.
This research was qualitative in nature, not quantitative. As such, the results provide an indication of participants' views about the issues explored, but they cannot be generalized to the full population of members of the targeted audience segments.
This section provides contextual information about participants.
The length of time participants said they have been smoking ranged from approximately two years to 10 years among daily smokers and one year to 12 years among occasional smokers. Regional differences included the following:
Daily smokers quantified approximately how many cigarettes they smoke per day either as an absolute number or as a proportion of a pack (i.e. a full pack, half a pack). The number of cigarettes smoked daily ranged from as few as three to four, to as much as a pack a day, with most participants indicating that they smoke at least 10 cigarettes a day. Some daily smokers said they tend to smoke more on weekends than during the week while others indicated that their consumption does not vary much throughout the week. Daily smokers in St. John's were most likely to be 'heavier' smokers, with most saying they smoke a pack a day and the rest in the group saying they smoke approximately 10 cigarettes a day.
The frequency of smoking among occasional smokers varied widely, ranging from approximately every other day, to a few times a week, to weekends only, to a few times a month or every few weeks. It was also noted that the frequency of smoking depends on 'stimuli' or what is going on in their lives.
Whether they smoke daily or occasionally, young adult smokers tend to smoke under similar circumstances. The following circumstances were routinely identified:
Circumstances identified less frequently included at night time, after dinner, at home, when stressed, and on weekends. Occasional smokers were more likely than daily smokers to specify that they smoke on weekends.
With one exception, most participants in every group said they have tried to quit smoking (the exception being daily smokers in Saskatoon where only a few said they had tried to quit). Measures participants have taken to try to quit smoking most often included trying to quit cold turkey, using medications, and using substitutes, such as vaping devices, gums, or patches. Measures identified less frequently or by individual participants included drinking a lot of water, cutting back gradually on the number of cigarettes smoked, engaging in exercise/sport, sucking/chewing on straws, trying to change habits/routine, and spending time with a non-smoking parent.
Participants who tried to quit smoking typically provided two reasons to explain why they think their quit attempts failed; both are related to lifestyle in general.
Reasons identified less frequently to explain failed quit attempts included the pleasure derived from smoking, not being in the proper mindset when trying to quit (i.e. lack of will power or motivation), and stress.
Most participants said they are seriously considering trying to quit smoking within the next six months, but very few of these individuals are considering doing so within the next 30 days. The only group in which most participants said they are seriously considering trying to quit smoking within the next 30 days was occasional smokers in Montreal. Among daily smokers, the only group in which most participants said they are seriously thinking about quitting within six months was in Saskatoon.
When asked to identify the main barriers or challenges to quitting smoking and remaining smoke-free, participants tended to re-iterate the challenges they faced in their own quit attempts. Those identified most often included the challenge of breaking habits/routines and being around friends/acquaintances who smoke. Barriers identified less often included the satisfaction/soothing sensation provided by smoking, smoking's ability to relieve stress, and a lack of motivation or will power. Reasons identified by individual participants included fear of weight gain and mental health issues which are coped with in part through smoking.
Collectively, participants identified a range of aids or resources they believe are available to someone who wants to quit smoking. Those identified routinely included vaping, counselling or support groups (e.g. hotlines), prescription medications, and nicotine replacement therapy (e.g. patches). Those identified infrequently, or by individual participants, included laser treatment on the ear, sucking on a straw, a liquid drink (unspecified) and a spray (unspecified).
Recall of smoking cessation campaigns was very limited. Recollection was highest among daily smokers in Montreal and lowest among daily and occasional smokers in Saskatoon where no one could recall anything. Recollections were often general and based on where participants had seen something rather than what they had seen. Examples included posters in schools or physicians' offices, publicity on metros/subways, and messages on television. Specific recollections of content included the following, each of which was identified by individual participants:
The individual who recalled the YouTube video said it was memorable because of its emphasis on how non-smokers perceive smoking and smokers. The depiction of someone preferring to lick a fish than smoke a cigarette made this person think about how disgusting a habit smoking is perceived to be by non-smokers, and by implication, what they must think of smokers. The individual who recalled a phone number followed by the word 'j'arrête' described it as memorable because it is everywhere. That said, it did not encourage thoughts about quitting smoking.
No one recalled seeing or hearing any campaigns with the slogan Break It Off / Je te laisse.
As noted in the introduction, participants were asked to review two creative concepts developed for the Break It Off / Je te laisse campaign. Each approach included different font treatments for the words 'Break It Off', a tagline with two font treatments Footnote 7, as well as a series of materials to help participants better understand how the concept could be used in a marketing campaign. Each concept was designated by its tagline: 'Be done with smoking / Fumer, c'est fini' and 'Ditch smoking / Adieu la cigarette'. The order of presentation was rotated across groups; one group began with Be done with smoking or Ditch smoking and the order was reversed in the next group.
Feedback was first sought on each of the concepts (i.e. font treatments and taglines), followed by the campaign-related materials incorporating each concept. The campaign-related materials included the following:
Participants were asked to review each example on their own and invited to write down any thoughts or impressions on a piece of paper in advance of the group discussion.
Presented below is feedback related to each of the concepts and the campaign-related materials associated with them.
***DRAFT***
Two images of a proposed font treatment for the Break It Off tobacco cessation campaign. The font treatment is a burgundy circle with white text that reads: "Break It Off". The "I" in "It" is designed to represent a broken cigarette. Underneath the circle is a tagline, which reads: "Be done with smoking". The difference between the two images is the font style used for the tagline in each.
Overall impressions of the Be Done with Smoking / Fumer, c'est fini font treatment and tagline ranged from neutral to mildly positive, although they were more likely to be neutral. Neutral reactions were linked both to the message and the design in general. This included the following impressions:
Positive impressions of the concept were based mainly on the message, described by those who liked it as simple, straightforward, and serious. Positive impressions were also, though less often, based on design elements and included the following:
One participant who reacted positively to the message likened it to a message bomb, while another liked the use of the relationship theme.
Differences between groups or audiences included the following:
Most participants' initial response when asked what message this concept is trying to communicate was to say, 'quit smoking'. When prompted for other messages, participants tended to focus on the theme of breaking the habit of smoking, ending a pattern or cycle that is bad, leaving smoking behind, and going forward in life without smoking. Relatively few focused directly on the relationship theme as part of the messaging. Asked explicitly if the allusion to the relationship theme is clear many said it is not, often adding that they understand the point of the message to be breaking a 'habit' rather than breaking or ending a 'relationship'.
Participants in Montreal were most likely to understand or identify the relationship theme as part of the message, perhaps because the French version is more explicit in this regard, translating 'Break It Off' as 'Je te laisse' (literally 'I'm leaving you').
Features of this concept identified as attention-grabbing tended to be the same ones identified earlier when participants were asked about their overall impression of the concept. The feature identified most often was the use of a crushed cigarette to depict the letter 'I' in the word 'It' (English version) and the word 'laisse' (French version). Other routinely identified features included the dot/circle, the burgundy colour, the expression 'Break It Off', and the two different font treatments for the tagline. The French version of the tagline, 'Fumer, c'est fini', was more likely to be identified as attention-grabbing than the English version.
Suggestions to improve this concept were relatively limited. The only suggestion offered with some frequency was to use more vibrant colours (e.g. red, yellow, blue). Other suggestions offered by fewer participants included the following:
***DRAFT***
Three images of potential social media graphics for the Break It Off tobacco cessation campaign that use the tagline "Be done with smoking". Each graphic presents a young adult and their social media profile followed by the tagline "Be done with smoking" and the "Break It Off" burgundy font treatment. The text for Luiza reads: "I was catfished by cigarettes-they're nothing like they were pretending to be". The text for Julia reads: "I finally changed my relationship status to: non-smoker". The text for Marco reads: "I creeped tobacco on Facebook and what I found didn't look good".
Overall impressions of the social media graphics incorporating the Be Done with Smoking concept were mixed, ranging from positive to neutral to critical. Participants in both Saskatoon groups were most likely to react positively to the social media graphics, while occasional smokers in St. John's were most likely to react critically and daily smokers in Montreal were most likely to be neutral.
Positive impressions of the social media graphics were based on the following:
Neutral and critical impressions tended to focus on similar aspects including the following:
As noted above, reaction to individual examples of social media graphics also tended to elicit mixed reactions. Presented below is feedback related to each one ordered according to preference (i.e. from the one most positively received to the one least positively received)
Julia:
Reaction to this example ranged from neutral to positive, and of the three treatments, it was the one most likely to elicit positive reactions. Reasons included the following:
Neutral reactions were based on the impression that the message is bland and does not tend to elicit reflection about quitting smoking. It was noted that, while the relationship theme is clear, the message is inconsequential (i.e. while it points to a lifestyle change it is not clear why this change took place or how it changed her life).
Luiza:
Reaction to this example tended to be mixed. Positive reactions or aspects participants liked included the following:
Neutral and critical reactions were based on the impression that the relationship theme is not very effective in this example (i.e. it is not effective in making one think about quitting smoking).
Andrew:
Reaction to this example tended to range from neutral to critical, but with some positive reactions as well. That said, this treatment was the least likely of the three to elicit positive reactions. Neutral and critical reactions were based primarily on a perceived lack of credibility. Participants routinely suggested that everyone knows cigarettes are bad, so the idea of a young adult learning about this through 'creeping' on Facebook is not believable. Positive reactions were based on the ability to relate to this message because everyone 'creeps' and because, like Luiza, the message shows someone learning something and coming to terms with it.
Participants in every group described the messages in all three examples as clear. They also frequently observed that the relationship theme is understood and comes through clearly or more clearly in these examples than in the font treatments and taglines on their own.
That being said, there was a widespread impression that the social media graphics in general are limited in terms of motivating them to think about quitting smoking. The most frequently given explanation was that there is little or nothing in the examples that touches participants personally or connects with their lives in such a way as to get them to reflect about quitting smoking. Some added that the examples contain nothing new and therefore give them nothing new to think about or no reason to quit.
Some participants suggested that the examples might have some effect on them at a subconscious level, as reminders that smoking is bad. Others suggested that the examples might be effective if they were already thinking about quitting smoking, but not otherwise.
The most frequently heard suggestion to make the social media graphics more appealing to people of their age was to establish some meaningful connection to their own lives by providing reasons to quit smoking. Suggestions along these lines included the following:
Two additional suggestions offered with some frequency were to use more vibrant/vivid colours or colour schemes and to change the models in the sense of making their stance look less contrived and their look less sad or depressed. Other suggestions included increasing the font size of the tagline and including a picture of the model that is not identical to the profile picture in the upper left-hand corner.
***DRAFT***
The image on the left is a potential backdrop banner for promoting the Break It Off tobacco cessation campaign that could be used at events on school campuses, trade shows, or malls, for example. The banner features a young man and incorporates the "Break It Off" burgundy font treatment as well as the "Be done with smoking" tagline. Across the top are the Health Canada and Canadian Cancer Society logos.
The image on the right is an individual wearing a black t-shirt branded with the Break It Off tobacco cessation campaign font treatment and the "Be done with smoking" tagline. The tagline is on the front of the shirt and the logo on the back of it. Underneath the font treatment is the website address for the campaign.
Reaction to the example of a campaign banner participants might see at an event was typically neutral. In short, the banner elicited no strong reaction, either positive or negative. Participants routinely suggested that this banner would be unlikely to attract their attention or entice them to stop at a booth where it was displayed. The reason consistently provided for its limited appeal was that there is little or nothing that is captivating or attention-grabbing in it in terms of design or messaging.
The design was generally described as dull, with participants drawing attention to the lack of vibrant colours, the absence of pertinent context or meaningful background, and the perceived sad/bored/depressed looking model. For its part, the message tended to be described as too generic or vague to be meaningful. It was suggested that the one element in the banner that establishes a clear connection to smoking, the tagline, is the least visible element in the design.
Features identified by some as attention-grabbing, and which might entice them to stop at the booth, included the font treatment for 'Break It Off' as well as the picture of the model (these participants described the model as nice looking or attractive). Occasional smokers in Saskatoon were most likely to say they would notice this banner and stop at the booth, though some added they would be more likely to do so if they had already taken the decision to stop smoking. One feature of the banner about which there was widespread agreement was that the logos of Health Canada and the Canadian Cancer Society add credibility to the campaign.
Participants routinely described the T-shirt as attention-grabbing primarily because of the black and white colour scheme/design. While some also described the tagline as appealing because it is discrete, others felt they would not notice it because it is too small and because its meaning is unclear on its own on the front of the T-shirt. The font treatment was more likely to be described as attention-grabbing with some suggesting that it should be placed on the front of the T-shirt to make it more visible. By contrast, some participants in Montreal were of the opinion that the font treatment on its own is unclear and therefore would be unlikely to catch their attention.
***DRAFT***
An image of a second potential font treatment for the Break It Off tobacco cessation campaign. The font treatment consists of the tagline "Ditch Smoking" in upper-case black lettering, and white text that reads: "Break It Off" over a red spray paint background. The "I" in "It" is designed to represent a crushed cigarette.
Overall impressions of the Ditch Smoking / Adieu la cigarette font treatment and tagline ranged from neutral to positive but were more likely to be positive. Few participants expressed negative impressions of the concept overall. Positive impressions were based mainly on the design features. The feature most likely to elicit positive reactions was the graffiti-like red swatch or spray paint motif, which was routinely described as eye-catching or attention-grabbing. Other features that elicited positive reactions included the font size, the use of two different font types, the colour scheme (i.e. combination of black, red, and white), and the use of a crushed cigarette to depict the letter 'I' in the word 'It' (English version) and the word 'laisse' (French version). Positive impressions were also, though less frequently, based on the message, which was described as clear, categorical, assertive, and dramatic. Finally, some said they liked the concept as a whole (i.e. message and design features) because it is unconventional (i.e. the approach struck them as new or different).
Neutral and negative reactions were based mainly on the impression that the design approach and the message (specifically the use of the expression 'Ditch') target a younger audience. As a result, some suggested that there is nothing attention-grabbing, meaningful, or memorable in the concept. Neutral reactions to the message were also based on the impression that the message sounds like an order, that it is slogan-like, and that it makes quitting sound easy. The latter was viewed as making the message less credible or less serious.
Differences between groups or audiences included the following:
Asked what message this concept is trying to communicate, participants most often identified variations on themes such as breaking a bad habit, breaking with the past, taking the initiative, and freeing oneself from cigarettes. Some participants focused directly on the relationship theme as part of the messaging. However, as was the case with the previous concept, the response was mixed when participants were asked explicitly if the allusion to the relationship theme is clear.
As was the case with the first concept, features of this concept identified as attention-grabbing tended to be the same ones identified when participants were asked about their overall impression of the concept. The features identified most often were the graffiti-like red swatch or spray paint motif, the two different font types, and the use of a crushed cigarette to depict the letter 'I' in the word 'It' (English version) and the word 'laisse' (French version). Some occasional smokers in St. John's said they noticed the expression 'Ditch' because it is not commonly used by people they know in their age group.
Suggestions to improve this concept included the following:
***DRAFT***
Three images of potential social media graphics for the Break It Off tobacco cessation campaign that use the tagline "Ditch smoking". Each graphic presents an empowered young adult followed by the tagline: "Ditch smoking" and the "Break It Off" font treatment. The text for the graphic with the yellow background reads: "I need space to breathe". The text for the graphic with the blue background reads: "It's not me, actually, it's you". The text for the graphic with the green background reads: "We want different things".
Overall impressions of the social media graphics incorporating Ditch Smoking tended to be positive, and those who were not positive were more likely to be neutral than critical of the graphics. Positive impressions were most often linked to design-related features but also to the message itself. As was the case with the previous concept, the specific examples elicited mixed reactions (i.e. some considered better/more appealing than others).
Positive impressions of the social media graphics were based on the following:
Neutral and critical impressions were based on the following:
As noted above, reaction to individual examples of social media graphics also tended to elicit mixed reactions. Presented below is specific feedback related to each one ordered according to preference (i.e. from the one most positively received to the one least positively received).
Of the three treatments, this example was the one most likely to elicit positive reactions from participants. Reasons for positive impressions included the following:
Reaction to this example tended to be mixed. Reaction to the model was generally positive, with some suggesting that he seems to be somber. Some also reacted positively to the message, describing it as decisive without being negative. Finally, some drew attention specifically to the green background colour as something they like. Others, however, reacted neutrally or critically to the message, suggesting that the relationship theme does not work well in this treatment because it is not clear what a cigarette could want. It was suggested that this results in an unclear or confusing message.
Reaction to this example ranged from neutral to critical, and of the three treatments, it was the one most likely to elicit critical reactions. Reasons informing neutral and critical reactions included the following:
On the other hand, some participants felt that the look on this model's face was appropriate and something they could relate to because coming to terms with smoking does, at times, generate feelings of depression and frustration. In this sense, some also liked the message because it taps into a feeling of frustration about smoking that they can relate to.
As was the case with the previous concept, participants routinely described the messages in all three examples as clear (though this was less likely to be the case for the second example). They also observed that the relationship theme is clear, sometimes adding that it is clearer in this approach than in Be done with smoking. The relationship theme was least likely to be understood by daily smokers in Saskatoon, where some interpreted the messages as being delivered by non-smokers to smokers.
Despite participants' positive reaction to the design elements and perception that the message is clear, there was widespread agreement that the examples are limited in terms of motivating them to think about quitting smoking. The reason most frequently given was similar to the one given to explain the limited motivational power of the first concept. That is, there is little or nothing that touches participants personally or connects with their lives in such a way as to get them to reflect about quitting smoking. Some added that they need something more 'jaw dropping', serious, or consequential to make them think about quitting. Several others added that the relationship theme is not very effective because smoking is not a relationship.
On the other hand, some said that these examples would make them think about quitting, or that they were more effective in this regard than the examples incorporating the first concept. Reasons for their greater effectiveness in this regard included the eye-catching or attention-grabbing nature of the treatments, models that are easier to relate to, and a more effective incorporation of the relationship theme in this approach. Regarding the latter, one participant observed that the relationship theme in these examples made one think of a non-smoking partner and reflect more about quitting. Daily smokers in St. John's were most likely to describe these examples as effective in making them reflect on quitting smoking.
Once again, the most frequently offered suggestion to make the social media graphics more appealing to people of their age was to establish some meaningful connection to their own lives by providing reasons to quit smoking (e.g. money saved, lifestyle difference). Other suggestions included establishing a clearer link to smoking by making cigarettes more visible (e.g. include the picture of a broken cigarette), reversing the order between font treatment and tagline (i.e. begin with 'Break It Off'), and having the model in example 2 smile or at least look less depressed.
***DRAFT***
The image on the left is a potential backdrop banner for promoting the Break It Off tobacco cessation campaign that could be used at events on school campuses, trade shows, or malls, for example. The banner features a young woman and incorporates the "Break It Off" logo and "Ditch smoking" tagline. Across the top are the Health Canada and Canadian Cancer Society logos.
The image on the right is an individual wearing a black t-shirt branded with the Break It Off tobacco cessation campaign font treatment and "Ditch smoking" tagline. The font treatment is on the front of the shirt and the text "I need space to breath" is on the back. Underneath the text is the website address for the campaign.
Participants suggested that this banner would be likely to attract their attention if they happened to be at an event displaying it, with some adding that it is more attention grabbing or captivating than the version incorporating Be done with smoking. Reasons provided to explain why included its vibrant colours and the font treatment and tagline which are prominent, bold in terms of messaging, and make a connection to smoking (i.e. 'Ditch smoking'). The model was much less likely to be identified as an attention-grabbing feature of the banner, though some described her as noticeable because she looks angry or frustrated. It was also said that her T-shirt attracts attention.
The banner was less effective in terms of motivating participants to stop at a booth where it would be displayed. Indeed, most said they would be unlikely to stop for the following reasons:
Some on the other hand said they would be motivated to stop or more likely to stop at a booth displaying this banner than a booth displaying the banner incorporating the 'Be done with smoking' concept. Reasons included the following:
Participants routinely described the T-shirt as attention-grabbing. As with the version incorporating the Be done with smoking concept, one of the most attractive features was the black and while colour scheme/design. The font treatment and tagline on the front were also described as eye-catching because of their size/proportions, the message is considered slightly amusing and provocative, and the use of different font types. Some suggested that the tagline would be more captivating if the red colour were used. Many also described the message on the back as visually appealing because of its size and because the message and the website address would generate curiosity.
No clear winner emerged when participants were asked which of the two concepts they preferred. Slightly more participants preferred the Ditch smoking concept but among these were some who suggested combining the graphics of the latter with the text/message of Be Done with Smoking. Indeed, while the design features for the Ditch smoking concept routinely elicited more positive feedback than those used in the Be Done with Smoking, many participants preferred the message in the latter. Reasons for participants' overall preference are summarized in the table below.
| Be done with smoking / Fumer, c'est fini | Ditch smoking / Adieu la cigarette |
|---|---|
| The message is simple, straightforward, and more likely to generate reflection. | The message is categorical, definitive and dramatic and more provocative. |
| The message is more age appropriate. By contrast, the expression 'ditch' is more appropriate to a younger age group (e.g. under 20). | The design features are more appealing/attractive and attention-grabbing. |
| The approach in general is more sober/less 'in your face' and in particular the circle/dot in the font treatment is appealing as a symbol. | The general approach is more modern and unconventional (i.e. more gritty/provocative). |
| The message is better in tone because it does not sound like an order and it is more realistic/credible/serious. By contrast Ditch smoking sounds like an order and makes quitting smoking sound easy. | The font treatment and tagline in the French version are more coherent and flow better. |
| Some participants in Montreal prefer use of the word 'cigarette' in the message (i.e. 'Adieu la cigarette'). | Some participants in Montreal prefer use of the word 'fumer' in the message (i.e. 'Fumer, c'est fini'). |
The only noticeable difference by audience type was that most daily smokers in each location expressed an overall preference for Ditch smoking while most occasional smokers in each location expressed an overall preference for Be done with smoking. That being said, most daily smokers in St. John's qualified their overall preference by saying that they prefer a hybrid approach using the text/message from Be done with smoking combined with the graphics from Ditch smoking.
After reviewing and comparing the two conceptual approaches, participants were asked for their feedback on an alternative approach. The alternative approach, designated as Split up with smoking, included the following font treatment and tagline:
***DRAFT***
An image of another potential font treatment for the Break It Off tobacco cessation campaign. The font treatment consists of the campaign name, "Break It Off", in upper-case black lettering, followed by the tagline, "Split up with smoking", in upper-case red lettering. The "K" in "Break" is designed to represent a broken cigarette.
Reaction to the alternative font treatment was mixed, ranging from positive to neutral to critical. The element most likely to elicit positive reaction was the depiction of a broken cigarette as part of the letter 'K' in the expression 'Break It Off'. The French version of this tagline elicited similar enthusiasm for the depiction of a broken cigarette as part of the letter 'L' in the expression 'Je te laisse'. Other features that tended to elicit positive reactions were the red font in ttagline, the combination of black and red font, and the font style.
The tagline 'Split up with smoking' elicited mixed reactions. Some liked it because the relationship theme is explicit and clear, while others disliked it for the same reason, suggesting that the emphasis on the relationship theme is too strained and obvious. Some participants in Montreal suggested that the two parts of the French version (i.e. 'Je te laisse' and 'Sépare-toi de la cigarette') are contradictory because the first part is spoken in the first-person and suggests someone taking charge while the second part gives the impression of a third-person issuing an order.
With one exception, no one preferred this approach to the one they had identified previously as their favourite. However, many participants in St. John's and Saskatoon felt that the depiction of a broken cigarette as part of the letter 'K' in 'Break It Off' should replace the crushed cigarette used in Be done with smoking and Ditch smoking to depict the letter 'I' in the word 'It'. It was suggested that a broken cigarette works better than a crushed cigarette because it suggests that the cigarette was destroyed rather than smoked. On the other hand, a few participants felt that the broken cigarette looked more like a broken pencil. The French version of this tagline elicited similar enthusiasm for the depiction of a broken cigarette as part of the letter 'L' in the expression 'Je te laisse'. While a number of participants in Montreal reacted positively to this design feature, no one suggested incorporating it into their preferred conceptual approach.
Following the review of the logo and tagline, participants were given a sheet containing a list of other possible taglines. They were asked to identify the one they considered most effective. The list included the following options:
The taglines most likely to be preferred by English-speaking participants were those emphasizing freedom from cigarettes (i.e. 'Free Yourself From Smoking'), being better off smoke-free (i.e. 'You're Better Off Smoke Free'), and self-worth (i.e. 'You're Better Than Smoking'). The tagline most likely to be preferred by French-speaking participants was the one emphasizing self-worth (i.e. 'Je vaux plus qu'une cigarette').
No other tagline was preferred by more than a few participants. 'Free Yourself From Smoking' was preferred because of the emphasis on freedom in general and freeing oneself from toxins in particular. 'You're Better Off Smoke Free' was preferred because it is true, to the point, and works well with the expression 'Break It Off'. Finally, 'You're better than smoking/Je vaux plus qu'une cigarette' was preferred because it emphasizes self-worth, reminds one that smoking is a bad habit or an addiction, and brings to mind the idea of taking back control of one's life.
Participants were shown examples of three promotional items that could be distributed at events and asked about their usefulness and appropriateness in the context of a smoking cessation campaign. The items included a stress ball, breath mints, and a cardholder that fastens to the back of a mobile phone.
***DRAFT***
Images of three potential promotional items that could be handed out at events as part of the Break It Off campaign: a stress ball, a package of mints, and a card holder that fastens to the back of a mobile phone. Each item contains the "Break It Off" font treatment, tagline, and website address.
Prior to being asked to comment on the promotional items, participants were asked what they think should be the purpose of promotional items that are part of a quit smoking campaign like Break It Off. In response, three purposes were routinely identified. These included serving as reminders/keeping the issue of quitting top-of-mind, helping increase awareness of the campaign, and playing a supportive/motivator/role in helping one quit smoking.
There was a consensus among participants that the promotional items were appropriate, and widespread agreement that they are useful, primarily as reminders and ways to spread awareness of the campaign. The stress ball and mints were also viewed as helpful in a supportive capacity for someone when trying to quit smoking - the ball by helping with stress relief and the mints by being a substitute for cigarettes. Some who described the mints as a useful substitute for cigarettes suggested that they might be less useful as a reminder or a way to spread awareness because once they are consumed the packet is thrown away.
Comparatively speaking, the usefulness of the cardholder was most likely to be considered problematic. It was suggested, for example, that relatively few people use cardholders and that those who do might not want a smoking cessation campaign version. Its usefulness as a reminder and a way to spread awareness was also questioned on the assumption that people rarely look at the back of their phone and that people do not look at other people's phones. In response, it was suggested that people have their phones with them 24/7 so the cardholder is likely to have some effect as a reminder, especially when people pull out their credit or debit card to purchase cigarettes.
Participants collectively identified a host of additional promotional items they thought might be useful. The list included fidget toys/devices, apps to help track their smoking cessation progress, as well as wrist bands, pins, fridge magnets, chewing gum, water bottles, T-shirts, pens, stickers, slime, key chains, and lighters.
This section reports on participants' reactions to a proposed redesign of the Break It Off website. Participants were shown a screenshot of the landing page for the site and asked to review it. Two versions of the landing page were tested, differing only in terms of style (i.e. the content in terms of menus and text was the same in both versions). One version incorporated the Be done with smoking concept and the other incorporated the Ditch smoking concept. The presentation of versions was rotated so that each version was presented first in half the focus groups.
***DRAFT***
Images of two potential website landing page designs for the Break It Off tobacco cessation campaign. One uses the "Be done with smoking" font treatment and tagline, and the other uses the "Ditch smoking" font treatment and tagline.
Nearly all participants said that it is clear when looking at the home page of either version that this is a quit smoking website. The few participants who indicated that this was not clear to them were occasional smokers in St. John's who were reviewing the Ditch smoking version.
There was widespread positive reaction to the proposed redesign of the landing page of the Break It Off campaign website, regardless of which of the two approaches participants were shown first (i.e. Be done with smoking or Ditch smoking). With one exception, all or most participants in every group reacted positively and those who were not positive were neutral rather than negative.
Reasons for positive overall impressions focused on the design/presentation, content, and organization of the website and included the following:
Neutral reactions tended to be based on the impression that the overall look is boring and that there is little or nothing that is eye catching in terms of design. The Ditch smoking version was more likely to elicit positive feedback on design-related features while the Be done with smoking version elicited neutral reactions in this regard.
Most participants described the presentation of the home page as attractive and appealing in a way that makes them want to use the site. Features or aspects of the site identified as appealing or attractive in the sense of making participants want to use it included the following:
Some participants, however, identified features of the site that do not motivate them to want to use it. These include the following:
Participants were unanimous in describing the menus on the home page as clear and easy to understand. Indeed, no one identified any label considered confusing or lacking in clarity.
Participants had no difficulty identifying sections on the home page they thought would contain useful information for them personally. These included the following:
Participants offered relatively few suggestions to improve the design of the website in order to make it more relevant or appealing. The only frequently made suggestion was to include better or more meaningful pictures of the young adults featured on the home page. Other suggestions applying to both sites included making the competition/contest more visible by moving it up, placing 'Some reasons for quitting smoking' before 'Share your quitting experience', including videos in the 'Share your quitting experience' section, and making the Health Canada logo more prominent/visible.
A few suggestions related specifically to the colours/colour schemes used in each version of the home page. In relation to Ditch smoking, some suggested replacing the colour pink to give the site a more sober/serious look and removing the red 'swatches' because they look like dripping blood. In relation to Be done with smoking, some suggested replacing the burgundy colour and adding more colour/using more vibrant colours.
Participants were divided when asked which version of the website they preferred, though slightly more identified Ditch smoking. Those who preferred this version typically described it as more attractive than the other version. In explaining why, they described it as 'more motivational', 'more fun-looking', 'more modern-looking' (i.e. like Instagram, Buzzfeed, or Snapchat), and 'more adapted to their age group', with some suggesting that it looks like it was designed by young people. Some participants also preferred it for organizational reasons, suggesting that it appears easier to guide/orient themselves in this version and that they have a clearer sense of links and content in this version. Additional reasons for preferring this version included the impression that the spacing is better and a preference for the tagline, 'I need space to breathe'.
Those who preferred Be done with smoking usually described it as more sober/serious, more professional looking, less distracting (compared to the pink background of Ditch Smoking), and easier on their eyes/calmer, with some suggesting that the colour scheme is more appropriate for a smoking cessation website. Some also felt that the overall use of space was better in this version, giving the home page a lighter, more aerated look. A few expressed a preference for the 'Be done with smoking' font treatment.
Regional differences were evident when it came to preferences regarding versions of the website. Most participants in both groups in St. John's preferred Ditch smoking, while most in both Montreal groups preferred Be done with smoking. By contrast, participants in both Saskatoon groups were split down the middle in terms of preferences.
Participants were unanimous that the best way for Health Canada to reach young adult smokers with Break It Off campaign materials is through social media channels (e.g. Youtube, Instagram, Facebook, Twitter). Other routinely suggested media included the following:
INTRO: Hello/Bonjour, my name is [RECRUITER]. I'm calling from Decision Points Research, a Canadian research company. We're organizing a series of discussion groups on behalf of the Government of Canada with smokers in your area.
Would you prefer that I continue in English or French? / Préférez-vous continuer en français ou anglais?
RECRUITER NOTE: FOR ENGLISH GROUPS, IF PARTICIPANT WOULD PREFER TO CONTINUE IN FRENCH, PLEASE RESPOND WITH, "Malheureusement, nous recherchons des gens qui parlent anglais pour participer à ces groupes de discussion. Nous vous remercions de votre intérêt."
Is there anyone in your household aged 20 to 24 who smokes cigarettes? If so, may I speak with this individual?
No
Yes:
DESCRIPTION: We are conducting a research study for Health Canada, a department of the Government of Canada, to help them develop health-related information for cigarette smokers. I'd like to tell you about the study to see if you might be interested in taking part in a discussion group. The groups will last up to two hours and will be conducted in the evening. People who take part will receive a cash gift to thank them for their time and light refreshments will be served. The format is a "round table" discussion led by a research professional with up to 11 participants. All opinions will remain anonymous and participation is voluntary. The information collected will be used for research purposes only and handled according the Privacy Act of Canada.* The full names of participants will not be provided to the government or any other third party. More information about the handling and use of your personal information will be provided by email in advance of the research. Would you be interested in taking part in this study?
*IF ASKED: The personal information you provide to Health Canada is governed in accordance with the Privacy Act and is being collected under the authority of section 4 of the Department of Health Act. The information you provide will not be linked with your name on any document including the consent form or the discussion form. In addition to protecting your personal information, the Privacy Act gives you the right to request access to and correction of your personal information. For more information about these rights, or about our privacy practices, please contact Health Canada's Privacy Coordinator at 613-948-1219 or privacy-vie.privee@hc-sc.gc.ca. You also have the right to file a complaint with the Privacy Commissioner of Canada if you think your personal information has been handled improperly. The final report written by Phoenix SPI will be available to the public from Library and Archives Canada (http://www.bac-lac.gc.ca/).]
Before we invite you to attend, I need to ask you a few questions to make sure we are getting a good mix of people for each discussion groups. This will take 5 minutes. May I continue?
1. Record gender by observation. [50/50 SPLIT]
2. We've been asked to speak to participants of all different ages. May I have your age please? [GET MIX]
RECRUITER NOTE: WHEN TERMINATING AN INTERVIEW, SAY: "Thank you very much for your cooperation. We are unable to invite you to participate because we have enough participants who have a similar profile to yours."
3. Do you, or any member of your immediate family, work for…? [READ LIST]
Yes
No
4. At the present time, do you smoke cigarettes every day or occasionally?
VOLUNTEERED:
5. In the past 30 days, did you smoke any cigarettes?
6. Have you ever tried to quit smoking?
7. Are you seriously thinking about quitting smoking in the next 6 months? [GET MIX]
8. Could you please tell me what is the last level of education that you have completed?
9. Which of the following best describes your employment situation? Are you… [READ]
ASK Q10 IF EMPLOYED; IF NOT, GO TO Q11.
10. What is your current occupation? [GET MIX]
[RECORD JOB AND CODE AS 1) TRADE* or 2) NON-TRADE]
*NOTE: This is someone who specializes in a particular occupation that requires work experience, on-the-job training, and/or vocation education. Examples of occupations: carpenter, construction worker, mining, oil and gas extraction workers, mechanic, HVAC technician, plumber, electrician, machine operator, welder, painter, mason, cooks/chefs, hairstylist, etc.
11. Do you identify as…
*IF ASKED: 'LGBTQ2' refers to: lesbian, gay, bisexual, transgender, queer, two-spirited
12. Which, if any, of the following types of music do you listen to ? [READ LIST; GET MIX]
VOLUNTEERED: None of the above.
13. Have you ever attended a discussion group or taken part in interview on any topic that was arranged in advance and for which you received money for participating?
14. When did you last attend one of these discussion groups or interviews? [DO NOT READ UNLESS HELPFUL]
15. Thinking about the groups or interviews that you have taken part in, what were the main topics discussed?
RECORD: _______________
THANK/TERMINATE IF RELATED TO TOBACCO
16. How many discussion groups or interviews have you attended in the past 5 years?
17. Participants will be asked to look at some items and voice their opinions in front of others. Do you feel comfortable doing this?
18. The discussion group will be video-recorded. These recordings are used to help with analyzing the findings and writing the report. The results from the discussions will be grouped together in the research report, which means that individuals will not be identified in anyway. Neither your name nor your specific comments will appear in the research report. Is this acceptable?
19. There may be some people from Health Canada and other organizations* who have been involved in this project observing the session in-person or remotely via a webcam set-up. They will not take part in the discussion and they will not know your name. Is this acceptable?
*IF ASKED: This includes the Canadian Cancer Society and the creative agency.
Thank you. We would like to invite you to attend one of the discussion groups, which will be lead by a researcher from the national public opinion research firm, Phoenix SPI. The group will take place on [DAY OF WEEK], [DATE], at [TIME] and it will last two hours. Following your participation, you will receive $125 to thank you for your time.
20. Are you willing to attend?
21. May I have your email address so that we can also send you an email message with the address where the group will be held, as well as a consent form to read and bring with you to the focus group?
At the facility, you will be asked to produce photo identification, so please remember to bring something with you (for example, a driver's license). In order to participate, you will also be asked to provide the signed consent form we will send by email in advance.
If you use glasses to read, please bring them with you.
As we are only inviting a small number of people to attend, your participation is very important to us. If for some reason you are unable to attend, please call us so that we can get someone to replace you. You can reach us at [INSERT NUMBER] at our office. Please ask for [INSERT NAME].
Someone from our company will call you the day before to remind you about the session. To do that, we need to have your contact information.
Thank you!
What you all have in common, and part of the reason you're here, is that you all smoke cigarettes.
ASK DAILY SMOKERS:
ASK OCCASIONAL SMOKERS:
For those who have,
Probes (if needed): withdrawal, stress, triggers, no quit plan
Probes (if needed): lack of support, no motivation, same routine, friends who smoke, living with someone who smokes
Probes (if needed): Nicotine Replacement Therapy (NRT), prescription medications, vaping/e-cigarettes, counselling, online support groups
As I mentioned, tonight we'll be asking you to review potential messages and resources related to a campaign on quitting smoking. However, before we do, I'd like you to think about quitting smoking messages or campaigns that you have seen. NOTE: THE FOCUS IS ON CAMPAIGNS CARRIED OUT BY WAY OF MEDIA. IF PARTICIPANTS MENTION HEALTH WARNING MESSAGES OR HEALTH INFORMATION MESSAGES ON/IN CIGARETTE PACKAGES, REDIRECT THE FOCUS.
*NOTE SPECIFIC REFERENCES TO BREAK IT OFF.
IF NOT MENTIONED: Have you seen or heard any campaigns with a slogan called Break It Off? [HAND COUNT]
IF YES: What do you remember? Did it make you think about quitting smoking? Did you try to quit?
This evening we'll be reviewing messages and resources related to Break It Off, a campaign launched by Health Canada and the Canadian Cancer Society to help smokers in your age group quit smoking and stay smoke-free.
We're going to start by reviewing two creative concepts developed for Break It Off. Each approach includes different fonts for the words "Break It Off" with a tagline as well as a series of products so that you can better understand how the concept could be used in a marketing campaign. We'd like your feedback on each of the concepts and the campaign-related materials that incorporate each approach.
REVIEW THE FIRST CONCEPTUAL APPROACH. ROTATE ORDER OF PRESENTATION OF CONCEPTS ACROSS GROUPS (I.E. BEGIN WITH BE DONE IN ONE GROUP AND DITCH SMOKING IN THE FOLLOWING GROUP).
Let's start with the first approach, which I will call concept [BE DONE/DITCH]. Please turn to the first page in your booklet - it features a font treatment and a tagline for this approach. POINT THIS OUT TO PARTICIPANTS. The font and tagline would appear on all campaign-related materials. I'd like you to take a moment to review the font and tagline. When everyone is finished, we'll discuss the materials as a group. Feel free to jot down any thoughts or impressions you have. Please keep your reaction to yourself, and don't flip ahead in the booklet.
ALLOW A MOMENT FOR PARTICIPANTS TO REVIEW THE CONCEPT THEN PROCEED.
Ok, it looks like everyone has had time to review it.
Probe: - positive, neutral, negative impressions and why
Probe: - Is the relationship theme understood?
Probe: - colours, fonts, preferred tagline font*
*Concept 1 only
Let's turn to the next page in the booklet. On this page, you will see examples of how this concept could be used in graphics for social media. Take a moment to look at it. Once again, feel free to jot down any thoughts or impressions you have including anything you notice or that catches your attention. Please keep your reaction to yourself until we discuss it as a group.
GIVE PARTICIPANTS A MOMENT TO REVIEW IT.
Ok, it looks like everyone has had time to review it.
WATCH FOR DIFFERENCES BY GRAPHIC.
Probe: - positive, neutral, negative impressions and why
- Is there one in particular that stands out more to you? Why is that?
Probe: - colours, images, text
Probe: - What about the models…how old do you think they are?
- Do the models look like people you might spend time with?
Probe: - memorable aspect(s)
Probe: - review each of the three examples for lack of clarity
- is the relationship theme clearly understood?
Please turn to the next page. Here are examples of campaign-related materials that could be used at events on school campuses, trade shows, malls, etc. One is a backdrop banner and the other shows T-shirts that could be worn by people operating booths at these types of events. Take a moment to look at both and then we'll discuss them. Again, feel free to jot down any thoughts or impressions, including anything you notice or that attracts your attention.
GIVE PARTICIPANTS A MOMENT TO REVIEW THEM.
Let's start with the banner,
Probe: - What would attract attention (colour scheme, image, font treatment and tagline)?
- Do the Health Canada and Canadian Cancer Society logos add credibility?
Probe: - What about the chosen colour-scheme and featured model?
- Does the model look like someone you might spend time with?
What about the T-shirts,
Probe: - What would attract attention (colour scheme, image, font treatment and tagline)?
Now we're going to move to the next concept which we'll identify as concept [1/2].
REPEAT PROCESS FOR SECOND CONCEPT (I.E. QUESTIONS 12-26).
Now that you've reviewed both conceptual approaches, I'm going to ask you which one you prefer. Let's have one last look at both approaches. SHOW/DISPLAY COPIES OF BOTH APPROACHES AND ASK PARTICIPANTS TO WRITE DOWN THE NAME OF THE ONE THEY CONSIDER MOST EFFECTIVE (I.E. BE DONE OR DITCH).
As you may be aware, promotional items are often handed out at events. I'm going to show you examples of promotional items that could be handed out at events as part of the Break It Off campaign. Before I do …
Now turn to page [INSERT] in your booklet. Here are examples of promotional items that could be distributed at campaign-related events. You'll notice that the items include the font treatment and tagline most of you chose as your favourite. ADJUST LANGUAGE IN THE EVENT OF NO CLEAR WINNER AMONG CONCEPTS. ENSURE CLARITY REGARDING THE NATURE OF EACH ITEM, THEN PROCEED.
Probe: - review usefulness of each item as quit tool
Probe: - wrist band (like the Livestrong ones), stickers (to put on notebook, car, etc.)
Before we leave the conceptual approaches, we'd like your feedback on an alternative approach as well as possible alternative taglines. Page [INSERT] of the booklet contains an alternate font treatment and tagline that we'll refer to as Concept SPLIT. Please take a moment to review it and feel free to jot down any thoughts or impressions you have. Once again, keep your reaction to yourself until we discuss it as a group.
ALLOW A MOMENT FOR PARTICIPANTS TO REVIEW THE CONCEPT THEN PROCEED.
Ok, it looks like everyone has had time to review it.
Probe: - positive, neutral, negative impressions and why
I'm now going to hand out a sheet that contains a list of other possible taglines [HAND-OUT 1]. I'd like you to read these taglines on your own, in silence, and identify the one you consider most effective by circling it or underlining it. Once everyone is finished, we'll discuss the taglines as a group.
DISTRIBUTE HANDOUT. ALLOW UP TO 2 MINUTES FOR PARTICIPANTS TO REVIEW THE TAGLINES THEN PROCEED.
I'm going to read each tagline and I'd like you to indicate if it was your favourite by raising your hand. READ LIST. Now I'd like to discuss the taglines most often identified.
ASK NEXT QUESTION FOR MOST FREQUENTLY IDENTIFIED PREFERENCE(S).
Probe: what works/doesn't work across all taglines?
does anyone prefer one of these taglines to the one you chose as your favourite earlier? If so why?
COLLECT HANDOUT. THEN PROCEED.
We're now going to turn to the Break It Off website. Turn to [INSERT] page in your booklet. Here's a screen shot of the proposed redesign of the home page of the campaign's website, Breakitoff.ca. Please take a minute to review it in silence and then we'll talk about it as a group. Feel free to jot down any thoughts or impressions you have including anything you notice or that catches your attention. ALLOW UP TO 2 MINUTES FOR PARTICIPANTS TO REVIEW THEN PROCEED.
Probe: - positive, neutral, negative impressions
Probe: - what features if any do they find attractive/appealing?
- what do you think about the colours? The featured young adult?
Probe: - review labels that are not clear
I'm now going to show you an alternative approach for the website home page [HANDOUT 2]. The content (i.e. menus and text) is the same as in the previous version but the style is different. Please take a moment to review it in silence and then we'll talk about it as a group. Feel free to jot down any thoughts or impressions you have including anything you notice or that catches your attention. ALLOW UP TO 2 MINUTES FOR PARTICIPANTS TO REVIEW THEN PROCEED.
Now that you've reviewed both conceptual approaches, I'm going to ask you which one you prefer. Let's have one last look at both approaches. SHOW/DISPLAY COPIES OF BOTH APPROACHES.
Which of these approaches to the website do you prefer? How many chose … [HAND COUNT FOR EACH] Why?
We've covered a lot tonight and I really appreciate you taking the time to come and share your opinions. I'm going to leave the room now to check with the observers to see if there are any last questions for you. When I come back, I'm going to ask whether any of you has last thoughts that you want to give the Government of Canada about discussion topic.
MODERATOR WILL LEAVE THE ROOM AND CHECK WITH OBSERVERS TO SEE IF THERE ARE LAST QUESTIONS.
Thank you very much for your time. This concludes the discussion group. 1ST GROUP ONLY, ADD: When you leave the room, please don't discuss the topic. Participants for the second group will be in the waiting room.
The cover sheet of the booklet handed out in the focus groups. It reads: Break it off, campaign refresh.
Two images of a proposed font treatment for the Break It Off tobacco cessation campaign. The font treatment is a burgundy circle with white text that reads: "Break It Off". The "I" in "It" is designed to represent a broken cigarette. Underneath the circle is a tagline, which reads: "Be done with smoking". The difference between the two images is the font style used for the tagline in each.
Three images of potential social media graphics for the Break It Off tobacco cessation campaign that use the tagline "Be done with smoking". Each graphic presents a young adult and their social media profile followed by the tagline "Be done with smoking" and the "Break It Off" burgundy font treatment. The text for Luiza reads: "I was catfished by cigarettes-they're nothing like they were pretending to be". The text for Julia reads: "I finally changed my relationship status to: non-smoker". The text for Marco reads: "I creeped tobacco on Facebook and what I found didn't look good".
The image on the left is a potential backdrop banner for promoting the Break It Off tobacco cessation campaign that could be used at events on school campuses, trade shows, or malls, for example. The banner features a young man and incorporates the "Break It Off" burgundy font treatment as well as the "Be done with smoking" tagline. Across the top are the Health Canada and Canadian Cancer Society logos.
The image on the right is an individual wearing a black t-shirt branded with the Break It Off tobacco cessation campaign font treatment and the "Be done with smoking" tagline. The tagline is on the front of the shirt and the logo on the back of it. Underneath the font treatment is the website address for the campaign.
An image of a second potential font treatment for the Break It Off tobacco cessation campaign. The font treatment consists of the tagline "Ditch Smoking" in upper-case black lettering, and white text that reads: "Break It Off" over a red spray paint background. The "I" in "It" is designed to represent a crushed cigarette.
Three images of potential social media graphics for the Break It Off tobacco cessation campaign that use the tagline "Ditch smoking". Each graphic presents an empowered young adult followed by the tagline: "Ditch smoking" and the "Break It Off" font treatment. The text for the graphic with the yellow background reads: "I need space to breathe". The text for the graphic with the blue background reads: "It's not me, actually, it's you". The text for the graphic with the green background reads: "We want different things".
The image on the left is a potential backdrop banner for promoting the Break It Off tobacco cessation campaign that could be used at events on school campuses, trade shows, or malls, for example. The banner features a young woman and incorporates the "Break It Off" logo and "Ditch smoking" tagline. Across the top are the Health Canada and Canadian Cancer Society logos.
The image on the right is an individual wearing a black t-shirt branded with the Break It Off tobacco cessation campaign font treatment and "Ditch smoking" tagline. The font treatment is on the front of the shirt and the text "I need space to breath" is on the back. Underneath the text is the website address for the campaign.
The image on the left is a potential backdrop banner for promoting the Break It Off tobacco cessation campaign that could be used at events on school campuses, trade shows, or malls, for example. The banner features a young woman and incorporates the "Break It Off" logo and "Ditch smoking" tagline. Across the top are the Health Canada and Canadian Cancer Society logos.
The image on the right is a potential backdrop banner for promoting the Break It Off tobacco cessation campaign that could be used at events on school campuses, trade shows, or malls, for example. The banner features a young man and incorporates the "Break It Off" burgundy font treatment as well as the "Be done with smoking" tagline. Across the top are the Health Canada and Canadian Cancer Society logos.
Images of three potential promotional items that could be handed out at events as part of the Break It Off campaign: a stress ball, a package of mints, and a card holder that fastens to the back of a mobile phone. Each item contains the "Break It Off" font treatment, tagline, "Be done with smoking", and website address.
Images of three potential promotional items that could be handed out at events as part of the Break It Off campaign: a stress ball, a package of mints, and a card holder that fastens to the back of a mobile phone. Each item contains the "Break It Off" font treatment, tagline, "ditch smoking", and website address.
An image of another potential font treatment for the Break It Off tobacco cessation campaign. The font treatment consists of the campaign name, "Break It Off", in upper-case black lettering, followed by the tagline, "Split up with smoking", in upper-case red lettering. The "K" in "Break" is designed to represent a broken cigarette.
An image of additional taglines participants were asked to assess. The list included the following options:
Image of a potential website landing page design for the Break It Off tobacco cessation campaign which uses the "Be done with smoking" font treatment and tagline.
Image of a potential website landing page design for the Break It Off tobacco cessation campaign which uses the "Ditch smoking" font treatment and tagline.