According to the University of Waterloo’s 2017 Use of Tobacco Report, as of 2015, 13% of Canadians classified themselves as smokers. These rates leave a huge market for an effective consumer based solution. More than half of current smokers in the survey had attempted to quit in the past year and failed (Reid, 62).
With such a large demand for change but a relatively low success rate, there is definitely room for a more comprehensive and user centred solution. Such a solution will require extensive research as well as thorough attention towards the target demographics. The highest rates of attempted quitting of tobacco are prevalent in younger demographics and these rates decline steadily with age (Reid, 61). Such a statistic leaves considerable amounts of room to use a digital strategy due to the exceptionally high technology usage rates among youth in Canada.
Social Media channels will be used in unorthodox fashions to break the stigma associated with smoking. Its main purpose will be to develop a sense of community and openness for those who are currently on, or planning to start the path to quitting. The negative societal connotation associated with tobacco leaves a lot of people trying to quit feeling isolated and unmotivated. Consequently, we are going to develop a social media campaign that defies such standards and enhances the success of our overall program.
A vital component of a smoker’s routine are the social habits and expectations associated directly to the addiction. A sense of fun and excitement will be instilled in not only users, but extended to the entire audience of the social media campaigns. Such feelings of excitement, will create a positive connotation to our mission and funnel both users and potential users towards our solution. Our social media channels will harness 9 the flow created in the digital and physical touch points of the program and foster an accepting, blunt and colloquial atmosphere.
A digital framework will be the most scalable and effective due to the instant access allowed by this type of platform, Additionally, it will allow partnerships with outside organizations who share the same mission and enable the distribution of access codes which will allow for the simple integration of a core system.
A physical touch point that mimics the muscle memory of smoking will be a key differentiator from current less effective solutions, as the addiction of smoking truly surpasses the realms of a simple notification system. The previous point also helps with the associated social aspect of smoking – a digital system paired with a physical component will allow for support groups as well as the ability to be around friends and family who smoke without participating in the activity yourself.
The fusion of mental, physical and social behaviour strategies will allow us to develop a cohesive and user centred digital system to further decline the percentage of smokers in Canada.