NEW BRUNSWICK CRIME STOPPERS

In New Brunswick, more than 50% of all tobacco products sold are illegal, and that means funds that could be going to support healthcare and other government services are being funnelled into the hands of organized crime.

The RCMP reports that profits from illegal tobacco fund human trafficking, violent crime, and illegal drugs in New Brunswick communities.

New Brunswick Crime Stoppers asked us to help them develop a bilingual social media campaign to reach smokers with this important message: the cost to our community is too much to bear.

We deployed a digital campaign on 7 social media channels over 3 months, and achieved 4x META click through estimates, and massive engagement across all platforms. The campaign achieved a 68% lift in tobacco-related tips received.

NBCS Social Media Ads
A weathered pack of discarded cigarettes lying on soil surrounded by fallen autumn leaves. The pack has a faded red and white design with the text "DISCOUNT CIGARETTES." An anti-cigarette message in large yellow letters states, "ILLEGAL CIGARETTES ARE GARBAGE," with a smaller caption below that reads, "Make an anonymous tip today." There is also a logo in the top left corner with a no-smoking symbol and the text "N.B. CRIME STOPPERS LE TELEC AU CRIME N. B."
A worn and dirty cigarette pack and cigarette lying on dark ground with scattered twigs and grass. Overlaid on the image is large yellow text that reads 'ILLEGAL CIGARETTES ARE GARBAGE' and smaller white text that says 'Make an anonymous tip today.' There is also a round logo in the top left corner with a black silhouette of a person smoking, a red diagonal line, and the words 'N.B. CRIME STOPPERS' and 'ÉLIMINÉ AU CRIME N.B.'.
An old, dirty pack of cigarettes lying on the ground alongside a cigarette and a dried leaf. Text overlay reads: 'Illegal cigarettes are garbage. Make an anonymous tip today.' A round logo with a crossed-out figure holding a cigarette and the text 'N.B. Crime Stoppers' is in the top right corner.
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