Health Canada (HC) and the Canadian Cancer Society (CCS) are announcing the closure of Break It Off, a joint tobacco cessation, awareness and outreach campaign aimed at Canadians aged 20-24. First launched by CCS in 2012, HC collaborated with CCS in 2014 to expand the campaign’s reach across Canada. Over the years, the campaign has encouraged numerous young adults to quit smoking and stay smoke-free.

When Break It Off launched nationally in 2014, smoking prevalence for the 20-24 age group was 20%, well over the national average at the time of 16%[1]. Today, prevalence is 13% for young adults, similar to the national average[2]. While proportionally fewer young adults are currently smoking, we recognize the importance of continuing to support young Canadians on their quitting journey. That’s why we encourage you and your followers to check out the quit smoking resources offered by your province or territory and by the Canadian Cancer Society.

HC and CCS would like to acknowledge what a privilege it has been to have your support with the Break It Off campaign. The campaign could not have reached as many young adults without you.

Some campaign highlights:

–         The Break It Off website received over 250K visits

–         Advertising Campaigns achieved over 40M impressions

–         Thousands of Canadians engaged on 3 social media platforms

–         We connected directly with over 400K Canadians at over 300 interactive events

–         Our mobile app has been downloaded over 5000 times