LostJaw.ca

Youthography gained insights into the use of chewing tobacco amongst Ontario youth and then applied those insights to the creation of a smokeless tobacco prevention campaign for the Not to Kids! Coalition. Stemming from a key insight gained through a series of qualitative research groups across the province, Youthography created the LostJaw.ca platform that specifically illustrated the potential physical effects of chewing tobacco in a visually arresting manner, that had an unusual immediacy to it. The LostJaw.ca print ads and Web site focused on debunking the myths about smokeless tobacco that were discovered in the research. The Web site will be supported by a provincial advertising campaign, including postering, print advertising and low-tack stickers distributed to high schools through Verve Girl, Desperado and Fuel magazines.