Stupid.ca

The Ontario Ministry of Health Promotion (MOHP) hired Youthography to develop the Stupid.ca youth anti-smoking campaign in partnership with their lead agency Bensimon Byrne. Youthography led all exploratory research across the province (24 youth focus groups throughout Ontario in one week), and then designed and managed a youth creative advisory panel who helped direct the campaign concepts and the for-youth-by- youth movement. A full PR and youth-market launch for the campaign, (five mystery concerts in five cities all in one day) including MuchMusic partnership, PR campaign and a variety of celebrity endorsement appearances, was designed and executed in-house. Youthography has continued their work with Stupid.ca to include ongoing youth panel work and execution of the “Living Media” aspects of the new campaign…creating physical OOH installations that mirrored the TV creative (with a for-youth-by-youth theme). This included a 50’ banner drop on the MTV Masonic Temple building, aired during MTV’s live daily show, MTV Live, complemented by an acoustic performance by Silverstein who acted as Stupid.ca spokespersons. Youthography's work for Stupid.ca has resulted in two CASSIE's for advertising effectiveness awarded in both 2005 and 2006 and a Best in Class award by the Marketing Research and Intelligence Association for excellence in research.