National Non-Smoking Week 2012

16 January 2012

New brunswick -

A new digital campaign designed to help young adults quit smoking was launched today by the Canadian Cancer Society.


The Break It Off campaign – a pilot project funded by Health Canada and led by the Society’s free cessation service, Smokers’ Helpline – targets youth in the 19 to 29 age group, which has the highest smoking rates across the country. It metaphorically compares smoking to a bad relationship, guiding the user through the process of “breaking up” with smoking.


“Tobacco use is a complex addiction that requires more than an iron will to overcome,” said Anne McTiernan-Gamble, CEO of the Canadian Cancer Society New Brunswick. “Initiatives such as the Break It Off campaign can help those trying to quit understand their triggers and cravings, while at the same time provide support.”


The website, www.BreakItOff.ca , is a resource hub for users to learn about proven quit methods such as phone counselling, patches, gums, and inhalers. It includes a quick link for smokers to connect with a Smokers’ Helpline Quit Coach, and is accompanied by fun, interactive social media features. Users can download a free mobile app for instant support when they are stressed. They can see how many cigarettes have been “dumped” by their peers. Users can also upload a video of themselves “breaking up” with cigarettes. The videos will be collected on YouTube with the goal of creating the world’s biggest break up with smoking.


The Break It Off campaign is being piloted in six provinces across Canada. This first phase is available in English only. It was launched in conjunction with National Non-Smoking Week, which takes place from January 15-21. The theme of National Non-Smoking Week is “Breaking up is hard to do.” New Brunswickers can join the Break It Off campaign at www.BreakItOff.ca. Smokers’ Helpline will continue to offer its telephone quitline service at 1 877 513-5333 or online service at www.smokershelpline.ca.

The Canadian Cancer Society is a national community-based organization of volunteers whose mission is the eradication of cancer and the enhancement of the quality of life of people living with cancer. When you want to know more about cancer, visit our website www.cancer.ca or call our toll-free, bilingual Cancer Information Service at 1 888 939-3333.

For more information, please contact:

Paula White

Manager, Communications, CCSNB

Phone: (506) 634-6040