SYS-CON MEDIA Authors: Pat Romanski, Elizabeth White, Yeshim Deniz, Nikita Ivanov, Sean Houghton

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Government of Canada and Canadian Cancer Society Launch Break It Off Smoking Cessation Campaign

Young adults encouraged to end their "bad relationship" with smoking

VANCOUVER, BRITISH COLUMBIA -- (Marketwired) -- 01/20/14 -- Health Canada

The Government of Canada and the Canadian Cancer Society (CCS) are launching Break It Off, a joint tobacco cessation, awareness and outreach campaign aimed at young Canadians. This campaign is part of the Government of Canada's multi-year $4.8 million investment to help young adults quit smoking and stay smoke-free.

Parliamentary Secretary Eve Adams unveiled the campaign at an event in Vancouver today. The multi-year campaign targets young adult smokers aged 20-24, who have a higher rate of smoking than the general population. The Break It Off campaign encourages young adult smokers to "break off" their bad relationship with smoking and stay smoke-free. Following the relationship theme, tools and resources have been developed to assist smokers as they move through various stages of breaking up with smoking, and builds on the success of a smaller-scale campaign funded by Health Canada and led by the CCS across six provinces in 2012.

Users can download a mobile app from the campaign website to track and share their progress with quitting smoking through Facebook, including the number of cigarettes "dumped". The website also allows visitors to connect with others who are trying to quit or who have already quit through other social media channels such as Twitter and YouTube.

The Biggest Break-up Tour will travel across Canada until March. Information on events in your area or to participate online, visit the Break It Off website.

Quick Facts

- The current smoking rate among Canadians (aged 15 years and older) is at an all-time low of 16 per cent versus 20% for young adult smokers aged 20-24.

- Since the inception of the Federal Tobacco Control Strategy, Canada has invested more than $500 million to help Canadians quit smoking and to prevent Canadians from starting to smoke.

- Canadians needing support to quit smoking can call a quit coach through the toll-free pan-Canadian quitline at 1-866-366-3667 or visit Healthy Canadians online.

Quotes

"Every 14 minutes, a Canadian dies from tobacco use. Research shows us that if a smoker quits smoking before age 40, the risk of dying from tobacco-related illnesses is reduced by as much as 90%. Through initiatives such as Break It Off, our Government is helping save lives by encouraging young Canadians to Break It Off with smoking. "

Eve Adams, Parliamentary Secretary to the Minister of Health

"Quitting enables smokers to immediately improve their health, feel better, and save money. This campaign will provide support to young Canadians who are trying to make a clean break with smoking and help them move on with their lives"

Pamela Fralick, President and Chief Executive Officer, Canadian Cancer Society

Related Products

Fact Sheet - Break It Off Smoking Cessation Campaign

Associated Links

Break It Off

Break It Off - Mobile App

Healthy Canadians - Smoking & Tobacco

Healthy Canadians - You Can Quit Smoking

Quit4Life

On the Road to Quitting Guides to Becoming a Non-Smoker

Health Canada news releases are available on the Internet at: www.healthcanada.gc.ca/media

Contacts:
Michael Bolkenius
Office of the Honourable Rona Ambrose
Federal Minister of Health
(613) 957-0200

Health Canada
Media Relations
(613) 957-2983

Public Inquiries:
(613) 957-2991
1-866-225-0709

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