Contracted by Focus Strategies, Health Canada’s Agency of Record, I headed the creative team that developed messages legislated by government to cover 35% of all tobacco packaging. During the development stage, I suggested that rather than just being messengers of doom, the government should offer positive reinforcement for smokers, by including quitting tips and sources of help on a slider inserted inside the packs.

Note: this packaging was praised as a "masterpiece of design" and featured in a Museum of Modern Art exhibition, DESIGN TAKES ON RISK. Click here for story.

Creative Direction & Copywriting

for Focus Strategies and Communications / DDB