Publicis Montréal and the RSEQ (Réseau du sport étudiant du Québec) have collaborated again for its annual campaign to prevent smoking among 11-15-year-old. This year, the “Outsmart the Pack Trap” campaign focuses on the potential impact of nicotine consumption on mental health. Tobacco consumption has been shown to have a negative impact on mental health. According to recent studies, 62% of children aged 7 to 12 feel that mental health concerns should garner more attention from schools than physical health. “Based on these alarming statistics, we had to do something about mental health. The idea for ‘Outsmart the Pack Trap’ came to mind because we found the wordplay to be evocative for young people,” says Mélissa Charland, Creative Director at Publicis Montréal. “We know now that more young people are facing mental health challenges than ever before, but few know that smoking can aggravate these problems or even trigger new ones. We thought it would be interesting to emphasize that aspect,” reveals Stéphane Boudreau, RSEQ’s Assistant General Manager. The campaign will also live as an educational card game. Designed to be both entertaining and instructive, the game enables young people to better understand the dangers of smoking on mental health and reflect upon different strategies to avoid falling into the cigarette trap, all in a fun, non-judgmental way. The campaign is being rolled out on social media, billboards and television across Québec.