The Canadian Cancer Society Smokers’ Helpline brand is open, unbiased, non-judgmental, empathetic and understanding. In essence, it captures the strength to quit. Reflecting this personality, the Smokers’ Helpline brand identity is deliberately bold but friendly. It has been strategically designed to quickly and effectively engage smokers who are looking for support to break their addiction. To this end, the brand identity’s depth, clarity and friendliness, has been maintained in all of the communication pieces: Poster, Postcard, Inserts, Bookmark, Magnet, Sticker, Coffee Cup Sleeve, Website, and Online Advertising.