“The one-size fits all approach to addictions just doesn’t work,” Northern Health’s Chief Medical Health Officer Dr. Sandra Allison explains of the gender specific challenge. “Men and women have different relationships with tobacco: they smoke for different reasons, and quit in different ways.”

The challenge, running February 1, 2015 – February 7, 2015, is being used as a motivational tool for smokers to make a serious attempt to quit smoking, according to the B.C. Lung Association.

There are also two cash prizes of $2,500 up for grabs.

“A week is just long enough to get a real sense of what it would be like to quit for good – but not too long or daunting a prospect,” says B.C. Lung Association QuitNowMen Director Jack Boomer.

The association says recent studies have indicated the success rate for quitting increases the more attempts made, and also indicates that as many as 70 per cent of smokers want to quit.

“We also want men to realize that if they start smoking again it isn’t a failure,” Boomer adds. “Instead, men need to recognize that quitting is a journey that takes time and effort, even if you do start using again for periods of time.

Men are also 35 per cent more likely to smoke than women, according to Northern Health.

“We know most men just want quit ‘Cold turkey’,” Dr. Allison adds. “They don’t want the same amount of help as women do, they want straight forward information and they want it as quickly as possible.”

“That’s what QuitNowMen is all about.”

Contest registration is open until January 31, 2015.

Follow this link for more details and sign up information.