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Quit Campaigns
Quit SA implements intensive media campaigns at New Year and World No Tobacco Day (May 31) to encourage smokers to quit, and to seek help from the Quitline 13 7848.
Best Intentions Cigarettes are eating you alive
Best Intentions
Key message: If you quit smoking now you are less likely to die early and miss key milestones in your life. There is never a perfect time to quit. You have to beat your habit once and for all. The Best Intentions Campaign was developed by the Cancer Institute NSW in 2008 based on consultation with cancer care experts and patient case studies. It was also informed by research with smokers who revealed the specific milestones in their life they said they would quit smoking e.g. New Years and birthdays. There was a sense of regret at missing these key milestones. In addition to the regret of not quitting, the campaign demonstrates the reduced quality of life for the smoker and other members of the family. It emphasises the difficulty of not being able to do the simple things after being diagnosed and treated for cancer, such as mowing the lawn. The campaign encourages smokers to act now: Face it, there’s never going to be a perfect time to quit. You have to beat your habit once and for all … now. Smokers are reminded of the support available to quit smoking by calling the Quitline. View the advertisement (mpeg 4.46 mb)
Cigarettes are Eating you Alive
Key message: Smoking damages almost every organ in the body but quitting smoking at any time results in substantial health gains. This campaign was originally developed by the New York City Department of Health and Mental Hygiene. It has been adapted by the Cancer Institute NSW for use in Australia. Graphic images are used to highlight the real health consequences caused by smoking. Tobacco affects almost every organ in the body but quitting smoking at any time results in substantial health gains. View the 15 second advertisement (mpeg 1.87 mb)
View the 30 second advertisement (mpeg 4.43 mb)
Campaigns (2005 - 2010) Separation The new campaign called Separation depicts powerfully, the personal and emotional impact that smoking-caused illness has on the lives of smokers’ families, particularly their children. The commercial was produced by Quit Victoria.
National Tobacco Campaign
The National Tobacco Campaign has 6 new 30 second commercials. The first three, Artery, Tumour and Brain will run from 5 October 2008 to December 2008. Tar, Lung and Eye will run for two weeks in April 2009.
The 'Sponge' campaign returns to South Australian TV screens In August 2007 the NSW Cancer Institute conducted a survey to gauge appeal and potential impact of the new commercial among smokers aged over 18 years:
The response to Sponge from younger smokers was particularly encouraging. Testing of the ad was conducted with young people in schools throughout most states in Australia including SA. Students were asked to watch, critique and discuss 12 anti-smoking commercials from Australia, the UK, Hawaii, Taiwan, and the USA. They were then asked to vote on the ad that was most likely to prevent them from taking up smoking or encouraging them to quit. This year 12,857 students in South Australia voted and the original Sponge commercial was the second most popular with the students. Now is the right time for Sponge to return to SA screens, with Lung Cancer still remaining the most common form of tobacco related disease in Australia.* Quit SA plans to air the new commercial in the lead up to World No tobacco Day (31st May).
*Reference: Begg S, Vos T, Barker B, Stevenson C, Stanley L, Lopez AD, 2007. The burden of disease and injury in Australia 2003. PHE 82. Canberra: AIHW.
Back to top 15 Second commercials series The Quitline has launched a series of 15 second commercials that will be aired at the end of our new campaign commericals, 'Voice Within' and 'Which Disease'. These Quitline commercials will display Quitline advisors talking about the different ways in which they can assist smokers to give up. There are 6 different commercials, each focusing on one of the topics below:
Voice Within (commences May 20th 2007)
Stroke is one component of the 3rd phase of the National Health Warnings Campaign, the previous being
Mouth Cancer and Amputation. All concepts reinforce the diseases currently featured on cigarette packs
by bringing them to life and telling a story.
The proposed creative approach for the ‘Stroke’ concept is less confronting graphically, rather in this instance confronting emotionally, showing life after the disease. The idea being communicated is that stroke doesn’t always kill but can result in reduced quality of life for you and your family.
Which disease? (commences May 13th 2007)
This 1x30second commercial has personal relevance by showing smokers’ behaviour in response to graphic health warnings. Smokers report attempting to avoid graphic warnings on packs by asking for a “less confronting” image at point of purchase or hiding their packs. personal relevance by showing smokers’ behaviour in response to graphic health warnings.
Focus testing found that the ‘Which Disease’ concept mirrored actual smokers’ behaviour and encouraged them
to self-assess their attempts at avoiding their addiction and health risks. Smokers like the concept for this aspect.
Smoke with kids in the car and you will cough up a fine (commences May 14th 2007)
This campaign is being aired on radio aimed at educating the community about new legislation coming into effect as of 31st May 07. The radio commercial will contain information about legislation that will prohibit parents from smoking in their cars if they occupy children under the age of 16.
Previous Campaigns Echo 'Echo' depicts smokers excuses not to quit and the 'echo' of consequences of not quitting. The message is 'Quitting is hard, not quitting is harder'.
Mouth Cancer Our latest campaign, called 'Mouth Cancer' depicts a woman with mouth cancer and aims to help address the lack of understanding about the health effects of smoking.
Amputation
The ‘Amputation’ campaign provides graphic detail of the relationship between smoking and gangrene.
National Media Campaigns There have been a number of media campaigns run in Australia over the last five years. Find out about the research behind The National Tobacco Campaign. The National Tobacco Campaign - Every Cigarette is doing you damage Back to top |
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