Hard-hitting ad has smokers quitting Maria Ligerakis
A HARD-hitting testimonial campaign has Victorian smokers thinking twice about continuing the habit, according to new figures released by Quit.
The number of calls to the Quitline increased more than 70% (compared with the period before the campaign launch) and the campaign has been adopted in South Australia and Queensland.
“We’ve had very positive feedback about the campaign from callers, with some saying they think this is the most effective quit-smoking television advertisement they have seen,” Quit executive director Todd Harper said.
The campaign includes radio and print ads and an emotive TVC that depicts the impact smoking-related illnesses can have on the lives of smokers.
Harper said the campaign was a call to action, with research showing two-thirds of Quitline callers were more likely to quit smoking after viewing the advertisements.
Meanwhile, Quitline is gearing up for a traditionally busy period during the festive season and New Year, when many smokers elect to quit the habit.
Brown Melhuish Fishlock developed the new campaign.
