Quit Victoria, a program of Cancer Council Victoria, has launched a new campaign created by JWT Melbourne, which aims to encourage smokers to quit and help them identify their “triggers”.
The ‘Triggers’ campaign comprises supporting elements launched this week , including 3 x 15 pre rolls, digital display, large format OOH, cross tracks, venue ads and coasters. The ‘Triggers’ TVC, which launched on August 24 will be aired across all free to air TV and is scheduled for a six-week, high impact TV blitz.
Michael Godwin, Managing Director of JWT Melbourne said Triggers deliberately sets a new communications course for Quit Victoria. He said it aims to cut through a normally response driven advertising sector and bring a devastating social issue to life by creating a campaign with a point of difference.
He said the new anti-smoking campaign is also Quit Victoria’s first ever animated campaign about how to quit smoking for good.
“JWT has a habit of creating behavioural change campaigns that are unique,” said Godwin. “Unlike previous Quit Victoria campaigns, Triggers provides supportive advice and encouragement to relapsed smokers and is a clear step away from the usual graphic anti-smoking campaigns.”
Specifically targeted at 30-49 year old smokers, the campaign will help smokers think about what triggers their desire to smoke – such as stress and alcohol – and help them plan ways to deal with their tobacco cravings in advance. Understanding these influences could be the key to quitting for good.
“Triggers is about empowering smokers to plan ahead and have the confidence, motivation and ability to recognise what triggers their desire to smoke so they can quit,” said Tim Holmes, Creative Director, JWT Melbourne. “Triggers changes the idea of quitting from something you ‘just do’ to something you consider ahead of time and are prepared for.”
Quit Victoria Acting Director, Craig Sinclair, said many smokers struggled to quit for good in the face of common triggers like stress or socialising with friends.
“Research has shown that most smokers don’t want to smoke but lack the confidence, self-awareness and skills to quit successfully,” Sinclair said. “We hope this campaign will encourage smokers who might have made several unsuccessful quit attempts to consider preparing next time around by thinking about their smoking triggers and strategies for avoiding or better dealing with them.”
JWT Melbourne is part of STW Group, Australasia’s largest marketing communications group.
Creative: JWT Melbourne
About the research:
This data was collected as part of the 2014 Victorian Social Marketing Tracking Survey conducted by the Behavioural Science Division at Cancer Council Victoria.
Top smoking triggers – male and female
(% of current smokers and recent quitters who identified the below as triggers)
- Being around friends who smoke (80%)
- Stress (78%)
- Parties/nights out (76%)
- After eating a meal (69%)
- Work breaks (60%)
- Coffee (45%)
- Driving (41%)
- Telephone calls (23%)
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both worked together at Accenture Interactive, before co-founding Reactive a digital agency bought by Accenture in 2016, now they’ve combined their knowledge and expertise to create Summon. Summon offers […]
To honour the fantastic feats of the Australian Paralympians, Hootsuite has revealed the top trending hashtags and social media data of the Paralympics. The top trending hashtag during the Paralympics period, #tokyo2020, received over 38,000 tweets and retweets, amounting to 1.7M+ impressions, while other popular hashtags included #paralympics, #readysettokyo and #paraswimming. According to Hootsuite’s research, […]
SOON, a futures think tank focused on human insights, has launched today tracking trends, developments and disruptions across people, products and the planet. Led by internationally renowned futurist, social scientist and trend forecaster Sarah Owen (pictured centre) in partnership with TABOO directors Andrew Mackinnon (right) and James Mackinnon (left), the independently Australian-owned futurist company uncovers […]
ARN’s iHeartPodcast Network Australia has announced a new podcast, SAS Australia Debrief hosted by 2020 recruits Merrick Watts and Sabrina Frederick. The podcast is made for anyone that can’t get enough of Aussie celebs putting themselves through the toughest test of their lives on the Seven Network’s hit show SAS Australia. Or anyone that wishes […]
Rakuten Advertising has launched ‘A 5-Stage Blueprint for High-Performance Affiliate Marketing’, designed to educate and inform both advertisers and publishers about the strategic role that the affiliate channel is now playing in marketing strategies. The blueprint is based on input from members of the Rakuten Advertising International Collective (RAIC), comprising affiliate marketing specialists from leading advertisers […]
Nine has announced the return of State of Originality, Australia’s biggest advertising prize, with $1 million again up for grabs to the brand and agency that creates the most original ad in the 2022 State of Origin Series. This year Nine launched State of Originality, challenging Australia’s marketers to help make State of Origin not […]