LIDA Launches ‘Real Smokers, Real Chats’ Campaign

LIDA Launches ‘Real Smokers, Real Chats’ Campaign

Customer experience agency LIDA, part of the M&C Saatchi Group, has launched a campaign for Pfizer featuring real smokers to help people develop a plan to quit.

While Australia’s smoking rate is the lowest it has ever been, this has plateaued in recent years.

Two-thirds of daily smokers have the desire to quit however many choose to go it alone when making an attempt due to the stigma attached to smoking.

LIDA general manager, Brendon Harrington said: “We know that smokers are four times more likely to quit with the help of a healthcare professional, so we wanted to make that first conversation feel less daunting… and a little less confronting.”

Using this insight, LIDA set out to demonstrate that talking to a doctor about quitting smoking doesn’t need to be difficult.

In fact, it can be as easy as chatting to a cab driver.

To demonstrate, LIDA put a doctor in the driver’s seat to transport three unsuspecting smokers to their doctor’s appointments.

The three ‘Real Smokers, Real Chats’ videos will be used to engage smokers across Australia to speak with a doctor or visit

Further smoker stories are to be released in the coming months as well as a partnership with Lung Foundation Australia promoting better lung health and supporting quitters with advice and solutions.

The consumer campaign will run alongside a healthcare professional campaign supporting and encouraging doctors to have a conversation with their patients about quitting.



Brendon Harrington, General Manager

Kat Lear, Senior Account Director

Ben Wall, Senior Account Manager

Matthew Lam, Senior CX Strategist

Shaughla Ahmad, Social & Healthcare Strategy Director

Whitney Chan, Social Content Manager

Richard Donovan, Executive Creative Director

Pat Khoo, Senior Art Director

Jordan Davies, Copywriter

John Pannocchia, Executive Producer

Jacqueline Daniel, Senior Producer

Jay McGuinness, Animator

Hive Films

Edward Copestick, Director

Christopher Baron, Editor

Paul Leaning, Producer

Justine Moyle, Producer

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