Think HQ has partnered with CultureVerse to deliver a campaign for Quit, a program of Cancer Council Victoria , in Arabic, Mandarin, and Vietnamese to target priority populations with higher smoking rates than the average Victorian population.
Quit’s multicultural campaign, “The Hanky,” is built on a creative strategy developed by Think HQ’s multicultural specialist CultureVerse team. The campaign launch follows Think HQ’s recent B-Corp accreditation.
The media campaign is supplemented by additional activities including two webinars with health professionals sharing campaign insights.
“We’re deeply committed to supporting multicultural communities and ensuring that we see smoking rates decline across priority population groups. It’s been meaningful to see this important campaign come to life. We hope it will motivate more Arabic, Vietnamese and Chinese-speaking people to start their quitting journey,” said head of media and communications at Cancer Council Victoria, Kelly Dienaar.
“The Quit campaign delivers critical health messages where they are needed, built on a powerful concept and communicated in the language of each target group. “We are proud to have delivered Quit’s bespoke campaign to motivate multicultural communities to change their smoking behavior,” said Jessica Billimoria, head of CultureVerse.
These target audiences tend to smoke in social and work situations when they are with other smokers, and may not smoke heavily or often. The campaign needed to convince them that every cigarette is doing them damage, even if they don’t smoke every day.
It is grounded in research that highlighted a need in multicultural communities for hard-hitting advertising that persuaded them to reconsider their smoking behaviors and the respiratory harms.
Campaign materials running across radio, digital, and print include four videos (two x 30 second spots and 2 x 15 second cutdowns), a 30 second audio spot, social assets, posters, and website copy.
The six-week campaign launched on 7 October and runs until 16 November 2024.
Credits:
Client: Cancer Council Victoria
Kelly Dienaar – Head of Media and Communications, Prevention
Maddy Leigh – Marketing Manager, Prevention
Layne Richardson – Marketing & Communications Advisor, Prevention
Dr Eve Mitsopoulos – Research and Evaluation Manager, Quit
Think HQ
Jen Sharpe– Founder and Managing Director
Andy Lima – Chief Creative Officer
Lisa Gumbleton– Group Head of Creative Strategy and Client Services
Rob Barnett – Executive Creative Director
Sam McCarron – Associate Creative Director
Max Bengtsson – Senior Copywriter
Nadia Ladson – Account Director
CultureVerse
Jessica Billimoria – Head of CultureVerse
Elise Erwin – Group Account Director
Rebecca Song – Account Manager
