Australian Government Department of Health and Aged Care
Tobacco smoking remains the leading cause of preventable death and disability in Australia. Sadly, the prevalence of tobacco use amongst First Nations people is high with 37% people aged 15+ years and 36% people aged between 18-24 years, daily smokers (nearly three times higher than non-First Nations). Our challenge? To persuade our First Nations audience that staying on their quitting journey was worth it.
The brief
The truth is, people know that smoking is bad, but quitting is hard. So we needed to de-stigmatise the struggle to quit, and acknowledge that quitting itself is a long process.
Many in our audience have tried to quit or want to quit. But like a lot of things, it can take a few goes to get there. Our campaign concept focussed on encouraging people to ‘keep at’ their quitting journey, and reinforced who you’re doing it for (family and community) and how they can help.
The good
Launched across TV, radio, outdoor and online, ‘Keep at quitting’ focussed on one family’s quitting journey, showing there’s no shame in trying to quit a number of times, and how it can be easier with the support of a community around you. It also reinforced how good it feels when you do get there. The campaign was also supported with grassroots activations in community, encouraging people to keep at their quitting journey.
The impact
Warm and empathetic without being condescending, ‘Keep at quitting’ is still in its early stages but aims to see a reduction in stigma and increase in quitting behaviours long-term.
A ‘Keep at Quitting’ campaign mark was created that subtly encouraged everyone trying to quit to ‘keep at it’.
The campaign focussed on one family’s quitting journey and was warm and relatable.
