Deadly Choices
All expectant mums want to do the best for their bubs. But Deadly Choices research showed that, while attempts at quitting smoking were high amongst First Nations mums-to-be, they often fell through or weren’t sustained. Deadly Choices came to Carbon to help create a positive campaign that encouraged mums to keep trying to quit, and remind them they didn’t have to do it alone.
The brief
To encourage expectant First Nations mothers in Queensland to give up smoking for the health of their baby and themselves, Deadly Choices wanted to launch a strength-based advertising campaign across TV, outdoor (billboards, buses, retail panels, convenience ads), and social media (TikTok, Facebook, Instagram, YouTube).
The good
While most Aboriginal and Torres Strait Islander mothers know smoking may adversely affect the health of their baby and themselves, there are lots of reasons why they continue to smoke. We wanted to create a campaign that aimed not to blame, shame or scare the audience, but instead positively encourage expectant Mums to stop smoking while reminding them of the supports that can help and the health benefits for them and their baby. We also wanted to increase awareness of the support role that family and community can play.
There’s a lot of pregnancy information Mums are exposed to — and much of it looks very much the same. Our goal was to stand out and cut through in this environment with memorable, strength-based messaging and imagery that’s both inspiring and relatable. Mums and bubs have a connection way before birth. While pregnant, Mums often rub their tummies and start talking to bub months before they’re born. Our campaign played on that reality, showing Mums talking to their pregnant stomachs as they pledge “You and me, we’re going smoke free”.
The impact
The campaign didn’t just cut through, it helped create real change.
- 65% of the target audience recalled seeing the campaign
- 86% of these took action to try and quit
- 54% had a yarn with someone about the campaign
- 64% either quit smoking (21%) or are trying to quit (43%) since seeing the campaign
Campaign measurement courtesy of Make Good Measurement.
The campaign showed expectant mums in a moment of temptation to smoke before quickly connecting with their little unborn bub and reminding themselves not to give in.
The campaign encouraged mums to give up without guilt or shame.
Positive and empowering, 86% of the target market who saw the campaign took action to quit.
