Advertising

Anti-smoking mass media campaigns have been a part of the efforts to drive down smoking rates in Australia since the early 1970s.

Research has shown that mass media campaigns are especially effective when they use confronting messages to convince smokers of the serious effects of smoking on themselves and their loved ones.

Evaluation research of Australia’s National Tobacco Campaign ‘Every cigarettes is doing you damage’ shows that after the first six months of the mass media campaign smoking rates in Australia dropped by 1.4%, representing 190,000 fewer smokers.

An economic evaluation has shown that the campaign was excellent value for money and resulted in significant savings to the health system.

Anti-smoking campaigns usually come second only to price when smokers are asked to nominate what helped them quit, according to Cancer Council Victoria research.

Below is a list of TV commercials produced by Quit Victoria since 2000.

Triggers

Triggers

 

An animated ad which was the second positive advertisement produced by Quit Victoria. The ad targets smokers in the contemplation, preparation and action phases of the quitting process and aims to increase their confidence, motivation and ability to quit. The campaign focuses on the importance for smokers to recognise their own smoking triggers and come up with their own ways of dealing with them. First run in 2014.

Last dance

 

This ad powerfully depicts a man dying of a smoking-caused disease during a tender moment with his wife as she cares for him during the final stages of his illness. Last Dance asks smokers to consider how smoking will affect them and their families. First run in 2013.

The wait

Set in a doctor’s waiting room, this ad depicts the agonising anxiety of a smoker’s wait for test results. The ad aims to motivate smokers to quit now to avoid consequences they could regret forever. First run in 2012

Meet Mick

 

In a series of ads, 49-year-old former smoker and father Mick Roberts talks about living with emphysema and how the illness has affected him and his family. First run in 2011.

Never give up giving up

 

Follows a smoker caught up in the cycle of quitting and relapsing. The advertisement concludes with him successfully quitting after three years. The campaign is designed to build smokers' confidence to quit for good rather than focus on the negative effects of smoking. First run in 2010.

Separation

 

Set at a train station, it depicts the personal and emotional impact that smoking-caused illnesses have on the lives of smokers' families, particularly their children. The tagline 'If this is how your child feels after losing you for a minute, imagine if they lost you for life' aims to convince smokers to  quit now. First run in 2008.

Smokefree car and home

 

Focuses on the interaction between a smoker and his daughter, and aims to prompt smokers to think about not smoking around others, especially children. It also encourages non-smokers

Mouth cancer

Builds on the graphic health warning ‘smoking causes mouth and throat cancer’ and highlights the fact smoking is a major cause of cancer of the mouth (oral cavity) and throat.

Carotid

Shows a carotid endarterectomy (surgical procedure) to remove a fatty deposit found in the main artery of the brain.  The advertisement explains the link between smoking and stroke and aims to encourage people to quit. First run in 2007. 

Bubblewrap

 

Using bubblewrap to represent human lungs, it aims to increase awareness of the dangers of smoking on the respiratory system and the inevitability of emphysema. First run in 2005.

Parents

 

Produced by Quit Victoria and Cancer Council South Australia in 2001, it aims to increase awareness among smokers, particularly parents, of the negative effects smoking has on their health, fitness and lifestyle. First run in 2001.