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Latrobe Valley's Pitch to Quit winner star of digital anti-smoking campaign launching next week

Posted 3 Jul, 2018

‘It’s Time’, the winning entrant of the Pitch to Quit competition, created by Brett Tippet and his team from Spectrum Productions, will debut as Quit Victoria’s latest public education campaign this week.

The video advertisement, which explores the way smoking cuts short peoples’ lives, will be running across digital advertising platforms targeting smokers in Eastern Victoria and Gippsland encouraging them to go smoke-free. 

Spectrum Productions’ Brett Tippet said “Being involved in such a revolutionary competition was an honour in its own right, only elevated by being awarded the top spot. We have great pride in the product we created and it means a great deal knowing it will be placed in front of a wider audience in the upcoming campaign.” 

‘It’s Time’ was watched by more than 5190 unique viewers, most of them in Victoria and the Latrobe Valley when the competition went live in February. The highest proportion of these viewers was aged between 35 and 44 – the age when, research tells us, it is critically important to quit smoking.

“This competition has opened the creative field to a wider pool of professionals and brought fresh ideas to the table from many different producers in the Latrobe Valley region. Ultimately, we see the battle against smoking requires many elements to succeed, this being one of the more grass roots level approaches.” Brett Tippet said.

Quit Victoria Director Sarah White said “The winning video has already reached thousands of people; we’re delighted to use it as a digital campaign to spread the vital quit smoking message further and encourage more people to kick the habit. Quitting smoking is the best thing you can do for your health and those around you.” 

 “A recent Cancer Council Victoria survey found two-thirds of Gippsland smokers intended to quit in the next six months and one-third said they thought about quitting every day, we hope the increased focus on quitting in the region has reached these smokers and encouraged them to take the first steps.”

For more quitting advice, visit or call the Quitline on 13 7848.

Pitch to Quit was run as part of the Smokefree Latrobe Initiative, funded by the Victorian Government through the $27 million Latrobe Health Innovation Zone. Gippsland Primary Health Network (PHN) is running the competition, in partnership with Latrobe Health Assembly, the Victorian Government and Quit Victoria. For more information, visit:

Quit Victoria is a partnership between VicHealth, the State Government of Victoria, Cancer Council Victoria and the Heart Foundation. For more information, visit:

If you would like to arrange an interview with a competition entrant to hear their experience of the process, contact Claire Russell on 03 9514 6518.

Media release

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