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Quit Victoria launches new TV-led advertising campaign

Posted 30 Sep, 2019

Quit Victoria launches new TV-led advertising campaign. Why it’s better to use Quitline and not the old turkey

Quit Victoria has today launched a new public education campaign highlighting how Quitline can help people who are considering quitting or actively trying to quit.

With approximately 80% of Victorians who smoke wanting to quit, the campaign aims to show some of the ways Quitline, together with Quit Victoria’s website and Facebook page @quitvic, can help make it easier. Fewer than one in five people currently trying to quit use Quitline, but the free and confidential service has been shown to double the chance of quitting success compared to going ‘cold turkey’.

Tobacco use is the single leading cause of preventable death and disease in Australia.

VicHealth Executive Manager of Programs Kirstan Corben, said that helping the more than 500,000[1] Victorians still smoking to quit was critical to reducing health inequities caused by smoking. “Having access to an evidence-based, understanding and non-judgmental service that can be reached from anywhere by the telephone or on Facebook is just so important. The Quitline’s tailored offerings for pregnant women, youth, Aboriginal and Torres Strait Islander and LGBTIQ people are a vital resource for people trying to quit.”

Quit Director, Dr Sarah White said the new campaign was a result of exploratory research to understand common myths and misunderstandings that acted as barriers to people making a call to Quitline. “Our research demonstrated – most importantly – that there was a real lack of understanding of how Quitline can help. This campaign highlights that Quitline counsellors are trained professionals, real people, who can offer tailored, real-world quitting advice and strategies. We want more people to recognise that Quitline can be their personal support system along their quitting journey.”

According to Dr White, the myth most easily dispelled was that Quitline is not the ‘Quit Police’. “Look, the last thing you’ll get when you call the Quitline is someone telling you to quit. The counsellors are there to listen, to provide information and to support the caller make their own plan. There’s no judgment, just someone who understands.”

“If you’re ready to quit or just thinking about quitting one day, call the Quitline on 137848 and have a chat.”

The Quitline Difference TV campaign is supported by radio, digital and outdoor advertising and runs until November 10.  It will be paired with the iconic Sponge campaign that uses a sponge as a metaphor for the lungs soaking up tar from cigarettes.


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

[1] Victorian Smoking & Health Survey 2018

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