Government launches first indigenous-targeted anti-smoking campaign

The federal government has launched its first anti-smoking campaign targeted at indigenous Australians. The campaign, created by The Campaign Palace Sydney, is part of the government’s efforts to halve the number of Aboriginal and Torres Strait Islander smokers by 2018.


  • Agency: The Campaign Palace Sydney
  • Executive creative director: Paul Fishlock
  • Production company: Exit Films
  • Director: Paul Goldman
  • Producer: Caroline David
  • Agency producer: Jules Jackson


  1. JHG
    28 Mar 11
    1:25 pm

  2. Fail – i don’t know whether she’s a real case-study or not but her mannerisms (eg: the pauses between seemingly rehearsed lines) scream of paid actor and for that reason it just feels unnatural.

  3. MR
    28 Mar 11
    3:38 pm

  4. Same, same! When will people who create anti-smoking campaigns stop re-packaging past creative.

    People have become desensitised to the affects of smoking and the negative angle these types of ads also approach from.

    A positive approach would be better, show the audience how their lives improve by not smoking in a positive way. As mentioned – Same, same.

    On a side note, imagine the affect on the taxes you pay if everyone gave up the smokes. Saying that it is bad for your health. Just think we should be taking a different approach since this tried and tested method of anti-smoking advertising has little impact on Australians smoking habits. We work in an industry that is so focused on ROI. Has anyone spent the time to work out the ROI on the money the govenment spends on anti-smoking campaigns and what the positive return is on the health system e.g. less smoking related illnesses. I bet if you did you would not recommend this strategy to any of your clients.

  5. Sharon
    29 Mar 11
    8:23 am

  6. I have to agree with the other comments, pointing out the bad side affects might be one component of the messages that need to get out but pointing out the positives and things you can do once you give up I think would be better recieved by our mob!!!

  7. Kerry Klimm
    29 Mar 11
    1:19 pm

  8. I was recently involved in a project with 18 Aboriginal and Torres Strait Islander communities in Qld. The brief to encourage people to drink more responsibly.

    Our research showed that our mob live and breathe the effects of alcohol, smoking, violence. Three year olds could tell you that their nan died from smoking.

    This ad isn’t telling them anything new, it’s not going to trigger off something in them to inspire them to quit. It’s simply reminding them of what they already know.

    Our research showed, that youth can inspire. Every community had a one hour radio program, with kids and teens talking about why they won’t drink, why they don’t want their family to drink, they want their mums and dads taking them fishing, playing footy.

    Parents listened to the shows cause it was deadly to hear their kids talking on the radio, being positive. Footy stars gave communities individual messages “Hey you mob in Lockhart River, stay strong, you can say no to a drink….”

    The radio shows are still being played years after the campaign.

    And our mob are mobile, give local Aboriginal Medical Services a series of proactive messages to send to their clients to support them to quit. Personalised, “Hey sis, Rhonda you can do it, another day without a smoke, it gets easier and your bubba needs to grow up strong and deadly.”

    I can think of some more innovative ways for 4 million dollars to be sent.

  9. Leigh Harris
    29 Mar 11
    8:48 pm

  10. Before I start my rant, let me say that if this campaign helps 1 Indigenous person then it’s all worth it.

    Upon seeing the announcement of the National Indigenous smoking campaign I was excited about how innovative the campaign would be and how it would help us mob, particularly for me and my family. But I have been let down again.

    As a Indigenous man that has smoked for around 20 years I had to do a Google search on the advertisement and found it on youtube, as I have not seen it air on TV yet or be it the station that commonly watch.

    Upon finding the advert I went upstairs and gathered my nephews and nieces, all four of them in total ranging from the ages 18 – 38 and we sat down and watched the ad.

    After watching the ad we all said DEADLY! Then we all went outside and sat down and had a smoke. The advert did not reach us any of us and why, well that could be for a number of reasons, of which I will not get into at the moment. But I hope that they employed an Indigenous firm to do the strategy and creatives and that they did a good amount of focus testing on the ground. If these crucial things were not done then I think this camapign will be another white wash that will deliver little.

    If I was Roxon
    If I was the federal Minister for Health what I would have done is spent the $4million on implementing Indigenous smoking awareness/ groups into Aboriginal Medical Services around the country, something like AA. Something that people can attend to get some group help on how I could QUIT. I know that I would attend sessions for an hour or so to get support to stop smoking. This could have been backed up with a mobile messaging group for each small ABM Smoking group so that when your at home you can group txt people when you have the urge to light up and they can support you by txt’ing back, like group preventative txt support.

    I would have also included a male version of the advert rather then just a female version, which I am sure the firm that focused tested it, would have found to be a great idea.

    The inclusion of a pregnant woman would have been more effective as well as a lot of our pregnant women are still smoking leading to a number of health related issues for unborn babies. It would have done something more for me than the current advert.

    I could go on all day, but I guess if it helps 1 person it’s all worth it.

  11. Mark Johnson
    9 Apr 11
    12:42 am

  12. I gave up smoking last year after smoking every day for 23 years.
    It was a lot easier than people make out.

    It just takes a little effort…!

    I have to say, it takes less effort than trying to get to a gym – Now I am finding it hard to get to a gym. That’s really hard, much harder than stopping smoking.!