Cancer Council tells smokers ‘You quit. You win’ in public education campaign

The Cancer Council has told Victorians that if they quit smoking they win by quitting “all the crap that goes with it”.

Created by Three Wise Men, the 40-second television campaign highlights all the negative social and physical effects of smoking including having bad breath, feeling isolated, having to hide from your children, the expense associated with smoking, standing in the cold, feeling judged and running out of breath.

Quit Victoria’s director Dr Sarah White said the campaign reminds smokes what they hate about their habit.

“This new campaign hones in on the things smokers have told us they hate about smoking – from the constant coughing and feeling short of breath, to having to hide their habit from loved ones and, of course, the financial expense.

“Pack-a-day smokers could save around $9,500 a year, or $800 a month, by quitting. Over five years, that’s almost $50,000. I’m sure smokers would prefer to put that money towards a house deposit, family holidays or a new car – anything but lining the pockets of international tobacco company executives who knowingly sell products that kill two in three long-term users,” she said.

The campaign also leveraged insights from dating website RSVP.

Research found that only one in 20 members are willing to date a smoker.

VicHealth CEO, Jerril Rechter, added: “It’s vital that we encourage the 730,000 smokers in Victoria to realise how much their habit is controlling their lives, and empower them to break free by quitting for good.”

Launching on Sunday, the campaign will roll out across TV, radio, digital and outdoor.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.