New campaign asks smokers to quit one step at a time
Cancer Institute NSW has launched a new campaign targeting smokers via Bastion Banjo.
The campaign is aimed at the approximately 880,000 people in NSW who smoke, targeting key over 18 smoker populations; Aboriginal people, Culturally and Linguistically Diverse (CALD) people, and people in regional and rural areas.
In one 30-second spot, ‘Other Mobs Smoking Around Me’, shows the social situations which may tempt a smoker, such as going out to bars, watching sports, and at restaurants.
Another 30-second spot features smoking as part of a morning routine at 9am everyday.
The campaign is based on research by the Cancer Institute NSW that people who smoke experience cravings throughout the day, and can feel overwhelmed when thinking about quitting.
Cancer Institute NSW manager of social marketing and campaigns, Matthew Clarke, said: “The campaign aims to give people who smoke the confidence and support to make a quit attempt. We know that the craving to smoke can happen at any time, 24 hours a day. Our support services are there to help people beat each one. To do this, we’ve created 24 films to represent the 24 hours in a day, with each hour tackling a different craving moment.”
Cancer Institute NSW chief cancer officer and CEO professor, David Currow, commented: “People are aware of the dangers of smoking. Smoking rates in NSW have been steadily falling over the past few decades. Only 9.2% of people smoke daily – our previous mass media anti-tobacco campaigns have played a key part in this success.
“The new campaign has a supportive approach. Research shows that 60% of people who smoke want to quit in the next six months. Breaking quitting down into small, achievable actions throughout the day is important. We want to support people to quit smoking, one craving at a time.”
Some of the creative assets for the campaign
Credits:
Creative: Bastion Banjo
Media: OMD
