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Quit asks Tasmanians to think about ‘why’ they smoke

Quit Tasmania is asking people to think about why they smoke, in a campaign created by The 20.

The campaign video asks people to spend the time they use to smoke a cigarette to think about the emotional stress, nicotine cravings and daily habits that cause them to keep up with the habit.

The campaign video and images reflect the pose of Auguste Rodin’s sculpture, The Thinker, to reinforce the message that smokers should think about their actions.

Street art, ash tray stickers and life-sized cut outs will also become elements of the campaign, targeting public areas attended by smokers such as hospitals, car parks and doctors’ offices.

The ‘Think’ campaign also has several activations in public spaces

Marcus Murphy, creative director at The 20 said that smokers know the reasons why they should quit but the decision to quit needs to be backed by the understanding of why they smoke in the first place.

“For years, advertising campaigns have given smokers the reasons why they should quit. This campaign helps them understand the reasons they are smoking in the first place,” Murphy said.

“Smokers are tired of being talked down to. This campaign respects their autonomy, giving smokers something new to think about that could help them make that decision.

“We want to own that time – we want the time people spend smoking to become their ‘thinking’ time.”

A static element of the campaign that reflects the ‘The Thinker’ statue

Quit Tasmania director, Abby Smith, said: “By communicating with empathy and understanding, this campaign from Quit Tasmania will help smokers to be more prepared. And ultimately, that will make their quit attempt more successful.”

Credits

Agency: The 20

Creative Director: Marcus Murphy
Copywriter: Sean Lavery
Art Director: Adrian Bell and Samantha Dobie
Producer: Kali Bean
Director: Adrian Bell
Director of Photography: Joshua Lamont
Sound Studio: Sonic Solutions
Designer: Fflur Higgs
Account Manager: Errin Polegaj

Client: Quit Tasmania

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