Quit Victoria targets smokers who disguise gory health warnings on new cigarette packets

Anti-smoking group Quit Victoria has launched a campaign to challenge smokers who cover up the graphic new health warnings on cigarette packets.

The ‘No more hiding’ campaign – which centres on the website – depicts the various ways smokers try to avoid looking at the gory images on the new plain packaged cigarette packets. These tricks were sourced from comments made by smokers in social media.

The campaign encourages smokers to discuss this behaviour on Twitter with the hashtag #plainpackaging.

The agency behind the campaign was Igloo, which created the campaign in one week. Igloo’s creative director Tony Prysten said: “From opportunity to online in less than a week, we were able to create a campaign highly targeted to smokers that asks them to think about what they’re really hiding from when covering up graphic images.”

Executive director of Quit Victoria Fiona Sharkie said that plain packaging was already having an effect on smokers, with many more now wanting to give up.

“Although plain packaging is intended to reduce the uptake of smoking by young people, many smokers are experiencing a renewed urge to quit which is a great bonus,” she said.

Production credits

Client – Quit Victoria
Agency – Igloo Digital
Executive Creative Director – Tony Prysten
Creative Direction – Tony Prysten, Peter Costello
Copy – Tony Prysten, Andrew Tanner, Peter Costello
Art Direction – Peter Costello
Executive Producer – Mathew Anastasi
Animation – Danny Masalkovski


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