Quit Victoria’s new campaign encourages smokers to identify their triggers

Quit Victoria is encouraging smokers to stop in a new campaign from JWT Melbourne which aims to help them identify what “triggers” them to smoke.

Targeting 30 – 49 year old smokers, the animated campaign is designed to help smokers think about what triggers their desire for a cigarette and plan ways to deal with their cravings in advance.

Michael Godwin, managing director of JWT Melbourne said: “JWT has a habit of creating behavioural change campaigns that are unique. Unlike previous Quit Victoria campaigns, Triggers provides supportive advice and encouragement torelapsed smokers and is a clear step away from the usual graphic anti-smoking campaigns.”

The TV campaign will air across free to air TV for six weeks and is supported by pre-rolls, digital display, large format outdoor, cross tracks, venue ads and coasters.

Quit Victoria acting director Craig Sinclair said: “Research has shown that most smokers don’t want to smoke but lack the confidence, self-awareness and skills to quit successfully.

“We hope this campaign will encourage smokers who might have made several unsuccessful quit attempts to consider preparing next time around by thinking about their smoking triggers and strategies for avoiding or better dealing with them.”


  • Creative: JWT Melbourne
  • Production: Animade

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