Quitline addresses common misconceptions about its service in latest campaign

Quitline Victoria has launched a campaign to educate Australians on how its support line can help people quit smoking.

The ad addresses the common misconception that Quitline is the ‘quit police’, by showing that it actually provides free and confidential support to help people along the path of quitting.

The campaign, created by Three Wise Men, was based on research into the misunderstandings from Australians about how Quitline could help them and prevented them from phoning the number.

Quit director, Dr Sarah White, said in a statement: “Our research demonstrated – most importantly – that there was a real lack of understanding of how Quitline can help. This campaign highlights that Quitline counsellors are trained professionals, real people, who can offer tailored, real-world quitting advice and strategies. We want more people to recognise that Quitline can be their personal support system along their quitting journey.

“The last thing you’ll get when you call the Quitline is someone telling you to quit. The counsellors are there to listen, to provide information and to support the caller make their own plan. There’s no judgment, just someone who understands.”

Three Wise Men managing director, Randal Glennon, said: “The campaign is a classic case of “tell the truth and show reality” – there’s nothing more authentic than seeing the real counsellors doing their job with empathy.”

The campaign will also see the revival of the quit smoking ad that sees a smoker’s lung compared to a sponge soaked in tar.


Agency: Three Wise Men
Production company: Airbag


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