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Smoking cessation campaigns

Quit smoking mass media campaigns are a key strategy to reducing smoking rates. Research shows these campaigns are very effective at motivating smokers to quit and discouraging the uptake of smoking. 

About the 2017-18 campaign

The South Australian 2017-18 smoking cessation campaign is a state-wide campaign that aims to reduce the number of smokers in South Australia by encouraging smokers to quit and stay quit. The primary target audience is adult smokers aged 18 to 49 years from lower socio-economic backgrounds, and all young smokers aged 15 to 29 years. The campaign includes television, online and radio. A mix of graphic, emotive and positive advertisements are used to inform and motivate smokers to consider quitting and highlight the negative effects of smoking on both smokers and their families.

See below for campaigns run in 2015-16 and 2016-17.

Information and support to quit smoking

For information and support to quit smoking, phone Quitline on 13 78 48, visit Quitline or download the Quit Now: My QuitBuddy app. You can also talk to your GP or health professional.

2017-18 campaign advertisements 

The campaign advertisements being aired are: 

From Every Quitter

Key message: Please help me quit by not smoking around me.

Description: Features a diverse group of 12 people who have recently quit smoking or attempting to quit. Each person delivers an authentic, heartfelt plea to the camera, asking smokers “If you can’t quit with me, don’t smoke around me”. It aims to encourage and motivate people to support the quit attempts of others, stop smoking, and seek further information.

Produced by: Cancer Council WA in 2017

Videos:

 

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16 Cancers

still image from the 16 cancers Quit Line TV commercialKey message: There are 16 different types of cancer caused by smoking…and you have one clear way to reduce your risk.

Description: Highlights both the common and lesser known cancers that can be caused by smoking, and emphasises the immediate and long-term consequences these cancers can have on a person’s life. Illustrates the effects of smoking-related cancers and their capacity to take away life’s simple pleasures such as speaking and eating.

Produced by: Cancer Council WA.

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Never give up giving up

Key message: Every time you try to quit smoking, you get closer to quitting permanently.

Description: Aims to normalise the quitting experience for smokers and gives them encouragement to attempt quitting after previous failures. The advertisement takes an empathetic look at a smoker caught in a cycle of quitting and relapsing. It provides hope to others at its conclusion, when it reveals the hero has been successfully smoke-free for three years.

Produced by: Cancer Council Victoria in 2010. Further information about this campaign is available on the Quitline Victoria website.

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Real Stories - Gary

Key message: Quit for good. Quit smoking for the benefits.

Description: Gary is the personal testimony from Gary Hill who is 47 years old and a publican and father of four who quit 3 years before the campaign was made. The advertisement is designed to encourage and inspire others to follow his lead and quit for good.

Produced by: Quit Tasmania in 2014 as part of its Real Stories campaign.
 

 

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Quit Stalling

Key message

Description: Urges smokers to quit cigarettes now rather than putting it off until they are older and start to feel the damage to their health. The advertisement shows a young man who uses typical excuses to delay quitting until he is in his early 40’s when he is struggling to keep up with his children and wishes he had quit years earlier.

Produced by: Quit Victoria and the Cancer Institute NSW in 2017

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Cough

Key message: Every cigarette brings cancer closer, so quit now

Description: Portrays a man experiencing ‘smokers cough’ in family, social and work settings, then coughing blood into a handkerchief with the voiceover referencing lung cancer. It encourages smokers to quit now.

Produced by: Commonwealth Department of Health

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2016-17 campaign

The following advertisements aired in 2016-17:

Title and key message Brief description

Cough

still image from the cough Quit line television commercial

Every cigarette brings cancer closer, so quit now.

The Cough campaign was produced for the National Tobacco Campaign and was last seen in South Australia in 2012-13. It portrays a man experiencing ‘smokers cough’ in family, social and work settings, then coughing blood into a handkerchief with the voiceover referencing lung cancer and encourages smokers to quit now.

Mick Roberts
 

still image from Mick Roberts  Quit line TV commercial

Smoking takes lives and smoking doesn’t only affect the smoker, so quit now.

The Mick Roberts campaign was produced by Quit Victoria in 2011 and was new to South Australia in 2015. The series of personal testimonies feature Michael ‘Mick’ Roberts, a 49 year old from Geelong who suffers from emphysema as a result of his smoking. He talks about how his life has changed since being diagnosed.

Terrie's Tips 

Cancer caused from smoking can have a devastating and debilitating impact on a person’s quality of life.

Terrie’s Tips features a real testimony from Terrie Hall, aged 51 years and a former smoker from North Carolina. Terrie tells the viewer about the impact smoking has had on her daily life since she was diagnosed with throat cancer and had her voice box removed. Terrie passed away in September 2013, aged 53, after the cancer spread to her brain. Terrie’s Tips is part of the United States Centers for Disease Control and Prevention Tips from Former Smokers campaign.

Mutations

Smoking cigarettes causes mutations that can lead to cancerous tumours

Mutations is an emotionally powerful and graphic campaign depicting how mutations in the body caused by smoking cigarettes can lead to the development of cancer and enables smokers to “see” the damage they are doing on the inside. It has been developed by the Cancer Institute NSW.

Triggers

still image from the Triggers Quit Line Victoria animated TV commercial

Think about your smoking triggers. Be prepared and think ahead to stay quit.

Triggers was produced by Quit Victoria in 2014. This animated campaign is designed to help smokers identify their smoking triggers such having a coffee, at parties, when with other smoking buddies, when stressed and after meals. It provides smokers with increased self-awareness of their habit and gives them the confidence and skills to quit.

Many Diseases

You can get any number of diseases caused by your smoking. Quitline and quitlinesa.org.au can help you quit.

Many diseases features a montage of memorable scenes from previous Australian anti-tobacco campaigns since 2000. It was originally developed by the Cancer Institute NSW in 2009 as the Everybody Knows campaign and focuses on what everybody knows but what some smokers still ignore. It shows the range of health consequences caused by smoking, and reinforces that smoking can lead to heart disease, gangrene, reduced lung function, chronic bronchitis, stroke and emphysema. Quitting smoking can be hard and smokers may need help to permanently break their habit.

Best Intentions

Quit Line logo as displayed in advertising and promotions

Face it, there is never going to be a perfect time to quit.

Produced by the Cancer Institute NSW and previously shown in South Australia. This emotionally-charged advertisement portrays a wheelchair-bound patient looking out a window into a garden. He reflects on several dates he had set himself to quit smoking and the key milestones he has missed as a consequence of developing cancer from being a long-term smoker.

Separation

still image from breathless Quit line TV commercial

Consider the impact smoking has on families.

Separation depicts the distress of a small child who has lost his mother in a busy public place; equating this with the distress of a child losing a loved one to a smoking-related illness. It was developed by Quit Victoria and has aired previously in South Australia.

2015-16 campaign

The following advertisements aired in 2015-16:

Title and key message Brief description

Best Intentions

Quit Line logo as displayed in advertising and promotions

Face it, there is never going to be a perfect time to quit.

Produced by the Cancer Institute NSW and previously shown in South Australia. This emotionally-charged advertisement portrays a wheelchair-bound patient looking out a window into a garden. He reflects on several dates he had set himself to quit smoking and the key milestones he has missed as a consequence of developing cancer from being a long-term smoker.

Breathless

Living with emphysema can feel worse than death. Stop before the suffering starts.

Developed by the Australian Government Department of Health for the Stop before the suffering starts National Tobacco Campaign. This graphic advertisement compares the experience of living with emphysema to being buried alive. It shows a man gasping for air in a dark place, which could be a coffin. At the end of the advertisement, he sits up and the viewer sees he is in his bed and his concerned wife is comforting him. It has an M rating.

Symptoms

A little suffering now (quitting smoking) can save a lot of suffering later. Stop before the suffering starts.

Developed by the Australian Government Department of Health for the Stop before the suffering starts National Tobacco Campaign. In this advertisement, the viewer is led to believe a man is suffering the symptoms of smoking-related illness. At the end of the advertisement, it is revealed that he has actually been experiencing withdrawal from smoking, but he has finally quit smoking for good and is ready to spend quality time with his children.

Separation

still image from breathless Quit line TV commercial

Consider the impact smoking has on families.

Separation depicts the distress of a small child who has lost his mother in a busy public place; equating this with the distress of a child losing a loved one to a smoking-related illness. It was developed by Quit Victoria and has aired previously in South Australia.

Mick Roberts

still image from Mick Roberts  Quit line TV commercial

Smoking takes lives and smoking doesn’t only affect the smoker, so quit now.

The Mick Roberts campaign was produced by Quit Victoria in 2011 and is new to South Australia in 2015. The series of personal testimonies feature Michael ‘Mick’ Roberts, a 49 year old from Geelong who suffers from emphysema as a result of his smoking. He talks about how his life has changed since being diagnosed.

Mick’s Story

Spiral Down

Never give up giving up

still image from Never give up giving up Quit line TV commercial

Every time you try to quit smoking, you get closer to quitting permanently.

This positive campaign was produced by Cancer Council Victoria in 2010. It aims to normalise the quitting experience for smokers and gives them encouragement to attempt quitting after previous failures. The advertisement takes an empathetic look at a smoker caught in a cycle of quitting and relapsing. It provides hope to others at its conclusion, when it reveals the hero has been successfully smoke-free for three years.

Further information about this campaign is available on the Quitline Victoria website.

Triggers

still image from the Triggers Quit Line Victoria animated TV commercial

Think about your smoking triggers. Be prepared and think ahead to stay quit.

Triggers is new to South Australia and was produced by Quit Victoria in 2014. This animated campaign is designed to help smokers identify their smoking triggers such having a coffee, at parties, when with other smoking buddies, when stressed and after meals. It provides smokers with increased self-awareness of their habit and gives them the confidence and skills to quit.

What's worse

Your smoking is not just about you

This emotively charged advertisement depicts a mother’s difficulty in telling her young children that she has smoking-related cancer. It has been shown in South Australia previously.

Anthony

still image from the Anthony Quit line TV commercial

Smoking causes pain and suffering to smokers and their families.

This is the real personal testimony of Anthony Hicks who was diagnosed with throat and lung cancer caused by smoking. He is shown in hospital following a laryngectomy operation to remove his cancerous voice box, and speaks about his current situation and future plans. As the advertisement tells us, Anthony died 10 days after filming and never got to see his daughter. Anthony was developed in 2004 by the UK Department of Health and has been adapted by the Cancer Institute NSW. The campaign demonstrates the real health consequences of smoking.

16 Cancers

still image from the 16 cancers Quit Line TV commercial

There are 16 different types of cancer caused by smoking…and you have one clear way to reduce your risk.

16 Cancers is a new powerful graphic and emotive campaign produced by Cancer Council WA. The advertisements highlight both the common and lesser known cancers that can be caused by smoking, and emphasise the immediate and long-term consequences these cancers can have on a person’s life. They illustrate the effects of smoking-related cancers and their capacity to take away life’s simple pleasures such as speaking and eating.

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