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Smoking cessation campaigns

There are 16 different types of cancer caused by smoking. But you can reduce your risk and set yourself free from smokes. Visit besmokefree.com.au to find out how.

South Australian 2018-19 quit smoking campaign

Quit smoking advertising is very effective at motivating smokers to quit and discouraging the uptake of smoking.

The quit smoking campaign is a fantastic opportunity to encourage South Australians to quit and stay quit.

It aims to reduce the number of smokers in South Australia by capitalising on the power of television, online and radio advertising.

Some of the advertisements are quite graphic in nature, while some pull at the heart strings and others are very positively framed and inspirational.

The advertisements don’t only focus on the negatives of smoking for the smoker and the benefits to the smoker of not smoking – they also focus on how smoking and quitting smoking affects loved ones.

Information and support to quit smoking

For information and support to quit smoking:

2019-19 quit smoking advertisements

Here is some information about the advertising you can expect to see as part of the campaign.

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.

Quit Stalling

  • Key message: You know you’ll quit one day so do it now and set yourself free from smokes.
  • Description: Quit Stalling 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 40s when he is struggling to keep up with his children and regrets not quitting years earlier.
  • Produced by: Quit Victoria and the Cancer Institute NSW in 2017.

Real Stories - Gary

Photo still of Gary from the quit line real stories campaign

  • Key message: Quit for good. Quit smoking for the benefits.
  • Description: Real Stories - Gary is the personal testimony of Gary Hill, a 47-year-old publican and father of four who quit smoking three 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.
  • Video

 

You Quit, You Win

  • Key message: Set yourself free from the negative social impacts associated with smoking by quitting.
  • Description: You Quit, You Win highlights the negative social impacts of smoking and frames quitting as winning. It demonstrates that more is gained than lost by quitting smoking. The advertisement is being used in South Australia for the first time in 2019.
  • Produced by: Cancer Institute NSW and Quit Victoria in 2017.

2017-18 campaign

The following advertisements aired in 2017-18:

Title and key message Brief description
From Every Quitter

Photo from the Please help me quit by not smoking campaign
Please help me quit by not smoking around me.

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.
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.
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.
Never give up giving up

Still photo from the never give up giving up TV commercial
Every time you try to quit smoking, you get closer to quitting permanently.
‘Never Give Up’ shows smokers that it is a normal experience when quitting to have a few failures along the way. It looks at a smoker caught in a cycle of quitting and relapsing. By never giving up giving up, the smoker in the advertisement is successfully smoke-free for three years.
Real Stories - Gary

Quit for good. Quit smoking for the benefits.
Real Stories - Gary is the personal testimony of Gary Hill, a 47-year-old publican and father of four who quit smoking three years before the campaign was made. The advertisement is designed to encourage and inspire others to follow his lead and quit for good.
Quit Stalling

You know you’ll quit one day so do it now and set yourself free from smokes.

Quit Stalling 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 40s when he is struggling to keep up with his children and regrets not quitting years earlier.


Cough

Every cigarette brings cancer closer, so quit now.

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.





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.

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