Being around friends who smoke is the biggest reason people can't ditch the darts. Quit Victoria's campaign focuses on the triggers and how to avoid them. The cigs, that is, not your friends.
The Victorian anti-smoking movement is taking a different tack with its latest campaign. It's moving away from response driven campaigns to look at the triggers for smoking in the first place.
If you know what makes you do it, you're more likely to be able to recognise it and quit. That's the thinking behind the latest anti-smoking campaign from Quit Victoria.
Smokers between 30 and 49 are being targeted, and asked to think about what makes them smoke – is it stress? Other people? Coffee? It wants smokers who have tried to quit in the past to plan a strategy of how to deal with the trigger.
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 to relapsed smokers and is a clear step away from the usual graphic anti-smoking campaigns.”
Tim Holmes, creative director at JWT Melbourne, added: “Triggers is about empowering smokers to plan ahead and have the confidence, motivation and ability to recognise what triggers their desire to smoke so they can quit. Triggers changes the idea of quitting from something you ‘just do’ to something you consider ahead of time and are prepared for."
The six-week program is being run by Cancer Council Victoria and was created by JWT Melbourne,
Animated ads will run across TV, online video, digital display, outdoor, and in-venue channels.
Top smoking triggers – male and female
(% of current smokers and recent quitters who identified the below as triggers)
1. Being around friends who smoke (80%)
2. Stress (78%)
3. Parties/nights out (76%)
4. After eating a meal (69%)
5. Work breaks (60%)
6. Coffee (45%)
7. Driving (41%)
8. Telephone calls (23%)
Campaign Credits
Creative: JWT Melbourne
Production: Animade
