The psychology of quitting is at the centre of a new Quit Victoria campaign.
In the first digitally-led campaign for Quit Vic, Breaking Habits aims to empower smokers to succeed in their efforts to quit.
The targeted campaign, by Hardhat, uses digital channels to reach smokers in four key demographic groups that are over-represented in smoking advertising.
Quit Victoria director Dr Sarah White said that while graphic TV advertisements provided the greatest reach in deterring adolescents from starting to smoke, the Quit Vic campaign is aimed at smokers already contemplating a quit attempt.
Research by Cancer Council Victoria’s Centre for Behavioural Research shows that 82% of Victorian smokers want to quit. The research showed that 81% of smokers had made a previous quit attempt, and 56% had made three or more quit attempts.
Hardhat co-founder Dan Monheit says: "It's not every day we get to use behavioural psychology and the power of the internet to save lives, but that's exactly what this campaign is all about."
