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New QUIT Victoria anti-smoking campaign highlights smoking "Triggers"

9 September, 2014

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Created by JWT Melbourne

MELBOURNE — Quit Victoria, a program of Cancer Council Victoria, has launched a new mass media public education campaign created by JWT Melbourne, which aims to encourage and motivate smokers to quit their tobacco habit by helping them identify what “triggers” them to smoke.

The ‘Triggers’ campaign comprises supporting elements launched this week , including 3 x 15 pre rolls, digital display, large format OOH, cross tracks, venue ads and coasters. The ‘Triggers’ TVC, which launched on August 24 will be aired across all free to air TV and is scheduled for a six-week, high impact TV blitz.

Michael Godwin, Managing Director of JWT Melbourne said Triggers deliberately sets a new communications course for Quit Victoria. He said it aims to cut through a normally response driven advertising sector and bring a devastating social issue to life by creating a campaign with a point of difference.

He said the new anti-smoking campaign is also Quit Victoria’s first ever animated campaign about how to quit smoking for good.

“JWT has a habit of creating behavioural change campaigns that are unique,” said Godwin. “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.”

Specifically targeted at 30-49 year old smokers, the campaign will help smokers think about what triggers their desire to smoke - such as stress and alcohol - and help them plan ways to deal with their tobacco cravings in advance. Understanding these influences could be the key to quitting for good.

“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,” said Tim Holmes, Creative Director, JWT Melbourne. "Triggers changes the idea of quitting from something you ‘just do’ to something you consider ahead of time and are prepared for."

Quit Victoria Acting Director, Craig Sinclair, said many smokers struggled to quit for good in the face of common triggers like stress or socialising with friends.

“Research has shown that most smokers don’t want to smoke but lack the confidence, self-awareness and skills to quit successfully,” Sinclair said. “We hope this campaign will encourage smokers who might have made several unsuccessful quit attempts to consider preparing next time around by thinking about their smoking triggers and strategies for avoiding or better dealing with them.”

JWT Melbourne is part of STW Group, Australasia’s largest marketing communications group.

Links to campaign elements: – the 30 sec TVC – ‘Saturday night’ trigger – 15 sec pre roll – ‘Stress’ 15 sec pre roll – ‘Coffee’ 15 sec pre roll

Campaign Credits
Creative: JWT Melbourne
Production: Animade

For further information, please contact:
Rebecca Tilly, STW PR on +61 410 501 043

About the research:
This data was collected as part of the 2014 Victorian Social Marketing Tracking Survey conducted by the Behavioural Science Division at Cancer Council Victoria.

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%)

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