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Sunday, April 2, 2017

Don’t wait… until it’s too late.


Campaign Background

The Wait campaign was developed by Quit Victoria and produced by Melbourne ad agency JWT in 2012.  The setting for the campaign’s television commercial takes place in a doctor’s waiting room, and depicts a man’s agonising self-reflection and high regret that occurs in the time between diagnosis and results. He’s anxious and regretful as he reflects on his situation.


Exploratory research undertaken by Quit Victoria prior to development of the campaign revealed that the notion of regret could be a powerful motivator for quitting, with smokers having some concern that they might come to regret not having stopped before doing serious damage, especially in the context of knowing that they should quit and having previously made a commitment to stop by a certain time.


Campaign Aims

The aim of the campaign is to motivate people who smoke to quit now by encouraging them to consider the impact not quitting will have on their lives, now and in the future and showing the consequences of not quitting now.


Campaign Objectives

Highlight to people who smoke that they already have all the reasons they need to quit now.
Show that the answer to avoiding regret is quitting now.
Encourage those who are currently thinking about quitting to actively plan a quit attempt.


Key Message

Don’t wait until it’s too late - Quit now to avoid consequences in the future that you may regret.


Target Audience

Although all people that smoke are the target audience, males aged 18-44 and those on low income are the primary target audiences for campaigns in Tasmania.


When will the campaign air?

The Wait campaign will air statewide in Tasmania for 3 weeks from Sunday 2 April 2017. The advertisement has been classified and given a W rating.  This means that the advertisement may be broadcast at any time except during P and C programs or adjacent to P or C periods.  Exercise care when placing in cartoon and other programs promoted to children or likely to attract a substantial child audience.


Quit Support

An important part of a campaign is to ensure that those wanting to quit smoking know they have access to free information and advice by calling Quitline on 13 QUIT (13 7848). Quitline is a free confidential and non-judgmental service provided by people specifically trained in smoking cessation.

Quitline counsellors provide callers with information on all aspects of giving up smoking. Quitline also provides free self-help materials and offers a free telephone callback support service to help smokers through the quitting process.

To order a FREE self-help Quit Pack call the Quitline on 13 QUIT (13 7848)
SMS your name and address to 0408 264 664
or click here

Online Information

Quit Tasmania website
My QuitBuddy free App