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Campaign overview

The main aim of the campaign is to motivate those who smoke to make a quit attempt now, and to reframe quitting smoking as a strong and positive thing to do for themselves and family

The main objectives of campaign are to:

  • To motivate those who smoke to make a quit attempt now.
  • To create a sense of personal susceptibility regarding the signs and symptoms of smoking-related illness that the target audience may already be experiencing, creating a link between the short and long-term health consequences of smoking.
  • To demonstrate that more is gained for (current or future) family wellbeing through quitting, rather than continuing to smoke.
  • To reframe quitting smoking as the strong thing to do as opposed to smoking.

Campaign background

Quit Stalling was developed jointly by Quit Victoria and Cancer Institute NSW.  Quit Stalling encourages those that smoke to make a quit attempt now. It’s easy to find reasons to put off quitting, but the more you make excuses, the harder it may get. Quit Stalling shows the inevitable consequences of not being honest with yourself and making the tough decision now.

The campaign follows one young male character who uses typical excuses to put off quitting (waiting for footy training to start, until his first child is born etc) until he is in his early forties and is already feeling the health consequences of smoking and seeing the impact it has on his own life and his young family.

Quit Stalling provides new information in a positive and relatable way, aiming to motivate those who smoke to stop delaying quitting and take action now. It reminds them of their desire to quit and of all the times they have previously said they would quit, but didn’t.