New Year, New You
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Campaign overview
The new year is a time when many people decide to quit smoking. To leverage the heightened quitting salience associated with the new year period, the Cancer Institute NSW will launch a digital-led campaign, New Year, New You.
The campaign provides support to individuals making a New Year’s resolution to quit smoking, by helping them prepare for their quit attempt, and linking them to the online smoking cessation support service, iCanQuit.com.au.
Campaign messaging will:
- target those in the contemplation and preparation stages of quitting, as they’re forming a New Year’s resolution and preparing to quit smoking (pre new year); and
- support those making a quit attempt as part of their New Year’s resolution and encourage others to not give up on their resolution to quit smoking (post new year).
New Year, New You will run from 3 December 2023 –27 January 2024, and is being delivered across digital display, social media, search engine marketing and outdoor media channels.
Why we need a campaign
In 2022, 11.4%1 of NSW adults were current smokers (at a daily and/or occasional frequency). This is the lowest rate to date, and it is important to continue this downward trend.
Evidence shows that tobacco control social marketing campaigns are one of the most effective population strategies to reduce tobacco consumption. This is achieved by helping to personalise the health risks of smoking, providing hope and confidence in the individual’s ability to quit, and increasing sense of urgency about quitting.2,3
The goal of New Year, New You is to drive the audience to the iCanQuit website, supporting their New Year’s resolution of quitting smoking by encouraging them to take one or more of the following actions:
- Engage with the information and tools on the iCanQuit website.
- Engage with the tips, strategies, inspiring testimonials, and supportive community on the iCanQuit forum.
- Join the iCanQuit website to receive a personalised quit plan and ongoing digital support.
Target audience
New Year, New You will target adults aged 18+ in NSW who smoke. This campaign will resonate mostly with those who smoke and have made a commitment (resolution) to quit smoking in 2024.
Key messages
The key message for New Year, New You is 'Quit smoking and enjoy more in '24'.
Furthermore, supporting messages in the creative include:
- Get tools and support to quit smoking.
- Get tips from people who’ve quit.
- Get our top ten tips to quit smoking.
- Make your resolution count.
Campaign assets
There are six sets of creative for New Year, New You, allowing for relevant messaging and call-to-actions pre-new year, post-new year and for the entirety of the campaign’s duration. The creative carefully balances between relatable and aspirational, depicting a quintessential summer holiday period in NSW.
We welcome everybody’s help in promoting the campaign and messages. If you are interested, please share the assets below or reach out to the team at CINSW-Prevention@health.nsw.gov.au. All assets are available in social video, social static and digital display.
You can also download the PDF version of the campaign toolkit.
Further information
For further information about the 2023/24 campaign, contact us directly at CINSW-Prevention@health.nsw.gov.au.
Previous Year's Campaigns
View previous year's campaigns
Through research and social listening insights, we know that New Year is a peak quitting period for people who smoke, as they make their resolutions and have the mindset of making personal commitments or goals.
The more prepared the person feels the more likely they are for it to be a successful quit attempt. To leverage this heightened relevancy, the Cancer Institute NSW has planned a tactical campaign to encourage people to quit smoking over New Year with ‘Be Smoke Free in ‘23’.
This campaign will capture the audience in their contemplation stage before new year and support them through their preparation and action stages of the quit process.
Campaign assets
The ‘New Year, New You’ campaign aims to support adults 18+ who smoke to keep their new year resolution to quit smoking, driving them to the support services.
We welcome everybody’s help in promoting the campaign and messages. If you are interested, please share the assets below or reach out to the team for more information at:
CINSW-Prevention@health.nsw.gov.au
Download 2022/23 'New Year, New You' campaign toolkit flyer (PDF)
We know through research and social listening insights that the New Year is a peak quitting period for people who smoke, with people having a mindset of making personal commitments or goals.
To leverage this heightened relevancy, the Cancer Institute NSW is planning a tactical campaign push to encourage people to quit smoking.
Campaign assets
The 2021 ‘New Year, New You’ campaign aims to support adults 18+ who smoke to keep their new year resolution to quit smoking, driving them to the support services. We welcome everybody’s help in promoting the campaign and messages – if you are interested, please share the assets below or reach out to the team.
Download 2021/22 'New Year, New You' campaign toolkit flyer (PDF)
