Quit Stalling is a new anti-tobacco campaign targeting young male smokers aged 18 to 34 years in NSW. Young male smokers are targeted as their smoking rates are higher than the general population.
The campaign is live in NSW from 16 April to 30 June 2017 and includes television and digital advertising.
It aims to provide new information to young male smokers, in a positive and relatable way, encouraging them to stop delaying quitting smoking and take action now. It reminds young male smokers of their desire to quit and of all the times they have previously said they would quit and didn’t.
It challenges their belief that they will quit smoking ‘tomorrow’, by demonstrating how easily those ‘tomorrows’ come and go before you know it, empowering them to do it today. It also creates an association between symptoms currently experienced and future smoking related diseases.
The Cancer Institute NSW worked in partnership with Cancer Council Victoria (Quit Vic) to jointly produce the Quit Stalling campaign. The creative agency was Three Wise Men. The Campaign launches for the first time in both NSW and Victoria in April 2017.
The television commercial focuses on one male smoker who gets older in each scene, from his early twenties to his early forties.
Over several scenes he makes excuses, putting off quitting smoking to another time, “I’ll quit before footy training starts. I’ll quit before I wake up coughing. I’ll quit before my kid’s born. I’ll quit before I have serious problems.”
It culminates with him aged in his early 40’s, struggling to walk up the stairs, saying, “I wish I’d quit when I said.”
It then reverts back to him as he was in the first scene, in his early twenties, full of life and optimism, with the call to action, “You’ll know you’ll quit smoking one day. Get tough with yourself. Quit stalling. Quit today. For support, visit iCanQuit.com.au.”
- Digital (online Video, digital display, Facebook)