The Australian National Preventive Health Agency: How suffering made people quit

This case study describes a campaign by the Australian National Preventive Health Agency which communicated the suffering experienced by people dying of smoking-related illnesses to encourage people to quit smoking.

The Australian National Preventive Health Agency: How suffering made people quit

This case study won Grand Prix at the Australian Effies. Visit the Australian Effies page for more winning campaigns.

Campaign details

Agency: AJF Partnership, MelbourneAdvertiser: The Australian National Preventive Health AgencyAuthor: Pieter-Paul von Weiler, Brigitte Bayard and James SheardTotal campaign expenditure: $5 - 10 million

Executive summary

Despite the quality of anti tobacco advertising in the last few decades, smoking is still responsible for more deaths in Australia than alcohol and drugs combined. Finding new way in was required. Having...

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