Australian National Preventive Health Agency (ANPHA)/National Tobacco Campaign: How suffering made people quit

This case study explains how the Australian National Preventive Health Agency took a new approach to its anti-smoking message to get people to think about the pain of smoking-related illness, and to avoid it by quitting smoking.

Australian National Preventive Health Agency (ANPHA)/National Tobacco Campaign: How suffering made people quit

AJF Partnership

Summary

Quitting smoking isn't easy. Despite having the world's toughest anti-smoking laws, one in six Australians continue to smoke daily. So how do you get them to quit when they've proven to be immune to gruesome packaging pictures, ultra high pricing and numerous cancer awareness campaigns?

After talking to people about their feelings towards death, we learnt a powerful truth: people are more afraid of the pain that comes with death than death itself.

To better understand the pain associated with dying from a smoking-related...

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