Australian National Preventive Health Agency: How suffering made people quit

This case study explains how an anti-smoking campaign by the Australian government changed minds by the psychological insight that smokers are more scared of suffering a painful death than the act of dying itself.

Australian National Preventive Health Agency: How suffering made people quit

Pieter-Paul von Weiler and Brigitte BayardAJF Partnership

Background

Public enemy number 1

Smoking is Australia's single most preventable cause of death and illness, claiming 15,000 lives annuallyi. It is responsible for more deaths and hospitalisations than alcohol and drug use combinedii. The Australian National Preventive Health Agency (ANPHA) briefed us on helping reduce the rate of adult daily smokers in Australia. We were mandated to reinforce the damaging health effects of smoking.

Finding a new way in

Despite 96% of smokers being aware that smoking...

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