Australian National Preventive Health Agency: My QuitBuddy
James FilmerUM Australia, The Project Factory
Campaign details
Brand owner: Australian GovernmentAgency: UM Australia, The Project FactoryBrand: Australian National Preventive Health AgencyCountry: AustraliaIndustry: Public healthMedia budget (USD): Up to $500kChannels used: Mobile and apps, Public relations
Executive summary
In this smoking cessation campaign, Universal McCann, the media agency, working with the Australian National Preventive Health Agency (an agency of the Australian Government), took a different approach to encouraging smokers to give up their habits. Rather than focus on dangers...