Australian National Preventive Health Agency: My QuitBuddy

James Filmer
UM Australia, The Project Factory

Campaign details

Brand owner: Australian Government
Agency: UM Australia, The Project Factory
Brand: Australian National Preventive Health Agency
Country: Australia
Industry: Public health
Media budget (USD): Up to $500k
Channels 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 that Australian smokers were already aware of, it created a support programme to guide quitters through the journey. A mobile app offered a supportive tool that would be at hand 24/7. Using smoking cessation, social media and gaming knowledge, the app provided tailored support throughout the quitting process. It quickly became the No.1 Health and Fitness app in Australia generating 120k downloads and 2m sessions, with a 4.5 star rating and overwhelmingly positive reviews. As evidence of its success, this case study cites much higher than normal rates of smoking cessation.

Campaign background