How do you persuade Australians to stop using a product as addictive as Heroin?

Martin Rippon and Julia Taylor Bigg

Anti-smoking campaign, 1997-2000, on behalf of the Australian federal government (Commonwealth Department of Health and Aged Care (Population Health Social Marketing Unit)).

Commonwealth Department of Health and Aged Care (Population Health Social Marketing Unit)

How do you persuade Australians to stop using a product as addictive as heroin?

Authors: Julia Taylor Bigg, Martyn Rippon Agency: Brown Melhuish Fishlock

Objective: To convince current smokers to quit as well as encourage former smokers to remain non-smokers. To increase the number of callers to the Quitline.

Results: 1.8% drop in the smoking rate within the first 18 months of the campaign, representing at least a quarter of a million fewer smokers than before the campaign

'One of the...

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