The Australian National Preventive Health Agency: How suffering made people quit
Campaign details
Agency: AJF Partnership, MelbourneAdvertiser: The Australian National Preventive Health AgencyAuthor: Pieter-Paul von Weiler, Brigitte Bayard and James SheardTotal campaign expenditure: $5 - 10 million
Executive summary
Despite the quality of anti tobacco advertising in the last few decades, smoking is still responsible for more deaths in Australia than alcohol and drugs combined. Finding new way in was required. Having...