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...