People who still smoke, do so now in spite of enough warnings to stop a speeding bullet. So, JWT Melbourne has zeroed in on the habit of smoking. The campaign is one of encouragement rather than dire warning, motivating smokers to kick their tobacco habit by helping them identify what “triggers” them to smoke.
Michael Godwin, managing director of JWT Melbourne said Triggers deliberately sets a new communications course for Quit Victoria. It is also Quit Victoria’s first ever animated campaign about how to quit smoking for good.
The Triggers campaign included 3 x 15 second pre rolls, digital display, large format OOH, cross tracks, venue ads and coasters.
The TVC, which launched on August 24 will be aired across all free to air TV and is scheduled for a six week, high impact TV blitz.
“JWT has a habit of creating behavioural change campaigns that are unique,” Godwin commented. “Unlike previous Quit Victoria campaigns, Triggers provides supportive advice and encouragement to relapsed smokers and is a clear step away from the usual graphic anti-smoking campaigns.”
The campaign is target at 30-49 year old smokers – the entrenched smokers.
“Triggers is about empowering smokers to plan ahead and have the confidence, motivation and ability to recognise what triggers their desire to smoke so they can quit,” said Tim Holmes, creative director, JWT Melbourne. “Triggers changes the idea of quitting from something you ‘just do’ to something you consider ahead of time and are prepared for.”
Quit Victoria acting director, Craig Sinclair, said many smokers struggled to quit for good in the face of common triggers like stress or socialising with friends.
“Research has shown that most smokers don’t want to smoke but lack the confidence, self-awareness and skills to quit successfully. We hope this campaign will encourage smokers who might have made several unsuccessful quit attempts to consider preparing next time around by thinking about their smoking triggers and strategies for avoiding or better dealing with them.”
Do you have a packet of ciggies in your pocket you’d like to toss? Pay attention to these situations:
Top smoking triggers – male and female
(% of current smokers and recent quitters who identified the below as triggers)
- Being around friends who smoke (80%)
- Stress (78%)
- Parties/nights out (76%)
- After eating a meal (69%)
- Work breaks (60%)
- Coffee (45%)
- Driving (41%)
- Telephone calls (23%)
[2014 Victorian Social Marketing Tracking Survey conducted by the Behavioural Science Division at Cancer Council Victoria.]
Creative Credits:
Creative: JWT Melbourne
Production: Animade
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