By now, the smokers who are left are dyed in the wool fans of the habit or have had little access to a barrage of anti-smoking Australian campaigns because English is not their language.
Think HQ has delivered an in-language campaign for Quit, a program of Cancer Council Victoria, that they cannot ignore. It is brutal.
Watch:
The Hanky focusses on priority populations with higher smoking rates than the average Victorian population, including Arabic-speakers, Mandarin-speakers and Vietnamese-speakers, with all campaign assets translated in all three languages. These target audiences tend to smoke in social and work situations when they are with other smokers and may not smoke heavily or often. The campaign needed to convince them that every cigarette is doing them damage, even if they don’t smoke every day.
The campaign is built on a creative strategy developed by Think HQ’s multicultural specialist CultureVerse team. The campaign launch comes at an exciting time for Think HQ, following its recent B-Corp accreditation and a run of headline-grabbing national campaigns.
Kelly Dienaar, head of media and communications at Cancer Council Victoria,stated, “We’re deeply committed to supporting multicultural communities and ensuring that we see smoking rates decline across priority population groups. It’s been meaningful to see this important campaign come to life. We hope it will motivate more Arabic, Vietnamese and Chinese speaking people to start their quitting journey.”
Jessica Billimoria, head of CultureVerse, added, “The Quit campaign delivers critical health messages where they are needed, built on a powerful concept and communicated in the language of each target group.”
The full campaign is running across radio, digital and print and includes four videos (two x 30 second spots and 2 x 15 second cutdowns), a 30-second audio spot, social assets, posters and website copy. The media campaign is supplemented by additional activities including two webinars with health professionals sharing campaign insights.
Credits
Client: Cancer Council Victoria
Head of Media and Communications, Prevention: Kelly Dienaar
Marketing Manager, Prevention: Maddy Leigh
Marketing & Communications Advisor, Prevention: Layne Richardson
Research and Evaluation Manager, Quit: Dr Eve Mitsopoulos
Creative Agency: Think HQ
Founder and Managing Director: Jen Sharpe
Chief Creative Officer: Andy Lima
Group Head of Creative Strategy & Client Service: Lisa Gumbleton
Executive Creative Director: Rob Barnett
Associate Creative Director: Sam McCarron
Senior Copywriter: Max Bengtsson
Account Director: Nadia Ladson
Cultural Agency: CultureVerse
Head of CultureVerse: Jessica Billimoria
Group Account Director: Elise Erwin
Account Manager: Rebecca Song
