Australian Government tackles vaping and smoking in new campaigns via BMF
The Australian Government has launched new national public health campaigns via BMF, to help Australians give up vaping and smoking, particularly targeting at-risk groups and young Australians.
The integrated campaigns fall under the ‘Give Up For Good’ behaviour change platform and are structured around three critical streams: Youth Vaping, Tobacco and Adult Vaping, all aimed at increasing awareness and reinforcing the harms of vaping and smoking and the tools and resources available to help people quit.
Forming part of the initiative, the anti-smoking campaign – targeted to all adult Australian smokers – highlights why smoking is one of the most harmful behaviours we can adopt, acknowledging that whilst quitting is hard, the alternative is harder.
The adult anti-vaping campaign reinforces the comprehensive support and tools available to vapers, to help them quit this insidious, all-consuming habit, motivating vapers to take control back from nicotine. Because, while you may not have chosen nicotine addiction, it’s already chosen you.
Meanwhile, the youth anti-vaping campaign aims to re-frame the social norm of vaping asking young Australians to have a moment of self-reflection and ‘join the thousands quitting vapes’. We know both smoking and vaping can creep its way into our lives when we don’t expect it, becoming a habit that’s hard to control. The campaign prompts young Australians to ask themselves, ‘why are we still doing this?’.
Says Tom Hoskins, group creative director at BMF: “Recent research revealed that people who vape are more likely to take up cigarette smoking, compared to those who have never vaped. And, with access to these products becoming increasingly difficult due to regulatory change, there is an increasing need to support people to quit. So, addressing the wider issue effectively meant creating nuanced and audience-specific work that talks to the insidious nature of both vaping and smoking. The common thread being that now, with more tools and support available, there’s never been a better time for Australian smokers and vapers to give up for good.”
A fourth stream of anti-smoking creative to communicate with First Nations people has also been developed by Carbon Creative under the Give Up For Good platform. ‘Keep at quitting’ can be viewed at health.gov.au/GiveUpForGood
Client: Department of Health and Aged Care
Creative Agency: BMF
Anti-Tobacco
Production Company: Good Oil
Director: Michelle Savill
Post-Production: ARC EDIT
Sound Production: Rumble Studios
Photography: Dick Sweeney
Anti-Vaping (adult)
Production Company: Good Oil
Director: Novemba
Post-Production: ARC EDIT
Sound Production: Rumble Studios
Photography: Chris Searle
Anti-Vaping (youth)
Production Company: Collider
Director: Ben Briand
Post-Production: Collider
Sound Production: MassiveMusic
Photography: Ingvar Kenne
10 Comments
this is why I’m a zyns guy
Feels like three random campaigns? and boring same old stuff ones at that…moody, depressed music, dirty dark photos, base level insights….
Give up
Angus and Alana. Superstars!
Well done, saw it during the footy
I hope this does something
Vaping is total shit house
Are you okay?
Can we help?
Share something you’ve made.
I agree with you. The tobacco and adult spots feel like they were pulled out of the 90s. Stinks of a government client. The youth spot had a much better insight.
I heard “Choose your heart” in the TVC not “choose your hard”.
As others have said, feels like multiple campaigns (but likely briefed as such). The youth spot is the better of the bunch, but still feels very governmenty: “Stop doing the thing you’re doing” and layering too many messages and taglines that don’t quite land.
But having worked on Dept of Health before, it’s a long table of stakeholders.
youth one really hit! not sure about the other two
This is meant to be multiple campaigns though, no?
Surely, a 15 year old vaper is not likely to listen to the message for a 55 year old cigarette muncher.
This work hasn’t been made to make people fall in love with midnight snacks of pot noodles. It’s obviously designed to make people feel uncomfortable, unsettled even, about a habit that might at worst eventually kill them. Once you’ve split the audience for it three ways, I imagine job only gets even harder.
I’m seeing this everywhere this week. So well done.