After decades of negative, stereotyped and graphic anti-smoking messages, Quit Tasmania has decided to think differently with its new campaign via The20.
Marcus Murphy, creative director at The20 said smokers already know why they should quit, but want ownership over the decision.
Says Murphy: “For years, advertising campaigns have given smokers the reasons why they should quit. This campaign helps them understand the reasons they are smoking in the first place.
“Smokers are tired of being talked down to. This campaign respects their autonomy, giving smokers something new to think about that could help them make that decision.”
The work, which celebrates the pose of the famous The Thinker sculpture, encourages smokers to use the time they spend having a cigarette to think about why they are actually smoking: nicotine addiction, habit or emotion/stress.
Says Murphy: “We want to own that time – we want the time people spend smoking to become their ‘thinking’ time.”
Quit Tasmania director Abby Smith said the research-based campaign enters a new space in anti- smoking messaging, describing it as an “Australian first”.
By communicating with empathy and understanding, this campaign from Quit Tasmania will help smokers to be more prepared. And ultimately, that will make their quit attempt more successful.
The message will be activated across a range of channels, including ‘guerrilla’ street art, ashtray stickers and life-sized cut-outs for doctor’s waiting rooms.
Creative Director: Marcus Murphy
Copywriter: Sean Lavery
Art Director: Adrian Bell and Samantha Dobie
Producer: Kali Bean
Director: Adrian Bell
Director of Photography: Joshua Lamont
Sound Studio: Sonic Solutions
Designer: Fflur Higgs
Account Manager: Errin Polegaj
Client: Quit Tasmania