Quitline’s New Advertising Campaign

Quitline’s New Advertising Campaign Will Motivate
More People to Quit Smoking

To help reach the Government’s goal of a Smokefree New Zealand by 2025, Quitline has today (10th April 2012) launched a major new television, outdoor and online campaign to inspire more people to get in touch with them for support to quit smoking.

In a departure from traditional social marketing campaigns, Quitline’s new campaign uses a more direct, ‘call to action’ approach. The campaign is designed to prompt smokers to act now and use Quitline’s services and focuses on the core message that people who quit smoking with Quitline’s support are five times more likely to successfully quit than those who quit without any help.

The television advertisements feature six Quitline clients who have successfully given up smoking using Quitline’s services. The advertisements were created using a ‘swing shift’ technique, which shows the former smokers literally stepping out of their old selves and transforming into their new happier smokefree selves. In becoming their new selves they tell us which Quitline service helped them to successfully give up smoking.

Quitline Chief Executive, Paula Snowden, says: “New Zealand smokers know that smoking causes sickness and death. Eighty percent say they wish they had never started and seventy percent want to quit. The ‘New You’ campaign is inspirational, focussing on the benefits of quitting and the free support available through Quitline. This emphasis is important because the smoker has to know that by quitting they will get something better in return and that there is help available. The more people that can be encouraged and helped to quit, the closer New Zealand is to achieving the Smokefree 2025 goal.”

She continues: “The stars of these advertisements are ordinary people who took action because they wanted to get control back and rid themselves of this addiction.”

The television advertisements, which are available in both English and Māori, were developed by Clemengers BBDO in Wellington. They will be broadcast on all major networks and adapted for online, radio and bus shelter advertisements. Video interviews with the Quitline clients featured in the advertisements are available at: www.quit.org.nz

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