Quit creates positive campaign

Quit has launched its first positive anti-smoking campaign in almost two decades, urging smokers to Never give up giving up.

In a new approach not seen in Australia before, the campaign recognises the difficulties facing quitting smokers and is designed to build smokers' confidence to quit for good rather than focus on the negative effects of smoking.

It comes as new research from Cancer Council Victoria reveals how much smokers do want to stop smoking. Eight out of ten Victorian smokers have tried to quit at least once, while more than half of Victorian smokers have tried to quit multiple times.

Quit Executive Director Fiona Sharkie said the figures showed most smokers want to stop smoking, but often lack the confidence and resolve to do so successfully.

"Many smokers don't realise it can take multiple times to give up smoking for good, so during that quitting cycle they can start to feel beaten and helpless."

The television commercial follows a smoker caught up in the cycle of quitting and relapsing. At first he quits for three days, then six weeks, and then one year. At the ad's conclusion we see him successfully smoke free for three years.

Quit's new marketing program is made possible by new funding of $8.5 million from the Victorian Government and $1.5 million from VicHealth between 2009 and 2012.

Half of all long-term smokers will die because of their smoking with 15,000 Australians and almost 4,000 Victorians dying from smoking every year.

Smokers who quit at age 50 halve their risk of death caused by smoking, while quitting by age 30 avoids almost all of the excess risk associated with smoking.

Quit Victoria is a joint initiative of the Department of Health, VicHealth, Cancer Council Victoria and the Heart Foundation.

View the new campaign

In addition to the television commercial, the campaign also features radio and internet advertising, a campaign website as well as social media tools to support smokers while they are quitting and help them stay quit.

Smokers wanting to quit can also get more information from the Quit website and by calling the Quitline on 13 QUIT (7848).