You can view our past and present advertising campaigns below:
- Crayons - 2014
- The Last Dance - 2013
- Did You Know? - 2013
- The Moment I Knew... - 2013
- Matariki - 2013
- Chad Chambers' Quitting Journey - 2012-2013
- Five Times More Likely - 2012
- The New You - 2012
- Don't Give Up, Quit - 2011
- Pregnancy Campaign - 2009
- Health Warnings - 2008
- Christmas Campaign - 2008
- Text2Quit - 2008
- Video Diaries
- Every Cigarette Is Doing You Damage
The Crayons campaign was developed by Māori Television in August 2014. It targets people in high smoking prevalence populations and aims to encourage quitting by showing the negative impact smoking has on children.
The campaign focuses on children who come from a loving, happy home in which the adults around them smoke. As a result, the children believe smoking is normal. We see them mimicking the adults smoking using crayons as they amusingly pretend to blow out smoke and light their crayons.
Launched in December 2013, this television campaign is adapted from the Quit Victoria Last Dance advertising campaign and shows the harsh reality that faces many long term smokers. The video depicts a very sick man on oxygen who rises from his hospital bed to share a ‘last dance’ with his wife to the song ‘Que Sera, Sera’ as their son watches on. The main message of this campaign is encourage smokers that ‘What will be, doesn't have to be’. By calling Quitline, people who smoke can get help to quit the addiction before it's too late.
Launched on 3 November 2013, our Did You Know? campaign provides information on Quitline and the quitting process and promotes the services and support that Quitline can offer to someone who wants to stop smoking. It features a number of our Quitline Advisors talking about the various aspects of support.
The Smoking Addiction
|Patches, gum and lozenges|
We also have videos available for local Health providers and other stakeholders to use:
Quitline Services montage
Behind the scenes
We also made a number of behind the scenes videos with our featured Advisors:
Launched on 1 July 2013, ‘The moment I knew…’ Campaign features three real people – Sandy, Carl and Josie – who share the moments when they realised they had to quit smoking. The campaign aims to prompt smokers to find their reason to stop smoking and seek help from Quitline. The ads end with a piece to camera by Quitline CEO Paula Snowden, encouraging smokers who know it’s time to quit to contact Quitline. The end frame displays Quitline’s contact details.
The moment I knew...
Quitline featured a special television ad for Matariki 2013 which focused on quitting smoking for tamariki.
During 2012-2013 Quitline featured Chad Chambers (Ngāti Porou), winner of Maori TV's Homai Te Pakipaki, in a series of TV ads on Māori TV. Much like our previous video diaries, the campaign follows Chad's quitting journey as he gets help through Quitline and challenges people to quit smoking with him.
In October 2012 we refreshed our TV advertising to promote the message that you're five times more likely to successfully quit smoking if you use our services.
Advertisements in English
|Lung cancer||Pregnancy||Save your lungs|
Advertisments in Te Reo Māori
Quitline’s advertising campaign the New You showed six of our clients using Quitline services (e.g. one person uses the phone, one the blogs, another QuitStats and another Txt2Quit). As each person uses the Quitline service, we see them leaving their ‘old self’ behind and transforming into their new happy smokefree self. There are both English and Maori versions of the advertisements. Messages in the core advertisements will be reinforced by a series of 15 second advertisements.
During the taping of these ads, the clients were interviewed for their story about how and why they used to smoke. To view these interviews, visit our Quit Smoking Stories page.
Phone (Te Reo Māori)
Online (Te Reo Māori)
View our behind-the-scenes interviews with the people in these ads by visiting the our Quit Smoking Stories page.
Fifteen Second Advertisements about our different online tools
|Phone and online|
Reuse our services
The 'Don't Give up, Quit.' Campaign was launched in January 2011 coinciding with both the New Year and the January tax increase on tobacco products. The campaign reinforces the fact that in 2010, 11,000 New Zealanders successfully quit smoking with help from the Quitline. The message to all smokers is that every hour a kiwi successfully quits smoking. The ads encourage everyone to make this their hour and get in touch - It's the very best way to turn that New Year's resolution into a reality.
|Make it your hour (20 sec)||I've got a patch||Make it your hour (30 sec)|
The Pregnancy campaign advertisement was created for winter 2009, and features real Quitline advisors. The ad highlights the dangers of smoking while pregnant.
The Health Warnings campaign began in June 2008, timed to coincide with the Ministry of Health's roll-out of graphic pack warnings on cigarette packets.
The first series of ads showed the impact of a lifetime of smoking on Adrian Pilkington, who was diagnosed with oral cancer - cancer of the mouth, nose or throat- and has had his tongue removed. He now speaks through a 'trachy' device and cannot eat normally.
|Introducing Adrian||Adrian's Lunch||Adrian's Mask|
|Photo album||Regrets||Adrian's sister|
Sadly, Adrian passed away in September 2009. On the 5th anniversary of his death we shared the following tribute on Facebook, in the hopes that Adrian's story would continue to inspire other smokers to quit.
The second series of adverts, shown between April and June 2009, featured former smoker Keith, who suffers from emphysema. Fighting for every breath, Keith says that smoking has literally 'sucked the life' out of him.
|Walking 1||Oxygen 1||Walking 2|
The Christmas campaign advertisements were created for the 08/09 Christmas and New Year Period. They feature real Quitline Advisors encouraging smokers to call Quitline over the holiday period.
|Christmas||New Year||Call Quitline|
The Txt2Quit campaign went online on 17th June 2008.
Advertisements for Txt2Quit feature on the Smoking Not Our Future campaign created by Auahi Kore / Smokefree and include our Txt2Quit end-frame.
Video Diaries follows smokers as they make their quit attempt. These documentary style commercials feature real smokers and are unscripted.
Every series of Video Diaries is different because no quit attempt is ever the same. The raw emotions and struggle of quitting is evident with each quitter and the commercials also show the strategies each smoker uses to quit.
|Angela quits smoking||Joe quits smoking||Roseanne and Ieremia quit smoking|
|Karen and Sean||Tash quits smoking||Stu quits smoking|
The TV campaign Every cigarette is doing you damage highlights the health effects of smoking and advertises the Quitline number. It is a ‘threat-appeal’ campaign, adapted from the National Australian Tobacco Campaign.
The seven commercials - lung, brain, aorta, tumour, lung/tar, heart attack and eye - pull no punches about the devastating effects smoking has on the body. There are images of fatty aortas, rotting lungs, tumours, blind eyes and a blood-clotted brain.
The heart attack ad features a Samoan smoker and is aimed at encouraging Pacific peoples to quit smoking.