Mass media campaigns
TXT2QUIT CAMPAIGN
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. This can be viewed below.
www.notourfuture.co.nz
TXT2QUIT CAMPAIGN | Description |
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HEALTH WARNINGS
The Health Warnings campaign began in June 2008 with a series of advertisements highlighting the impact of a lifetime of smoking on Adrian Pilkington.
Adrian's story is hard hitting and compliments the Ministry of Health's roll-out of graphical pack warnings. Adrian's story is the first in a series of Health Warnings advertisements timed to coincide with the release of new graphical pack warnings.
Health Warnings TV ad series | Description |
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VIDEO DIARIES
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.
Video Diaries TV ad series | Description |
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Roseanne and Ieremia quit smoking |
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Tash quits smoking |
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Stu quits smoking |
EVERY CIGARETTE IS DOING YOU DAMAGE
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.
Every cigarette is doing you damage TV ads | Description |
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IT’S ABOUT WHĀNAU
The It’s about whānau campaign features a number of Māori ex-smokers who represent diverse iwi, age groups and socio-economic backgrounds. They share their personal stories about quitting smoking, which highlight the effects of smoking on family.
The stories were gathered using an interviewing style and were unscripted. The commercials were developed and filmed in New Zealand by a Māori film company. The commercials are less confrontational than the Every cigarette commercials and deliver an empowering message aimed at increasing a smoker's confidence in being able to quit.
It's about Whanau TV ad | Description |
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SECOND-HAND SMOKE
The second-hand smoke campaign co-ordinated by the Health Sponsorship Council and The Quit Group aims to highlight the dangers of second-hand smoke, and promote the benefits of smokefree settings such as homes, cars and workplaces. The campaign has been running on TV, radio and in magazines. To find out more about the campaign, visit the second-hand smoke website www.secondhandsmoke.org.nz.
