Crayons

Did you know that your children are seven times more likely to smoke if you do?

Crayons Phase One was one of Quitline’s most successful advertising campaigns ever, leading to a 30% increase in Quit Attempts in the months after the first ads in the series went to air. In March 2015, two new television advertisements (Phase Two) were developed. The first ad, ‘Disrespect’ shows the moment when the parents realise that their kids are smoking because they want to be like them.

   
Disrespect (30 sec) Disrespect (15 sec)  

 

  
Social (30 sec) Social (15 sec)  

Our 2014 campaign, called Crayons, shows how children copy their parents and can become smokers at a young age. While the ads feature kids engaging in play-acting and other everyday activities, the focus of the campaign is on the power of the parents' actions. The message is to quit before your kids start.

  
Crayons (30 sec) Crayons (60 sec) Little Miss (15 sec)
     
  
Just give me a minute (30 sec) Whatever (15 sec) Online ad
     

For more information about the campaign you can view the campaign background information or market research supporting the campaign. You can also find additional research on children's interpretation of the ads here.

Get in touch and we'll talk about a quit smoking plan that works for you.
Quitline is one of many quitting cessation services dedicated to working with you to break the smoking addiction. With Quitline you have access to:

  • free advice from trained Advisors (many of whom are ex-smokers) - call us on 0800 778 778 and tell us how we can help you
  • an online blog community with thousands of kiwis who have quit or are quitting
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