Cancer Council Victoria and Think HQ launch multi-language, anti-smoking campaign
Quit – a program by Cancer Council Victoria – has teamed up with Think HQ to deliver a multi-language campaign that communicates the dangers of smoking.
‘The Hanky’ campaign targets three demographics that boast “higher smoking rates than the average Victorian population”, with the platform’s materials all translated for Vietnamese, Arabic and Mandarin speakers.
The three aforementioned audiences are found to engage in smoking within work and social settings, even if they are not heavy or frequent smokers. Despite this, the campaign’s message was designed to stress that cigarettes and smoking are dangerous at all times.
Leveraging research that uncovered the need “for hard-hitting advertising” within multicultural communities, the overall campaign emphasises the relationship “between short-term signs and progression t the long-term impacts caused by the effects of smoking”. At the same time, its imagery reinforces smoking’s ongoing effect on peoples’ respiratory health.
“We’re deeply committed to supporting multicultural communities and ensuring that we see smoking rates decline across priority population groups. It’s been meaningful to see this important campaign come to life. We hope it will motivate more Arabic, Vietnamese and Chinese speaking people to start their quitting journey,” said Cancer Council Victoria’s head of media and communications, Kelly Dienaar.
“The Quit campaign delivers critical health messages where they are needed, built on a powerful concept and communicated in the language of each target group,” head of CultureVerse, Jessica Billimoria, said.
“We are proud to have delivered Quit’s bespoke campaign to motivate multicultural communities to change their smoking behaviours.”
‘The Hanky’ campaign is playing on print, radio and digital, comprised of two 30-second films, two 15-second films, website copy, social materials, posters and a 30-second audio bite. Two webinars have also been locked in as campaign materials.
Running for six weeks, the platform was released on October 7 and will play in market until November 16.
Credits
Client: Cancer Council Victoria
Kelly Dienaar – Head of Media and Communications, Prevention
Maddy Leigh – Marketing Manager, Prevention
Layne Richardson – Marketing & Communications Advisor, Prevention
Dr Eve Mitsopoulos – Research and Evaluation Manager, Quit
Think HQ
Jen Sharpe– Founder and Managing Director
Andy Lima – Chief Creative Officer
Lisa Gumbleton– Group Head of Creative Strategy and Client Service
Rob Barnett – Executive Creative Director
Sam McCarron – Associate Creative Director
Max Bengtsson – Senior Copywriter
Nadia Ladson – Account Director
CultureVerse
Jessica Billimoria – Head of CultureVerse
Elise Erwin – Group Account Director
Rebecca Song – Account Manage
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