Australia is taking a significant step forward in its public health initiatives with the launch of the ‘Give Up For Good’ campaign, aimed at helping citizens quit smoking and vaping. This $63.4 million campaign features a multifaceted approach, targeting different demographics through innovative and engaging advertising methods. The campaign marks several firsts for the Australian Government, including the use of TikTok for public health messaging and the launch of a nationwide effort to raise awareness about the dangers of vaping.
The ‘Give Up For Good’ campaign is structured around four distinct advertising streams, each designed to resonate with a specific audience. Young people who vape are targeted with the message, ‘Why Are We Still Doing This?’, while adults who vape are confronted with the question, ‘Vaping. Are You Really Choosing Anymore?’. Adults who smoke are encouraged to ‘Choose Your Hard’, and First Nations adults who smoke are motivated to ‘Keep At Quitting’. These tailored messages are expected to raise awareness about the health risks associated with smoking and vaping, prompting individuals to seek support and quit for good.
The scope of the campaign is extensive, with advertisements set to appear across various platforms including television, digital video and audio, social media, gaming, radio, cinema, and out-of-home channels such as billboards, shopping centres, and bus shelters. This comprehensive media presence ensures that the campaign’s messages reach a wide audience, maximising its impact. The campaign will run until December 2024, forming part of a long-term investment in public health, with additional phases planned for the future.
An integral component of the campaign is the newly expanded quit support services. These services are designed to offer consistent and accessible help to Australians looking to overcome nicotine addiction. The initiative includes the development of an online cessation hub available at quit.org.au, the redevelopment of the My QuitBuddy app with enhanced features, and funding to expand and ensure equitable access to Quitline services across the nation. Additionally, dedicated resources have been created to support parents and carers, and updated clinical guidance is now available for health practitioners.
This initiative comes in response to concerning statistics. In 2022, approximately 3.3 million Australians reported vaping and/or smoking, with higher rates observed among young Australians, First Nations people, those in low socioeconomic areas, rural and remote regions, LGBTQIA+ communities, and some multicultural groups. The campaign seeks to address these disparities by providing targeted support and resources to those most affected.
The Hon Mark Butler MP, Minister for Health and Aged Care, highlighted the addictive nature of nicotine and the importance of quitting. “Nicotine is highly addictive and before you know it, what starts as an occasional thing becomes something much more serious. But it’s never too late to quit. If you are worried about the hold that nicotine has over you, remember that help is there,” he said.
This campaign represents a bold and necessary step in tackling nicotine addiction in Australia. By combining innovative advertising with robust support services, the ‘Give Up For Good’ campaign aims to empower Australians to make healthier choices and quit smoking and vaping for good.
The campaign materials and support resources have been developed in multiple languages, including Arabic, Simplified Chinese, Traditional Chinese, Korean, and Vietnamese. These can be downloaded from the campaign’s official website. Resources specifically aimed at youth vaping are also available in Greek and Thai, ensuring that diverse communities have access to the information and support they need.
For those seeking support to stop smoking and vaping, several resources are available. The Quitline can be reached at 13 7848, providing personalised support and connections to interpreters via TIS National if needed. The My QuitBuddy app offers a range of features to assist with quitting, and the online cessation hub at quit.org.au serves as a comprehensive resource for those looking to quit.
For more information on the national campaigns, visit the official website.
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