Beat the cravings

Campaign overview

Jump to: 'New Year, New You' Campaign

‘Beat the Cravings’ takes every hour of the day and aligns it to a commonly experienced craving trigger moment.

The concept then shows that our services (iCanQuit and Quitline) are here to help you get through that craving moment.

With a supportive and empathetic tone the campaign increases the achievability of quitting by doing three things:

  1. Breaking quitting down into small, achievable chunks ––‘just focus on the here and now, get through one craving at a time’
  2. Increasing awareness that there are multiple smoking cessation support services available to help get through each craving ( and Quitline).
  3. Provides actionable tactics that can be implemented to help overcome cravings as they arise, such as using nicotine replacement therapy or going for a walk.
Beat the cravings: 8AM - Going to work
Beat the cravings: 3PM - On my break
Beat the cravings: 5PM - Heading home

Campaign audience

All adults who smoke in NSW. Estimated to be approximately 880,000 people (2020).

Priority populations: 

  • Aboriginal people aged 18+ who smoke.
  • Culturally and Linguistically Diverse (CALD) people aged 18+ who smoke. Specifically, Hindi-, Arabic-, Cantonese-, Mandarin-, and Vietnamese- speaking people who smoke.
  • People in regional and rural areas aged 18+ who smoke


Campaign objectives

Impact objective:

Contribute to a decrease in daily smoking prevalence.

Outcome objectives:


  • Quitting intentions
  • Quitting attempts

Campaign overview - 'New Year, New You'

We know through research and social listening insights that the New Year is a peak quitting period for people who smoke, with people having a mindset of making personal commitments or goals.

To leverage this heightened relevancy, the Cancer Institute NSW is planning a tactical campaign push to encourage people to quit smoking.

New Year, New You

Campaign assets

The ‘New Year, New You’ campaign aims to support adults 18+ who smoke to keep their new year resolution to quit smoking, driving them to the support services. We welcome everybody’s help in promoting the campaign and messages – if you are interested, please share the assets below or reach out to the team.

Download 'New Year, New You' campaign toolkit flyer (PDF)


Social media videos

Examples of social media video tiles to download

YouTube video

YouTube screenshot