Beat the cravings

Campaign overview

 ‘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 (iCanQuit.com.au 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:

Increase:

  • Quitting intentions
  • Quitting attempts