Quit Victoria has launched a ground-breaking new
campaign to assist smokers to recognise and effectively respond to, the
impulse to smoke.
a new frontier for anti-smoking campaigns – being Quit Victoria’s first
ever animated anti-smoking campaign about how to quit for good.
The campaign encourages smokers to think about their
particular smoking triggers and how developing a better understanding of
these influences could be the key to staying quit.
New Cancer Council Victoria data found:
- Women were more likely than men to identify stress (83% vs 74%) and phone calls (30% vs 18%) as a smoking trigger;
- Men are significantly more likely than women to report that work breaks triggered their smoking (66% vs 52%);
- Smokers planning to quit in the next month (87%) were significantly
more likely to identify stress as a trigger compared to smokers not
planning to quit in the next month (77%); and
- Smokers who had made 2-3 (79%) or more than four (79%) quit attempts
were also significantly more likely to state that parties or nights out
triggered smoking compared to smokers who had made no previous quit
Quit Victoria Acting Director, Craig Sinclair, said
many smokers struggled to stay quit in the face of common triggers like
stress or socialising with friends.
“Research has shown that most smokers don’t want to
smoke but lack the confidence, self-awareness and skills to quit
successfully,” Mr Sinclair said.
“We know a significant majority (84%) of Victorian
smokers have tried to quit at least once, while over half (52.7%) have
tried to quit multiple times.1
“We hope this campaign will encourage smokers who
might have made several unsuccessful quit attempts to consider preparing
next time around by thinking about their smoking triggers and
strategies for avoiding or better dealing with them.”
Cancer Council Victoria CEO, Todd Harper, said the Triggers campaign highlights the challenges involved in quitting smoking.
“A smoker will try to quit eight times on average
before finally succeeding, so this campaign recognises that relapse is a
serious issue for smokers,” Mr Harper said.
“We hope Triggers will inspire smokers to
think about quitting in a different way. Our advice to smokers is to
think about your past quit attempts and the triggers that may have
tripped you up.
“Was it stress, socialising on a night out or having
coffee with friends? Before you try again, take a moment to think about
what you could do to avoid smoking in these types of situations.”
Mr Sinclair said while the campaign marks a different
approach for Quit, it does not signal the end of graphic or negative
"Research has shown that graphic and negative emotion
ads have been influential in driving down smoking rates and they will
continue to feature in future campaigns,” he said.
“However, we also know that smokers need to be
supported and positively encouraged in their efforts to quit. This
campaign does just that.”
Top smoking triggers – male and female
(% of current smokers and recent quitters who identified the below as triggers)
- Being around friends who smoke (80%)
- Stress (78%)
- Parties/nights out (76%)
- After eating a meal (69%)
- Work breaks (60%)
- Coffee (45%)
- Driving (41%)
- Telephone calls (23%)
About the research:
This data was collected as part of the 2014 Victorian Social
Marketing Tracking Survey conducted by the Behavioural Science Division
at Cancer Council Victoria.
1. Quitting intentions and behaviours 1999 – 2012, Centre for Behavioural Research in Cancer – Meghan Zacher; Sarah Durkin, p.6