The psychology of quitting is at the centre of a new Quit Victoria campaign designed to give smokers the strategies and tools to help them quit.
Research by Cancer Council Victoria’s Centre for Behavioural Research shows that 82 per cent of Victorian smokers want to quit. The research showed that 81 per cent of smokers had made a previous quit attempt, and 56 per cent had made three or more quit attempts.
Quit Victoria’s new digital campaign, Breaking Habits , aims to empower smokers to succeed in their efforts to quit – and features real-life success stories of Victorians who have kicked the habit for good.
The message is that while quitting smoking can be difficult, every attempt teaches you something new about your addiction and brings you closer to being a non-smoker.
Quit Victoria Director Dr Sarah White said that while graphic television advertisements remained an essential way of motivating smokers to quit and deterring adolescents from starting to smoke, the Breaking Habits campaign was aimed at smokers already contemplating a quit attempt.
“One of our expert Quit specialists, Wendy, steps people through the three aspects of addiction – physical, habitual and emotional – in a series of videos that will feature on the campaign webpage,’’ Dr White said.
“Wendy gives practical tips for overcoming barriers to quitting – from nicotine replacement therapies to knowing your triggers, and retraining your brain with new daily routines.”
Wendy’s expert advice is backed by tips and tricks from smokers who have managed to kick the habit. They include:
- Davina, 32, who became “fed up with smoking” and now goes straight to the gym in the morning instead of reaching for a coffee and cigarette;
- Buster, 58, a smoker for 45 years who learnt more about quitting with each attempt; and
- Janine, 51, who now realises that cigarettes were a cause of her stress and anxiety, rather than a solution.
Dr White said that with the overwhelming majority of smokers wanting to quit, she hoped the new campaign would give smokers the confidence and skills to do so.
“Smokers know that their habit costs them money and their health, and if not addressed is likely to cause severe illness and premature death,” Dr White said.
“We want to make sure everyone has the very best tools and resources to make a fresh start and become a non-smoker.
“People can call the Quitline and speak to a specialist like Wendy to identify and break down their own particular barriers to quitting.”
The Breaking Habits campaign will be supported by digital advertising including on Instagram, Facebook, Gmail, and YouTube.