South Australia Government Launches Animated Spot to Encourage Aussies to Give Up the Smokes

    It's a refreshingly positive spin on the anti-tobacco front.

    By Asia Ad Junkie - Apr 12, 2021
    South Australia Government Launches Animated Spot to Encourage Aussies to Give Up the Smokes

    As part of a new campaign to encourage smokers to give quitting a go, the South Australian Government has designated May 2021 as a quitting month and in turn, launched the animated spot ‘Quit Your Way in May’ in collaboration with Showpony Adelaide.

    The 30-second musical spot suggests helpful alternatives when smokers feel the urge to light up. Give yoga a go, eat a pickle, take some notes, do whatever you need to do, just don’t smoke. It’s simple, helpful, and hopefully effective. It’s also an interesting spot as it gives a positive take on quitting without falling into the all too familiar doom and gloom tactics. It’s bright, cheery, and in no way negative.

    “Quitting smoking is hard, but smokers learn something new from every attempt. We wanted to create an opportunity for people to try quitting as part of a supportive, communal event,” Kirsty Mudge, senior project officer, Drug and Alcohol Services South Australia.

    The team worked with illustrator Timba Smits, who has collaborated with some of the biggest brands in the world, including Apple, AirBnB, Canon and Disney.

    “Working with Timba was a delight. From the moment we pitched the idea to him he was excited about the possibilities. His illustrations really captured the positive, inclusive spirit we were trying to bring to life,” Chris Kim, senior art director, Showpony Adelaide.

    The campaign has launched across, TV, digital, social, press and radio, with the event running throughout May.

    “Inspired by some of the great public health campaigns of the past, like ‘Life. Be in it’ and ‘Slip. Slop. Slap.’, ‘Quit Your Way in May’ is positive, inclusive and light-hearted, empowering quitters by instilling them with confidence,” added Rory Kennett-Lister, creative director, Showpony Adelaide.

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