Quitline launches second phase in successful quit-smoking campaign via Screentime

Creative Toni Urlich has once again joined forces with Quitline to create two new hard-hitting quit smoking TVCs via Screentime.

Previously at Māori Television, now head of new media at Screentime, Urlich developed the creative to follow on from the hugely successful Crayons campaign released in August 2014.

VIEW THE SPOT

The original campaign has been one of Quitline’s most successful ever, leading to a 29.1% increase in demand for the Quitline service.

Phase two of the campaign revisits the same whānau but extends the focus to the wider community. It brings in a stronger Pacific presence as well as showcases some of the benefits of quitting.

Says Philly de Lacey, Screentime CEO: “It’s a great coup to have Toni and her team join forces with the wonderful talents we have at Screentime. The Crayons campaign showcases Toni’s skills in creating messages that meet the clients’ needs and reach their target audiences.

“We are delighted to be working with great organisations like Quitline, to offer them cost effective creative solutions, which fit their marketing needs.”

Building on the theme of role-modelling, the advertisements focus on children who come from a loving, happy home in which the adults around them smoke. As a result, the children believe smoking is normal. While the tone of the advertisements is light, the message is hard hitting and was shown to trigger feelings of guilt among viewers, which in turn translated to an increased desire to quit smoking.

Says Paula Snowden, chief executive, Quitline: “We are so pleased at how successful the advertisements have been. We know that we need hard hitting campaigns like this one if we are to reduce smoking rates and achieve the Government’s goal of Smokefree Aotearoa 2025.”

The first spot, ‘Disrespect’ has now been released. The second spot ‘Social’ will be released mid-April.

Quitline – Client

Martyn Williamson – DOP