Quit relaunches Sponge’s hard-hitting ad campaign

On May 22, Quit will launch a public education campaign reinforcing the negative impact of smoking on the lungs and highlighting how Quitline (13 7848) can support people everywhere on their journey to quitting smoking. The campaign will run on Victorian TV, radio and digital platforms until July 2, 2022.

In this iconic campaign, a sponge is used as a metaphor for lungs soaking up tar from cigarettes. A pair of hands then wrings out the black, soaked sponge.

Dr Sarah White, director of Quit, said it is well established that strong anti-smoking campaigns motivate and support smokers to seek help to quit and to call the Quitline.

“‘Sponge’ makes smokers think about the immediate negative effect of each cigarette on their lungs and motivates them to quit.”

“Using a sponge to represent the lungs is powerful because it really helps people understand that inhaling smoke or aerosols from e-cigarettes loads the lungs with chemicals,” Dr. White said.

Dr Sandro Demaio, CEO of VicHealth, a major funder of Quit, said public health campaigns like Sponge are key to helping more people across Victoria quit smoking.

“One in ten people in Victoria smoke every day. The sooner a person quits smoking, the sooner they begin to breathe more easily. Within three months, the lungs’ natural cleansing system recovers, clearing out mucus and tar,” Dr. Demaio said.

“This campaign is key to reducing smoking rates, helping more people across Victoria lead healthier, happier and longer lives.”

The campaign also emphasizes that Quitline counselors are trained professionals who can offer personalized, actionable quit advice and strategies. Using the Quit Helpline doubles the chances of a quit attempt being successful.

“We want more people to recognize that Quitline can be their personal support system throughout their quitting journey,” Dr. White added.

“Advisors are there to listen, provide information and help the caller develop their own quit plan. There’s no judgment, just someone who understands.

Quitline helped Amanda reach her goal to quit smoking. She used to smoke 10-12 cigarettes a day before quitting with the help of a Quitline counsellor.

“The helpline’s support and advice really helped me quit. They came up with simple, helpful strategies that were doable, and they broke it down week by week for me,” Amanda said.

“One of my favorite tips was to buy a magazine when I was shopping at the supermarket, because that was often when the urge hit.”

“I’ve been smoke free for over three years and the Quitline counselors have provided me with simple tips to help me get through each day. I’m so much more active and now do 10k races, have completed half marathons and regularly cycle to work,” added Amanda.

The Quitline Difference TV campaign is supported by radio and digital advertising and runs until July 2. It will be paired with the iconic Sponge campaign.

For help to quit smoking, visit quit.org.au/quitisheretohelp.

For more information about the campaign, visit the campaign center.

Information is available in Arabic, Chinese and Vietnamese.

For more quit smoking advice, visit quit.org.au or call the Quitline on 13 7848 between 8am and 8pm Monday to Friday. Quitline is a non-judgmental, culturally inclusive phone service for everyone, including the LGBTIQ+ community. Aboriginal Quitline Counselors are also available. An interpreter service is available for languages ​​other than English.

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