When we began, Queensland had more smokers aged 18–24 years old than the Australian average. To target this market, we developed nearly a decade of quit campaigns for Queensland Health.

Feeling Good (targeting young women) and MySmoking (for young men and women) both changed the perceptions and behaviours of the target audience by moving them along the stages of change to quit smoking.

Our work was vast – including TVCs, web, radio, outdoor, merchandise and music – and deeply aspirational, creating genuine connection with the audience.

Our research-driven strategy – matched by effective creative – delivered the campaigns’ success. Independent market research for both Feeling Good and MySmoking showed high target market awareness and strong movement toward change. Hundreds of smokers quit, and stayed quit.

Independent post-campaign research for MySmoking, conducted by TNS Australia, showed we performed exceptionally well within a crowded government advertising environment.