Case History Database

Despite the quality of anti tobacco advertising in the last few decades, smoking is still responsible for more deaths in Australia than alcohol and drugs combined. Finding new way in was required. Having discovered that smokers are more fearful of the manner in which they die, rather than death itself, a campaign strategy was created that dramatised the long-term suffering that a smoker and their family endure due to a smoking related illness, compared with the short-term pain of quitting. Approximately 180,000 smokers made a quit attempt as a direct result of seeing the National Tobacco Campaign.

	Author / Senior Strategic Planner		Pieter-Paul von Weiler
	Author / Strategic Planner		Brigitte Bayard
	Author / Insights Manager		James Sheard
	Founding Partner, Executive Creative Director		Andrew Foote
	Senior Art Director		George Freckleton
	Senior Copywriter		Brent Liebenberg
	Group Account Director		Penelope Watson
	Group Account Director		Susan Bird
	Senior Account Manager		Brad Richardson
	Account Executive		Tash Darrigan
	Head Of Positive Outcomes		Sally Tyrell		Haystac
	Account Director		Tanya Warrington		Haystac
	Senior Account Manager		Leah Hannon		Haystac
	Communications Manager		Michelle Van Eerde		UM Sydney
	Senior Account Manager		Erin Tidswell		UM Sydney
	Campaign Manager		Mary-Jana Griffin		ANPHA
	Senior Campaign Officer		Katrina Worsley		ANPHA