Department of Health and Aged Care's latest 'Give Up For Good' work via BMF

11 June 2024

Creative Agency: BMF

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Structured around three streams: youth vaping, tobacco and adult vaping.

The federal government has unveiled new national public health campaigns to help Australians give up vaping and smoking, particularly targeting at-risk groups and young people.

Created by BMF, the integrated campaigns fall under the ‘Give Up For Good’ behaviour change platform and are structured around three streams: youth vaping, tobacco and adult vaping.

They are all aimed at increasing awareness and reinforcing the harms of vaping and smoking and the tools and resources available to help people quit.

“Recent research revealed that people who vape are more likely to take up cigarette smoking, compared to those who have never vaped. And, with access to these products becoming increasingly difficult due to regulatory change, there is an increasing need to support people to quit," BMF group creative director Tom Hoskins said.

"So, addressing the wider issue effectively meant creating nuanced and audience-specific work that talks to the insidious nature of both vaping and smoking. The common thread being that now, with more tools and support available, there’s never been a better time for Australian smokers and vapers to give up for good.”

Forming part of the initiative, the anti-smoking campaign - targeted to all adult Australian smokers - highlights why smoking is one of the most harmful behaviours we can adopt, acknowledging that whilst quitting is hard, the alternative is harder.

The adult anti-vaping campaign reinforces the comprehensive support and tools available to vapers, to help them quit this insidious, all-consuming habit, motivating vapers to take control back from nicotine. Because, while someone may not have chosen nicotine addiction, it’s already chosen them.

The youth anti-vaping campaign aims to re-frame the social norm of vaping asking young Australians to have a moment of self-reflection and ‘join the thousands quitting vapes’. The campaign prompts young Australians to ask themselves, ‘why are we still doing this?’.

A fourth stream of anti-smoking creative to communicate with First Nations people has also been developed by Carbon Creative under the Give Up For Good platform. 


CLIENT: Department of Health and Aged Care



SOUND PRODUCTION: Rumble, Massive Music.


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