Social marketing to tackle smoking

Photo of a woman with her baby. She is holding a chalkboard on which she has written "I am on my quitting journey #Kooriquitline
Social marketing
Client:
Cancer Institute NSW
Overview

In partnership with Indigenous-owned creative agency, Gilimbaa, we work with the Cancer Institute of NSW (CINSW) to design and implement a social marketing strategy to reach Aboriginal people across NSW via Facebook, to raise awareness of the Quitline and influence their behaviours to quit smoking.

Services
Create.

The NSW Quitline includes an Aboriginal-specific service, providing individually tailored and culturally sensitive advice for Aboriginal callers (see Appendix a). The NSW Aboriginal Quitline offers a free call back service, resources, support for family and friends, and information for health professionals. Consumers can directly call the NSW Quitline and NSW Aboriginal Quitline services, or register for a call via the iCanQuit website.

However, the service was under utilised and research suggested that general audience quit smoking campaigns had limited impact on Aboriginal audiences. There was an opportunity to develop a community driven social marketing campaign, delivered through Facebook using user generated content to engage the target audience in the NSW Quitline and non-smoking behaviours.

"
I see the Quitline posts on Facebook, they are a prompt. They turn up on my feed and remind me. I find it encouraging, when I start on the quit path, I’ve got support
Koori Quitline user