October means spring-time. It’s a great time to get outside, enjoy the fresh air and get active. If you’re a smoker, that makes it an excellent time to make the most of the sunshine without your cigarettes.
Blaze partnered with Burston Marsteller PR to develop a #QUIT4OCTOBER awareness initiative. The initiative for the Lung Foundation of Australia captures and celebrates quitting experiences and successes during this month.
It was formulated around the research insight that smokers who go without cigarettes for an entire month are 5 times more likely to quit for good.
The initiative launched with a video created by us, showing smokers placing a cigarette into a drilled hole and making their own pledge to #QUIT4OCTOBER. Slowly, an image is gradually revealed in the perspex installation as an added surprise. The thinking behind this unusual video and activation set at Sydney’s busy Circular Quay was to focus on the positive aspect of quitting. Something which until recently has been sold by using negative imagery and shock tactics. Taking this fun approach saw 440 people pledge to quit on the day and October has only just begun. If you know someone who might be interested or already attempted to quit, give them the extra encouragement they need to make an attempt to quit and send them the link to our #QUIT4OCTOBER video. They’re not alone in trying, and with a few more attempts, they might just beat the cigarettes for good.
For more information, visit quit4october.com.au