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Supporting you to quit

Partner release

15 Nov 2023
Media Release 3 min read

New Quit campaigns drive motivation to stop smoking and support to quit, as nicotine addiction rise


Quit has launched two important initiatives designed to raise awareness of the tobacco industry’s manipulation of products, and to encourage people with nicotine dependence to access support to quit. The launch comes amidst rising rates of nicotine addiction among young Australians, driven largely by steep increases in vaping. 

Quit Director, Rachael Andersen gave context for the importance of the two campaigns and their need to focus tightly on supporting people who smoke or vape to quit. 

“At Quit, we are deeply concerned by the staggering increase in teen vaping and the rise in dual use of tobacco and e-cigarettes - with increasing numbers of Victorians both vaping and smoking.”

“These new Quit campaigns will educate people about the manipulative tactics used by the tobacco industry to hook them on nicotine. And importantly, the campaigns will help support people who smoke or vape to quit. We want to ensure all Australians see the Big Tobacco industry for what it is – predatory and out to profit from tobacco sales, at the cost of more than 20,000 Australian lives each year,” Andersen added. 

The launch of Quit’s motivational campaign, The Con that Kills (‘the Con’), highlights the deceptive strategies of the tobacco industry, which lures people to start smoking. The industry also makes it more difficult for those wanting to quit smoking to stop through the inclusion of additives such as menthol, which mask the true harshness of the smoke. 

A new iteration of the Con campaign includes the roll-your-own tobacco advertisement. This ad shows that while rollie tobacco might seem ‘fresh’ or appealing, the smoke you inhale is just as toxic and deadly as other cigarette products. And it’s part of Big Tobacco’s con that kills. 

Simultaneously in market is the Beat the Cravings campaign which draws attention to key daily moments when someone who smokes may crave a hit of nicotine – such as when drinking coffee, after dinner, or craving a cigarette when bored. 

VicHealth Manager of Commercial Determinants of Health, Bonnie Matheson, reinforced the dangers of the tobacco industry. 

“Our brains are still developing until the age of 25, so teens and young adults are especially vulnerable to nicotine addiction.  

“These campaigns educate young people about the significant dangers of these products and help avoid another generation becoming hooked on nicotine."

Quit is jointly funded by Cancer Council Victoria, VicHealth, and the Victorian Department of Health. 


FOR MORE INFORMATION about the campaigns including resources and ad content:
•    The Con that Kills    
•    Beat the Cravings

FOR SUPPORT TO STOP SMOKING OR VAPING for yourself or a loved one:
Visit, call Quitline on 13 7848 for confidential, free support from trained Quitline counsellors. Aboriginal Quitline and translation services available. Or speak to your health professional. 

•    Prue Gildea Quit Senior Media Advisor M: 0400 394 274 E: [email protected]

Artwork by Dexx (Gunditjmara/Boon Wurrung) ‘Mobs Coming Together’ 2022
VicHealth acknowledges the Traditional Owners of the land. We pay our respects to all Elders past, present and future.
This website may contain images, names and voices of deceased people.

VicHealth acknowledges the support of the Victorian Government.

Artwork Credit: Dexx (Gunditjmara/Boon Wurrung) ‘Mobs Coming Together’ 2022, acrylic on canvas. Learn more about this artwork.