Smoking remains the leading cause of preventable death in Australia, with nearly 2 million daily smokers and 20,500 deaths in 2018. Meanwhile, vaping has surged, with nearly 1 in 5 young adults using e-cigarettes, often unaware of the risks.

With traditional anti-smoking messages losing relevance and vaping seen as a ‘healthier’ alternative, the ‘Give Up For Good’ platform redefined quitting as empowerment. The campaign tackled Smoking, Adult Vaping, and Youth Vaping with tailored messages, driving significant behaviour change.

It increased quit attempts, shifted perceptions of vaping’s dangers, and helped curb smoking-to-vaping switching—delivering real impact in the fight against nicotine addiction.