More Targeted Approach - 2011-12

More Targeted Approach - 2011 - 2012

The National Tobacco Campaign – More Targeted Approach provides activities and tailored information for Australians including selected culturally and linguistically diverse groups, pregnant women, prisoners, people with mental illness, and socially disadvantaged groups. The campaign aims to contribute to a reduction in the prevalence of adult daily smoking from 15.9 percent currently, to 10 per cent or less by 2018.

Several marketing activities are underway to engage with current smokers to encourage them to make a quit attempt, support current quitters in making their quit attempt and help them reduce their chance of relapse.

Campaign media

The National Tobacco Campaign – More Targeted Approach features in venue, radio, print, outdoor and online advertising.

Culturally and linguistically diverse advertisements

Radio and print advertisements for audiences from culturally and linguistically diverse (CALD) backgrounds are also featured in the campaign. These advertisements were produced specifically for audiences from the following CALD backgrounds:

New January 2012 advertisements



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Male Health Benefits Print advertisements

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Health Benefits Radio advertisements


Pregnancy advertisements

Pregnancy print and online advertisements also feature in this campaign to inform pregnant smokers and women who are considering becoming pregnant of the health risks. Smoking during pregnancy increases the risk of ectopic pregnancy, miscarriage, premature labour, low birth weight and Sudden Infant Death Syndrome (SIDS).

Certification statements


Research reports