Summary

The National Tobacco Campaign of 2011 has shown to be highly effective due to the use of multi-pronged approaches to engage with the target audiences, the use of a targeted media strategy, and contrasting campaigns that appealed to a wide range of audiences.
The National Tobacco Campaign used a well developed integreated marketing program that included a range of different advertising placement including:

• print advertisements 
• radio advertisments
• outdoor billboards
• bus and tram sides
• printed resources with quitting tips
• a campaign website www.quitnow.info.au (where all campaign electronic and printadvertising materials can be downloaded).

The tailored media stratergy included a range of purposful advertisments that reached specific different target audiences. The National Tobacco Campaign also extended specific media activity to target rural areas and lower SES areas to convey their message. These specific tailored advertisments proved to be highly effective in conveying the anti smoking message to different audience groups  including differenet age groups. This wide range of distribution channels allowed more audiences to be reached, more directly and effectively than traditional media.    
The use of contrasting appeals in the campaigns also contributed to the overall success. All campaigns featured cigarettes appearing in negative light, as well as issues that have proved relevant to adult smokers such as overcoming addiction, family impacts (evident in “Luke”) and withdrawal, and those relevant to younger non-smokers such as identity and social acceptance. In the July 2011 survey, results showed that both adults and youth responded more strongly to “Health Benefits”, that displayed the long term health benefits that appear once quitting smoking. The positive tone of "Health Benefits", compared to the neagative tone of "Luke" and "Cough", provided a strong contrast that caught the attention of audiences. Audiences identified with "Health Benefits" more and this may be dirrectly linked to the contrast of the advertisement compared to the other campaigns. "Heath Benefits" was a refreshing change to the nagative and often solemn messages conveyed in the other advertisments. 

Overall, the campaigns achieved high public awareness and improved smoker education, and also served to equip doctors and other health professionals against smoking. The survey proved that the tactics used by the National Tobacco Campaign where highly effective in  achieving their objectives.

Tobacco in Australia: Facts and Issues. Third Edition. Viewed 16th November 2011. http://www.tobaccoinaustralia.org.au/downloads/chapters/Ch14_Socialmarketing.pdf