Campaign concept

STOP SMOKING NOW puts a spotlight on young adult smoking behaviours, especially the turning point from experimental to regular smoking.

The campaign highlights the health and social impacts of smoking. The challenge to young adults is to understand that ‘Social smoking leads to regular smoking, Stop before you start.’

The aims are to increase the audience’s resistance to tobacco – including offers of cigarettes in social settings, help them understand the nature of tobacco and its harms, and increase the prevalence of pro-smokefree and anti-tobacco attitudes.


This campaign communicates with young adults 17 to 20 years old who are at risk of taking up smoking because of social and environmental influences such as peer pressures and alcohol consumption. At-risk smokers are those that are not daily smokers but may be experimenting with (social) smoking and risk becoming established smokers.