Campaign information

The con that kills

‘The Con That Kills’ is a campaign, developed by Quit, designed to raise awareness of how tobacco companies modify tobacco products in ways that make it easier for young people to start smoking and for current smokers to continue using these dangerous products.

During the campaign period 27 October to 7 December 2024, share the campaign assets on your channels and help us reduce smoking rates and save lives.

• Campaign summary
• Key messages
• Target audiences
• Social media assets
• Languages other than English
• Campaign feedback

Campaign summary

Tobacco use remains Australia’s single leading cause of preventable disease and death. Tobacco products are modified in ways that make the toxic smoke feel less harmful. This makes it easier for young people to start smoking and for people who currently smoke to continue using these dangerous products.

‘The Con That Kills’ is a new campaign, developed by Quit, designed to raise awareness of some of these tobacco product manipulations and the harm they cause.

The campaign leads with a 30-second advertisement across television and digital platforms in Victoria. Four cut-down versions will focus on modifications made to filters, masking agents and additives that are added to tobacco.

Key messages

1. Tobacco companies manipulate tobacco products in ways that make the toxic smoke feel less harsh and harmful than it really is. When you don’t feel the true harshness of the smoke, you get fewer immediate cues that the smoke is damaging your airways. It allows you to keep taking in lungfuls of cancer-causing chemicals. This is the con that kills.
2. All tobacco products are toxic. The aerosol from vapes also contains toxic chemicals, metals and particles that cause harm. The best way to escape the con is to quit.

Target audiences

• All people who smoke in Victoria aged 18-64 years.

• Multicultural communities with high smoking rates. ​Three communities in Victoria were selected based on having the largest number of people who smoke:​
  - Lebanese Arabic-speaking people who smoke in Victoria
  - Chinese Mandarin-speaking males who smoke in Victoria
  - Vietnamese-speaking males who smoke in Victoria.

Social media assets

Share our campaign messages with your communities to help us reduce smoking rates and save lives:

1. Promote our campaign content on your social media channels by using the material and sample social media posts provided below
2. Follow us on Facebook, Twitter and LinkedIn and share our posts
3. Remember to tag us on Facebook and Twitter: @quitvic and LinkedIn: @quit-victoria.

Sample social media posts (X-friendly):

Languages other than English

Campaign information is available in:

• Arabic
• Simplified Chinese
• Vietnamese

A Quitline counsellor can speak with people in languages other than English through an interpreter service.

To arrange to speak with a Quitline counsellor in:

• Arabic through an interpreter, please call 03 8583 2905 and follow the instructions.
• Mandarin through an interpreter, please call 03 8583 2903 and follow the instructions.
• Vietnamese through an interpreter, please call 03 8583 2906 and follow the instructions.
• You can also start a chat with Quitline in your language using webchat at quit.org.au, or via WhatsApp+61 385 832 920, Facebook Messenger @quitvic or SMS 0482 090 634.

For all other languages, call Quitline on 13 7848 and tell us you need an interpreter. We will call you back with an interpreter in your language as soon as possible.

Campaign feedback

If you have any feedback or concerns relating to ‘The Con That Kills’ advertisements, please call 03 9514 6834 and leave your name and contact number. We will return your call as soon as possible.