OUTCOMES

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----   The campaign immediately tripled call rates to the Quitline - the key behaviour the brief sought   ----

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----   According to the Cancer Council: “N​ot only did Last Dance draw strong recall from those surveyed   ----

the ad also scored highly on a number of key emotions which are shown to be quitting predictors.“

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----   The ad attracted multiple millions of dollars of additional government funding for the campaign. ​$1m in Victoria alone   ​----

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----   The campaign was quickly taken up by almost every state anti-smoking body in Australia   ----

 

----   The ad has now been aired by public health organisations  around the world, including the USA and the UK    ----