An innovative digital-based solution for the Australian Federal Government’s Department of Health and Ageing to help bring about attitudinal and behavioural change around the issue of quitting smoking. This was a difficult-to-reach target audience of pregnant smokers from socially disadvantaged, indigenous or culturally and linguistically diverse backgrounds. The resulting digital App was supported by TV, print, direct mail and parent’s room posters.
This entertaining and educational App provided our users, expectant mothers from lower-socio economic groups trying to give up smoking, with a range of activities, games, tips and helpful info, designed to take their mind off their smoking cravings when the urge to smoke hit the most. All delivered in an engaging, simple, easy-to-understand manner.