Case Study: Queensland Health drives smoking quit motivation among young women with MediaCom’s "Your Future is Not Pretty" campaign

Your Future is Not Pretty

The customer, Queensland Health, faced the challenge of discouraging young women from smoking, as they were highly skeptical of traditional health warnings and perceived the habit as being 'cool'. The vendor, MediaCom, addressed this by leveraging the target audience's acute concern for their physical appearance.

MediaCom created a campaign titled 'Your Future is Not Pretty,' which involved setting up mock beauty bars in shopping centers to give young women a 'make-under.' This involved using special effects to visually demonstrate the unattractive future physical effects of smoking. The campaign successfully initiated 118 make-unders and 752 on-site conversations, while the accompanying PR reached 14.1 million people with coverage across all major Australian media outlets.

Queensland Health

Queensland Health