Higher smoking and vaping in LGBTIQA+ communities prompts refreshed campaign to empower quitting

‘Quit with Pride’, a social marketing campaign to prompt people in the LGBTIQA+ community to find their why for quitting smoking or vaping, launches today. The campaign will run until May 17 across Victorian radio, podcast, out of home posters, digital channels and throughout community and outdoor settings.  

‘Quit with Pride’ aims to empower LGBTIQA+ Victorians to find their personal reason for quitting – because everyone’s journey is as unique as them.  The campaign is borne out of data showing LGBTIQA+ people face disproportionately higher rates of smoking and vaping compared to their heterosexual counterparts.   

The 2022 Victorian Smoking and Health Survey shows 12.2% Victorians who identify as LGBTIQA+ currently vape, compared to 5.8% heterosexual Victorians¹. While 21.7% of Victorians who identify as LGBTIQA+ currently smoke, compared to 14.4% heterosexual Victorians².  

To help launch ‘Quit with Pride’ we sat down with community advocates Matilda Mercury and Thomas Jaspers to record a new video, also going live today. Their thoughtful responses showcase the personal journeys of the community, and underscore the significance of accessible, supportive cessation services tailored to LGBTIQA+ people.  

Rachael Andersen, Quit Director, said the organisation is committed to helping address health inequities when it comes to smoking and vaping. 

“At Quit we’re determined to provide appropriate, inclusive and non-judgemental support and encouragement for LGBTIQA+ people to quit. And it’s vital our campaigns resonate with this community. We’re so grateful to have advocates like Thomas Jaspers and Matilda Mercury on board to help us promote their important message to ‘Quit with Pride’” said Ms Andersen. 

Matilda Mercury, who also featured in campaign imagery, said smoking was somewhat normalised in her family.  

“For me, it was my Dad who introduced me to smoking at just 16. About 8 years of smoking later at 24 years old, I was lying on my bed, gossiping over the phone and I remember having to GASP for breath every 10-20 seconds. It hit me then. This couldn’t be normal for my age. So I quit,” said Ms Mercury 

“If I can do it, so can anyone. I think most people have a certain moment that acts as a turning point. Whatever your motivation, it’ll be one of the best things you ever do,” she added.  

‘Quit with Pride’ aims to improve mental, physical, and financial health by raising awareness of smoking and vaping harms, promoting evidence-based cessation services like Quitline, and ensuring Quitline is promoted as a safe and inclusive resource for the community. 

Professor Anna Peeters AM, VicHealth CEO, said the organisation was proud to play a role in empowering people through campaigns which drive behaviour change.  

"Smoking is highly addictive and we know it kills 66 Australians a day. That’s simply too many lives lost. VicHealth is pleased to partner on the ‘Quit with Pride’ campaign, which is vital to ensure equitable health outcomes for all Victorians looking to overcome nicotine addiction," Professor Peeters concluded. 

Find out more about the campaign visit www.quit.org.au/quitwithpride  

Ends

Media Contact 
Prue Gildea Quit Media Manager M: 0400 394 274 E: prue.gildea@cancervic.org.au  

For non-judgemental support to stop smoking or vaping, connect with Quitline. Message us on WhatsApp or Facebook Messenger @QuitVic, live chat through quit.org.au or request a call back at a time that suits you. From Mon – Fri 8am to 8pm qualified Quitline counsellors are ready to support you on your quitting journey. To find out more about the campaign visit: quit.org.au/quitwithpride