Quit launches new campaign ‘The Hanky’ to empower multicultural communities with higher smoking rates to quit

Quit today launches an in-language campaign, The Hanky, to motivate quitting amongst Victorian multicultural communities with high smoking rates. This first-of-its-kind campaign focuses on Vietnamese, Mandarin and Arabic-speaking people and communities.  

The Victorian Population Health Survey 2020 showed high smoking rates amongst this campaign’s target groups: Arabic-speaking men 32.9%, Arabic-speaking women 16.6%, Mandarin-speaking men 19.7% and Vietnamese-speaking men 35.1%; in stark contrast to 9.7 %¹ current smoking prevalence across the wider Victorian population.  

While smoking rates are a key consideration in determining the focus languages, population size, population age, English proficiency and cultural and religious beliefs are also factors.    

Quit Director, Rachael Andersen, said it was vital Quit continues to strengthen its equity approach to tackling smoking. 

“Quit is deeply committed to supporting multicultural communities and ensuring that we see smoking rates decline across priority population groups.  Success isn’t as simple as falling smoking rates across the population overall.  This is why we’ve put significant effort and resources into this new campaign.”  

Acknowledging the support of Quit’s community partners, Andersen added, “We’re especially grateful to our community and health promotion partners supporting our work to get The Hanky campaign out into the communities where it’s most needed, to prevent ill health and potentially save lives.” 

The Hanky campaign focuses on respiratory harms, aiming to demonstrate the links between short-term signs and long-term impacts caused by smoking. It shows blood and mucus caused by lung damage coughed up on to a handkerchief. It is visually shocking, designed to hold the audience’s attention 

The Hanky campaign has been produced in-language comprising a suite of posters, social media assets and videos.  

Thanh Truong is a proud Vietnamese man, passionate about tackling the high smoking rates amongst his community.  

“Quitting is hard but my main motivation for wanting to quit is health. I’ve been smoking for 20 years. And for the sake of my wellbeing and others, I want to say to my community “Your health is in your hands, so take action now and quit smoking” or Vì sức khỏe của bạn, hãy dừng hút thuốc ngay.” 

Dr Sandro Demaio, CEO of VicHealth said this campaign will be a valuable resource for multicultural communities. 

"VicHealth is proud to support the ‘The Hanky’ campaign, providing in-language information to communities with high smoking rates in Victoria. Smoking is highly addictive and harmful so having this available is incredibly important for people looking to overcome their nicotine addiction," Dr Demaio said. 

The Hanky runs until 16 November 2024 across targeted television, radio, online and print outlets.  

For support to stop smoking or vaping, connect with Quitline. You can 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. 

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

^[1] Tobacco in Australia: Facts and issues. Melbourne: Cancer Council Victoria; 2024. Available from:  https://www.tobaccoinaustralia.org.au/chapter-1-prevalence/1-13-smoking-states-territories