Every 6 Seconds

Posted by IAB Australia On August 12, 2014 Media Releases


The ideal insight presented itself, in a simple, hard-hitting fact issued by the World Health Organisation: one person dies every 6 seconds due to tobacco. One person dies every six seconds due to tobacco. Vine, with its 6 second looping videos, was the perfect medium for this simple, hard-hitting fact. Three Vines were made, one for each major smoker demographic. Each a chilling demonstration of how often – and how many – smoking kills.

World No Tobacco Day was a great media opportunity.

The Vine page has attracted 142K Likes, 73K Revines, 11.3K followers, and 19K Tweet mentions.

The campaign also landed $423,661 of Earned Media.

But most importantly, QUIT were reaching a larger audience than ever.

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.