Department of Health and Aged Care Give Up For Good 2026

About

The Department of Health and Aged Care’s Give Up For Good campaign focuses on the personal realities of smoking cessation through a documentary lens. Produced by BMF Sydney, the public awareness effort highlights the physical and domestic toll of the habit. The creative execution leans into raw, live-action techniques to capture the narrative. By utilizing moody tones and natural lighting, the visuals ground the subject matter in a tangible, unfiltered aesthetic.