Young adults are a large part of the digital audience and their media consumption is very segmented, therefore we have to be creative and seek new platforms to reach more of our audience.

For the second phase of our Stop Before You Start campaign, we have found a new media platform to try – in-game advertising with PlayStation. We used our sinister cigarette character to develop eye-catching and relevant content specifically for the platform, as we have also done for YouTube, Snapchat and Tinder.


PlayStation network


This campaign is live until 31 May, so keep an eye out!

If you would like to discuss this further with us, please call us on (04) 384 5994 or email us on