Quitting smoking has long been viewed as a personal challenge, but new research suggests Australians are far more likely to succeed when they don't have to go it alone. That's the thinking behind Nicorette's new Quitaroos initiative, an eight-week team-based quitting program fronted by former Wallaby Nick Cummins.
According to research commissioned by Nicorette and conducted by YouGov, 55% of Australians who have ever smoked or vaped say they're more motivated to quit when they have support from friends or their social circle. More than half (54%) also believe quitting feels more achievable when it's treated as a shared journey rather than a solo effort.
At the same time, social occasions remain one of the biggest hurdles. More than two-thirds (68%) of smokers and vapers say sporting environments and related social moments can trigger the urge to smoke or vape. Being around friends who smoke or vape (41%) and watching sport at pubs or bars (34%) ranked among the biggest pressure points, alongside post-match celebrations, half-time and major sporting events.
Nicorette hopes the Quitaroos will turn those moments of temptation into opportunities for encouragement by leaning into Australia's love of team sport and shared experiences.
"Sport has always been about your mates having your back, on and off the field. Quitting smoking shouldn't be any different," Cummins says.
As coach of the Quitaroos, Cummins will provide participants with coaching, motivation and practical advice throughout the eight-week program, including regular group messages designed to keep members accountable and motivated during the tougher moments.
Shannon Roach, Business Unit Director Self Care ANZ at Kenvue, says the initiative combines community support with practical quitting tools.
"We know quitting can be complex. The research shows people are more motivated to quit when they feel supported, so the Quitaroos is about creating a structured, team-based approach," she says.
Australians looking to quit can now sign up to join the Quitaroos, where they'll receive support from Cummins, guidance from Nicorette and access to a community of people working towards the same goal. Participants will also go into the draw to win $5,000 to support their quit journey.
Registrations are now open via Nicorette's website.
