Optimum Media Direction Wins AUD 5.83 Million Contract for NSW Anti-Tobacco Campaign

Sydney, Australia - 24 October 2025    

The Cancer Institute NSW has awarded an AUD 5.83 million contract to Optimum Media Direction Pty Ltd (OMD) for the C25/0035 Anti-Tobacco Campaign, commissioned under the Media Agency Services Contract Cdtd/2848A (CAN-106625). The project forms part of New South Wales’ ongoing public health strategy to reduce tobacco use and improve population wellbeing through evidence-based communication.

Contract Overview

• Contract Title: C25/0035 Anti-Tobacco Campaign

• Reference Number: Cdtd/2848A - CAN-106625

• Procuring Authority: Cancer Institute NSW

• Supplier: Optimum Media Direction Pty Ltd (OMD)

• Contract Value: AUD 5,830,000

• Award Date: October 24, 2025

• Category: Marketing and Advertising Services

• Location: St Leonards, New South Wales, Australia

• Contract Type: Media Agency Services

Project Significance

The Anti-Tobacco Campaign will play a key role in reducing smoking prevalence across NSW, with a particular focus on youth prevention and community awareness. Through a blend of digital, broadcast, and out-of-home media, OMD will help deliver high-impact messaging that supports behavioural change.

The initiative aligns with the Australian Government’s National Tobacco Strategy and contributes to the national goal of a smoke-free generation.

About the Cancer Institute NSW

As the state’s leading cancer control agency, the Cancer Institute NSW coordinates research, education, and prevention programs to lower cancer incidence and mortality. Its public campaigns have been instrumental in driving awareness of cancer risks associated with tobacco, alcohol, and lifestyle factors.

About Optimum Media Direction (OMD)

Optimum Media Direction Pty Ltd, headquartered in Eveleigh, NSW, is a prominent Australian media agency and part of the global OMD network. The company specialises in data-driven marketing, strategic media buying, and public sector communications. OMD’s proven expertise in health promotion campaigns positions it as an ideal partner for government-led awareness initiatives.

Public Health and Economic Impact

By investing in effective media outreach, the NSW Government aims to enhance public health outcomes, reduce healthcare costs, and drive preventive health behaviour. The contract emphasises the importance of targeted communication strategies in achieving sustainable public health goals across Australia.

Conclusion

The AUD 5.83 million Anti-Tobacco Campaign demonstrates New South Wales’ commitment to evidence-based public health communication and strategic procurement in the media sector. With OMD leading campaign delivery and the Cancer Institute NSW setting the direction, this initiative is expected to have a lasting impact on public health awareness and tobacco control across the state.

Tags:

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