Purpose: This paper outlines a case for investigation of why current anti-smoking advertising and promotional messaging is not having positive effects amongst smokers within the health system who are marginalised and experience mental illness. Design/methodology/approach: It is proposed that a case study approach be adopted using qualitative research amongst respondents from within the Brisbane Health system, using a semi-structured questionnaire with appropriate communication stimuli. Originality/value: Previous research demonstrates anti-smoking messaging is having effects on smoking cessation amongst the general population. However, smokers who are marginalised within the health system appear not to be responding to health warnings and anti-smoking advertising messaging. No research is available on why current anti-smoking messaging is having minimal resonance and effects amongst this group. This qualitative study will offer opportunities for leadership and application of best practice communication in helping people make a truly informed choice about tobacco
