Background: On 1 March 2006, Australia introduced graphic pictorial warnings on manufactured and imported cigarette packets. While such warnings had been introduced in other countries, the impact on cessation helplines has never been published. This study examines the impact on the Australian Quitline. In addition, it also examines the pace of the roll-out and the impact of accompanying social marketing campaigns.

Method: Data on daily calls to the Australian Quitline were recorded prior to, and after the roll-out of the warnings using telco software. Roll-out of the warnings on packets into stores was monitored in samples of two states' metropolitan retailers over a period of months.

Results: The roll-out of the pack warnings was gradual. Starting from no pictorial packs in February 2006, there was 17% saturation in early May and 82% in late July. There was a dramatic (91%) increase in calls to the Quitline during the roll-out of the pack warnings and associated social marketing campaigns.

Conclusions: The introduction of graphic health warnings on cigarette packets, with accompanying mass media, led to large increases in calls to the Australian Quitline.

Implications: Countries planning to introduce such warnings should expect similar impact and flow on benefits to quitting.