The Cancer Institute NSW has launched a new anti-tobacco campaign, encouraging people to quit smoking by educating them about the “hidden damage” caused by cigarettes.
Based on a successful UK campaign, the Mutations campaign uses graphic computer-generated images to highlight how smoking causes cell mutations that can lead to cancer.
The imagery, which shows a tumour growing on a cigarette, will be posted in high-traffic areas at Central and Parramatta train stations and will also feature in TV commercials and across media channels and advertisements.
“Mutations showcases the invisible health harms of smoking to a new generation of young people, many of whom have not seen this type of realistic and confronting messaging,” says Cancer Institute NSW.
“The campaign responds to the fact that despite declining smoking rates over recent years, 11% of adults in NSW or 775,000 people still smoke.
“In NSW, smoking remains the leading cause of cancer-related preventable disease and death. It’s estimated to account for around 6600 deaths and more than 56,000 hospitalisations each year.”
NSW Health Minister Ryan Park says tobacco use continues to place a significant health burden on our community, and the NSW government is committed to doing everything possible to support people to quit.
“Health campaigns like Mutations are designed to evoke a strong emotional response and this is backed by research which demonstrates this is a highly effective way to encourage people to quit smoking,” he says.
Professor Tracey O’Brien AM, Chief Cancer Officer NSW and Chief Executive at Cancer Institute NSW, says while encouraging progress has been made in reducing smoking rates, we can’t become complacent.
“Powerful campaigns like Mutations play a key role in motivating people, particularly younger people who smoke to better understand what smoking is doing to their health and how they can take steps to quit,” she says.
“Smoking is a leading cause of disease and premature death in NSW and among the worst things you can do for your health. It’s important that people don’t start smoking and those who do smoke try to quit with support from their doctor or services like Quitline and iCanQuit.com.au.”
The Mutations campaign will target smokers aged 18 to 45 years, including those who live in regional and rural areas or culturally and linguistically diverse audiences, who have been identified as having high smoking rates.
