7 Jun 2010
Source:
Adapting and Recycling Anti-smoking advertisements - Two case studies: Sponge and Artery
In 2007 and 2008, the Cancer Institute NSW adapted two previously successful television anti-smoking campaigns to be broadcast in NSW. These two advertisements were Sponge, in which black tar is squeezed from a sponge to demonstrate the amount of tar absorbed by a smoker's lungs in one year, and Artery, in which the fatty deposits lining the aorta of a smoker are depicted. The rationale for adapting these campaigns was based on their previous successes in helping to reduce the prevalence of smoking in Australia, and the aim was to re-introduce their health effects messages to a younger audience.