Who produced this campaign?

Cancer Institute NSW

Campaign description

Mutations is an emotionally powerful and graphic campaign. The campaign encourages smokers to quit by educating them about how mutations in the body caused by smoking cigarettes can lead to cancer. The key visual of the campaign works to personalise the effects of mutations, by graphically displaying the hidden damage inside the bodies of smokers. This enables smokers to "see" the damage that they are doing on the inside.

Mutations is a  campaign developed by the Cancer Institute NSW  which first ran in NSW in 2014. It was the first anti-smoking campaign in NSW to have a digital focus. It  was supported by outdoor advertising.

Quit smoking support is available through the and the NSW Quitline (13 7848).

Media channels

  • TVC
  • Online Video
  • Out Of Home Advertising
  • In-venue Advertising
  • Social Media Advertising