Who produced this campaign?

Cancer Institute NSW

Campaign description

The Sponge campaign demonstrated the damage that occurs each time a smoker inhales cigarette smoke.

The sponges represent human lungs. A pair of hands squeeze the tar from the sponge, revealing the cancer-producing tar that goes into the lungs of a pack-a-day smoker every year.

Smokers were reminded to think about the health consequences of smoking every time they reach for a cigarette.

The 15-seconds Sponge Health Benefits television advertisement has been developed to link the health consequences of smoking with the immediate health benefits of quitting.

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

Media channels

  • TV
  • Radio