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Stairway to emphysema

Who produced this campaign?

Cancer Institute NSW

Campaign description

The Stairway to Emphysema campaign aimed to encourage smokers to quit by focusing on a well-established health consequence of smoking—emphysema.

It linked the common smoker feeling of breathlessness after climbing up a flight of stairs with symptoms of emphysema. Smokers were prompted to think about the damage smoking has already caused to their lungs and the fact that it is irreversible.

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