What's Worse anti-smoking campaign

The What's Worse campaign focuses on the difficult situation of a mother communicating the realities of her illness to her young children. It emphasises the real health consequences of smoking and how it affects not only the smoker, but the family as well.

The What's Worse campaign was developed by the Department of Health, United Kingdom. It has been adapted by the Cancer Institute NSW for use in Australia.

The campaign last ran in NSW in 2015 - see What's Worse campaign evaluation

Who produced this campaign?

Department of Health UK

Target audience

NSW smokers aged 25-44 years.

Media channels

  • TV
  • mobile
  • digital
  • social.


NSW campaign evaluation October to November 2015 - results and impact