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Campaign overview

This hard-hitting campaign highlights both the common and lesser known cancers that can be caused by smoking and emphasises the immediate and long-term consequences.

The 16 Cancers campaign aims to encourage smokers to quit by informing them of the negative effects of smoking and showing the impact a smoking-related illness can have on a person’s quality of life.

The main objectives of campaign are to:

Encourage smokers to realise and understand the large number of cancers caused by smoking
Encourage smokers to realise the negative impact smoking has on their quality of life
Prompt those who are currently thinking about quitting to actively plan a quit attempt
Provide support and information to those wanting to quit smoking through the Quitline 13 QUIT (13 7848) and the quittas.org.au website

Campaign background

The campaign was developed by the Make Smoking History campaign in Western Australia and includes powerful television advertisements depicting the shocking effects of smoking-related cancers and their capacity to take away life’s simple pleasures, such as speaking and eating.

The advertisements use highly emotive and graphic imagery to illustrate that cancer from smoking can have a devastating and debilitating impact on smokers’ lives.