See How Smoking Tar Actually Affects You In New Outdoor Campaign

See How Smoking Tar Actually Affects You In New Outdoor Campaign
Katherine Mackenzie
By Katherine Mackenzie



The Cancer Institute NSW has launched a campaign that will see outdoor media provider Adshel’s bus shelters in Sydney powerfully illustrate the detrimental effects smoking can have on a smoker’s lungs with an aim to encourage them to quit.

In Hurstville, a bus shelter will feature an outline of the human body in which black ‘tar’ liquid pumps in and out of custom built ‘lungs’.

At Brighton- Le-Sands, a bus shelter will feature a custom-built display case with a 3D cancer-affected set of lungs.

Both sites are also utilising near field communications (NFC) technology via a QR code which, when scanned on a mobile, will take the commuter to iCanQuit.com.au.

The sites were selected based on a combination of research and insights including Roy Morgan’s Helix Personas (a psychographic audience targeting tool).

Manager of Cancer Prevention at the Cancer Institute NSW Anita Dessaix said: “Each year in NSW, about 46,000 people are hospitalised and more than 5,000 people die as a result of smoking. It is important to have a range of ways to support smokers to quit and this campaign is part of a number of tobacco control measures aimed at driving down the smoking rate and in turn the numbers of people being hospitalised and dying from tobacco-related disease. The installations help to demonstrate the harm smoking can do to a person’s lungs. They creatively depict these effects and target communities with our messages.”

Adshel sales and marketing director David Roddick said: “To create a campaign like this is a powerful illustration of Adshel’s capabilities in helping clients engage audiences in ways that stand out. We are delighted to be playing a part in messages promoting a healthy lifestyle in NSW communities.”

The outdoor campaign will be live until the 27th December.  Television and online activity will finish earlier, on the 19th December.

Campaign credits:

Creative agency: LOUD

Media agency: UM

Production: Adshel in-house




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