The Federal Government last night launched a new series of hard hitting anti-smoking ads in a bid to cut Australia's smoking rates by more than half over the next five years.
The campaign, which will run on TV, radio, online and in print, is called 'Stop before the Suffering Starts' and aims to cut the smoking rate to 10 per cent by 2018.
Melbourne-based independent agency the AJF Partnership created the campaign which will run through to June this year.
Federal health minister Tanya Plibersek has said the ads will focus on smoking related illnesses and the impact on smokers and their families.
“Many medical conditions caused by smoking can result in not just death, but in living for years of suffering with disabling health problems," said Plibersek, adding that many medical conditions caused by smoking can result in not just death, but in living for years of suffering with disabling health problems.
Andrew Fabbro, founding partner of AJF, said: “The ads remind you that you can have years of sickness caused by smoking before you die. There are two ads in the series, the first was designed to shock with the second ad having a message of hope.”
Fabbro added that the agency was "very proud" of this campaign.
“We often say in our industry that sometimes we need to remind ourselves we are not saving lives, however with this work we are trying to do exactly that.”