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.
Creative agency: LOUD
Media agency: UM