The Cancer Institute NSW is encouraging people to quit smoking with a new outdoor campaign that uses a display inside bus shelters to illustrate the impact smoking can have on a smoker’s lungs.
The bus shelters, provided by Adshel with creative from LOUD, are based in Hurstville and Brighton-Le-Sands Sydney. One of the shelters will feature black ‘tar’ pumping in and out of ‘lungs’. The second shelter will feature 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.
Alongside the outdoor displays, The Cancer Institute NSW has developed the Many Diseases campaign, which presents a series of memorable scenes from existing campaigns. These ads are airing nationally.
Cancer Institute NSW manager of cancer prevention 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.
