The hidden damages caused by smoking.
Bastion partnered with Cancer Institute NSW to recreate the successful UK campaign ‘Mutations’ for the Australian market to help combat the increasing number of young people smoking in NSW. With approval from the UK Department of Health and Social Care to adapt ‘Mutations', the Australian version extends the campaign including with immersive station dominations, using unmissable contextual placements and graphic computer-generated imagery to highlight how smoking causes cell mutations that can lead to cancer. The campaign's television commercial was filmed in NSW, using local actors to ensure the campaign resonated with an Australian audience.
Cancer Institute NSW is confronting smokers with the hidden damage caused by every cigarette in a campaign via Bastion.
At Parramatta Station, pillars will be transformed into cigarettes with mutations, designed to stop commuters in their tracks.
A second campaign burst will launch in April, featuring a tram takeover and large format cinemagraph out-of-home alongside TV, social and digital activity.
Bastion group strategy director Addison Gazal, said the campaign was designed to make the health risks of smoking feel immediate and personal.
“One of the barriers to behaviour change is that people who smoke don’t feel the health risk personally. Mutations was designed to communicate the damage in a new and highly visceral way that people can’t easily rationalise away or self-exclude from, turning every cigarette into a powerful prompt and reminder of what smoking is really doing inside their body.”
The Mutations campaign is live across TV, digital, social and out-of-home.
