Gatecrasher releases multi-media tobacco campaign to clear the haze on multiple cancers

The Cancer Council of WA has launched a new campaign designed to lend even more weight to the threat of smoking-related cancer.

The ’16 Cancers’ campaign, created by Gatecrasher Perth, is led by an emotive 45-second television commercial, which makes smokers aware of lesser known smoking-related cancers. It invites them to consider how smoking-related cancers might impact their lives in a variety of debilitating and severe ways.

It comes as a new survey has revealed that less than a quarter of those asked (24%) could name more than two cancers caused by smoking. Among non-smokers, 61% could name one or two smoking-related cancers, while only 39% of smokers could do so without being prompted.

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Of those surveyed, when prompted, the majority (93%) were aware that smoking caused lung cancer, however fewer than half (47%) were aware that smoking caused cancer in areas of the body other than the lung, mouth, nasal cavity and throat (including larynx and oesophagus).

Terry Slevin, Cancer Council WA’s Director of Education and Research, said the survey results show the need for the hard-hitting campaign.

“We know that most people are still not aware of just how many cancers have been shown to be caused by smoking,” Slevin said.

“This campaign is challenging and confronting, but that is simply because the facts about smoking and cancer are challenging and confronting.  Smokers and non-smokers deserve to know those facts.”

The campaign is supported by hard-hitting press, outdoor, radio and social media.

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Sound Engineer: Brad Habib – Soundbyte