A new graphic anti-tobacco advertisement from the Cancer Council Western Australia will hit television screens tonight, driving home a message everybody knows but some smokers still ignore.

“Everybody knows smoking kills, yet some still smoke,” said Susan Stewart, Manager of the Cancer Council’s Make Smoking History campaign.

The advertisement is a ‘shock and awe’ montage of well known, smoking-related diseases taken from anti-tobacco campaigns shown in Australia over the last decade.
 
The one minute-long commercial is set to the Leonard Cohen track Everybody Knows.

“This campaign will ask smokers directly why they still smoke, despite everybody knowing tobacco causes cancer, stroke, heart disease and emphysema,” Ms Stewart said.

“It creates a strong sense of personal relevance among smokers, because the advertisement reflects what we know they already say to themselves.

“The ad turns that into a reason to seek out support services to help them quit.”

Ms Stewart said hard-hitting TV commercials had a major influence in driving down the State’s smoking prevalence over the past decade.

“The smoking prevalence among West Australians aged 18 years and over has dropped from 32% in 1984 to 17% in 2006.

“But there are still around 300,000 adults who still smoke.

“For those still trying to quit, we need to keep reinforcing all the urgent reasons they should follow through.

The ‘Everybody Knows’ ad was produced by the NSW Cancer Institute and first ran in NSW last year. It’s the first time the ad has been aired in Western Australia.

The television campaign will be supported by a series of press advertisements which address some of the common myths and misconceptions about smoking and quitting.

Smokers wanting information, advice or support to quit can call the Quitline on 13 78 48.

Cancer Council WA also has a smoking cessation program called Fresh Start. For more information about Fresh Start, call the Cancer Council Helpline 13 11 20.

Media contact: Susan Stewart – Cancer Council WA – 0411 587 787

The new commercial can be viewed at http://www.cancerwa.asn.au/prevention/tobacco/makesmokinghistory/tvcampaigns/

The Make Smoking History campaign is an initiative of the Cancer Council WA
and proudly supported by the Department of Health and Healthway.