Adrian's Regret
Make Smoking History first launched the ‘Adrian’s Regret’ campaign in September 2010. The campaign aimed to increase smokers’ awareness of smoking-related illnesses, specifically focusing on head and neck cancers and the debilitating effects these diseases may have on someone’s day to day life.
The ‘Adrian’s Regret’ campaign comprised personal testimonial television advertisements, originally developed by the Ministry of Health New Zealand and The Quit Group New Zealand. The advertising featured New Zealand man Adrian Pilkington. At 52, Adrian was diagnosed with terminal mouth cancer caused by his smoking. Adrian talked openly and honestly about how much his life has changed since being diagnosed and how much he regrets smoking.
Sadly Adrian passed away on August 6 2009, at just 53. Before his death Adrian expressed his wish that his story be used to encourage more smokers to quit. The advertisements all finish with his words “It’s not worth it, eh”, Adrian’s final message to urge smokers to quit before it’s too late.
Research commissioned by Cancer Council WA found that over half of all smokers who were surveyed reported quitting, trying to quit or trying to cut down as a result of the campaign.
Press advertising complemented the television advertisements in both 2010 and 2011.
Watch the 30 second TV advertisements
Read the newspaper advertisement
View other campaign materials
- 'Adrian's Regret' question and answer sheet (pdf 125kb)
- Head and neck cancers and smoking fact sheet (pdf 77kb)
- Campaign summary 2010 and 2011 (pdf 90kb)
