Bubblewrap
Make Smoking History first launched the ‘Bubblewrap’ campaign in February 2005 and then again in May 2008. The campaign aimed to raise awareness of Chronic Obstructive Pulmonary Disease (including emphysema and chronic bronchitis), for which smoking is the most common cause.
Originally developed by Quit Victoria the campaign advertisement used bubblewrap to demonstrate the irreversible damage cigarette smoking can have on the tiny air sacs in the lungs. The main message was that if you smoke your health is being affected now, but quitting can make a big difference to your quality of life regardless of age or health.
A radio advertisement complemented the television and cinema advertising. It encouraged listeners to participate in a simple exercise which involved modifying their breathing until they feel exceedingly short of breath, similar to the symptoms of emphysema. Two versions of this advertisement aired in 2008, one was voiced by Mark Bin Bakar in his well known character of Mary G, specifically urging Aboriginal smokers to quit.
Watch the 30 second TV and cinema advertisement
Listen to the 60 second radio advertisements
Bubblewrap version A
(please use the following link if you have an ipad Listen to Bubblewrap version A radio ad (1.923MB))
Bubblewrap version B featuring Mary G
(please use the following link if you have an ipad Listen to Bubblewrap version B radio ad featuring Mary G (1.17MB))
View other campaign materials
- Facts on COPD and smoking fact sheet (pdf 79kb)
- COPD and smoking: question and answer sheet (pdf 74kb)
- Campaign summary 2005 (pdf 94kb) and 2008 (pdf 93kb)
