Didn't Listen
One of Perth’s leading cardiothoracic surgeons, Mr Mark Newman helped urge smokers to quit while they still have a chance in the 2001 ‘Didn’t Listen’ campaign.
The campaign television advertisement conveyed the grim realities of smoking and its consequences, driving home the importance of quitting smoking. It was set in a real operating theatre where Mr Newman removed a lung cancer tumour during an actual operation. He explained that when he tells his patients that their smoking has led to lung cancer they feel profound regret and all wish they had quit sooner. The campaign urged smokers to listen now and quit before it’s too late. The advertising aired again in May 2005 to complement that year’s World No Tobacco Day theme ‘Health Professionals and Tobacco Control’.
The 2001 campaign was complemented by a series of advocacy style press advertisements on the tobacco industry, smoking cessation and passive smoking. The press advertising aimed to capture the attention of the public and the media, and raise community awareness of important smoking and health issues as well as the tobacco industry.
Watch the 30 second advertisement
View other campaign materials
- Campaign summary 2001 (pdf 100kb) and 2005 (pdf 88kb)
