After a successful run in 2014, the Make Smoking History "Sponge" anti-smoking campaign will hit TV screens again this Valentine's Day.
A remake of an advertisement from1979, the ad uses sponges to demonstrate the amount of cancer-producing tar which goes into the lungs of a pack-a-day smoker over one year.
Libby Jardine, Tobacco Programs Manager at Cancer Council WA, said the campaign resonated with smokers.
"Smokers who saw the campaign in 2014 found it convincing and relevant," said Ms Jardine.
"Most importantly, a high proportion of smokers who saw the ad quit or made an attempt to quit."
The campaign joins a number of anti-smoking strategies, including other hard-hitting campaigns, increased taxes on cigarettes and the introduction of plain packaging, which have resulted in smoking rates in WA being at an all-time low.
Since 2000, smoking prevalence among WA adults over 18 years has decreased from 22.5% to 12.7% in 2014.
"While we've made significant inroads into reducing smoking in WA, "Sponge" will be a powerful reminder to those still smoking that the best thing you can do for your health is quit for good," said Ms Jardine.
View the advertisement on the Make Smoking History website: http://makesmokinghistory.org.au/more-information/latest-campaign
For more information about the Make Smoking History "Sponge" campaign, please contact Libby Jardine at Cancer Council WA on 9388 4368 or firstname.lastname@example.org
The Make Smoking History campaign is an initiative of Cancer Council WA and is funded by the Department of Health WA, Healthway and Cancer Council WA.