NSW is to turn up the shock factor with a campaign of computer-generated images illustrating the cellular damage caused by smoking.
The state’s Cancer Institute is to revive and adapt the UK’s graphic “Mutations” campaign from 2012 for local audiences in its next anti-tobacco push.
The new campaign was developed by creative agency Bastion, which has an $11 million, two-year agreement with the Cancer Institute, covering anti-tobacco, cancer screening and anti-vaping campaigns.
OMD, NSW’s media agency of record, is handling the media strategy as part of a $5.8 million contract.
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The UK Department of Health first unveiled the campaign in December 2012, with television, print, social and outdoor ads showing a tumour growing on a cigarette as it is smoked.
The tagline claimed that “every 15 cigarettes you smoke will cause a mutation,” highlighting how mutations can lead to cancer.
New material for NSW’s campaign has yet to be revealed, but the Cancer Institute told Mumbrella it will run from February to June next year.
“‘Mutations’ increases motivation to quit by reminding people of the health harms of smoking,” a Cancer Institute NSW spokesperson said.
“The creative shows graphic computer-generated imagery of cell mutations because of smoking and warns people that smoking can ultimately lead to cancer.”
The campaign is part of a broader program that also includes “Beat the Cravings” and a continuation of last year’s “New Year, New You” initiative, the latter restarting across digital channels on 5 October.
“Beat the Cravings” will run alongside “Mutations” across television, online video, audio, radio, press, out-of-home, and social media.