{"id":252840,"date":"2025-10-31T08:55:07","date_gmt":"2025-10-31T08:55:07","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/252840\/"},"modified":"2025-10-31T08:55:07","modified_gmt":"2025-10-31T08:55:07","slug":"nsw-revives-shocking-13-year-old-uk-campaign-for-new-anti-tobacco-push","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/252840\/","title":{"rendered":"NSW revives \u2018shocking\u2019 13-year-old UK campaign for new anti-tobacco push"},"content":{"rendered":"<p>NSW is to turn up the shock factor with a campaign of computer-generated images illustrating the cellular damage caused by smoking.<\/p>\n<p>The state\u2019s Cancer Institute is to revive and adapt the UK\u2019s graphic <a href=\"https:\/\/www.gov.uk\/government\/news\/hidden-dangers-highlighted-in-new-smoking-campaign?utm_source=chatgpt.com\" rel=\"nofollow noopener\" target=\"_blank\">\u201cMutations\u201d campaign from 2012<\/a> for local audiences in its next anti-tobacco push.<\/p>\n<p>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.<\/p>\n<p>OMD, NSW\u2019s media agency of record, is handling the media strategy as part of a $5.8 million contract.<\/p>\n<p>ADVERTISEMENT<\/p>\n<p>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.<\/p>\n<p>The tagline claimed that \u201cevery 15 cigarettes you smoke will cause a mutation,\u201d highlighting how mutations can lead to cancer.<\/p>\n<\/p>\n<p>New material for NSW\u2019s campaign has yet to be revealed, but the Cancer Institute told Mumbrella it will run from February to June next year.<\/p>\n<p>\u201c\u2018Mutations\u2019 increases motivation to quit by reminding people of the health harms of smoking,\u201d a Cancer Institute NSW spokesperson said.<\/p>\n<p>\u201cThe creative shows graphic computer-generated imagery of cell mutations because of smoking and warns people that smoking can ultimately lead to cancer.\u201d<\/p>\n<p>The campaign is part of a broader program that also includes \u201cBeat the Cravings\u201d and a continuation of last year\u2019s <a href=\"https:\/\/www.cancer.nsw.gov.au\/prevention-and-screening\/preventing-cancer\/campaigns\/quit-smoking-campaigns\/new-year-new-you\" rel=\"nofollow noopener\" target=\"_blank\">\u201cNew Year, New You\u201d initiative<\/a>, the latter restarting across digital channels on 5 October.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-article-full-width wp-image-905825\" src=\"https:\/\/mumbrella.com.au\/wp-content\/uploads\/2025\/10\/thumbnail_Tobacco-2526-Support-Social-Meta-QuitPlan-4x5-1.jpg?w=568&amp;h=320&amp;crop=1\" alt=\"\" width=\"568\" height=\"320\"  \/><\/p>\n<p>\u201cBeat the Cravings\u201d will run alongside \u201cMutations\u201d across television, online video, audio, radio, press, out-of-home, and social media.<\/p>\n","protected":false},"excerpt":{"rendered":"NSW is to turn up the shock factor with a campaign of computer-generated images illustrating the cellular damage&hellip;\n","protected":false},"author":2,"featured_media":252841,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[149684,64,63,149685,137,149686],"class_list":["post-252840","post","type-post","status-publish","format-standard","has-post-thumbnail","category-health","tag-anti-tobacco","tag-au","tag-australia","tag-bastion","tag-health","tag-omd"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/252840","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=252840"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/252840\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/252841"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=252840"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=252840"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=252840"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}