The Cancer Institute NSW has launched a new anti-tobacco campaign, encouraging people to quit smoking by educating them about the hidden damage caused by cigarettes.
Based on a successful UK campaign, Mutations, uses graphic computer-generated images to highlight how smoking causes cell mutations that can lead to cancer.
The imagery, which shows a tumour growing on a cigarette, will be posted in high-traffic areas at Central and Parramatta train stations and will also feature in TV commercials and across media channels and advertisements.
Mutations showcases the invisible health harms of smoking to a new generation of young people, many of whom have not seen this type of realistic and confronting messaging.
The campaign responds to the fact that despite declining smoking rates over recent years, 11 per cent of adults in NSW or 775,000 people still smoke.
In NSW, smoking remains the leading cause of cancer-related preventable disease and death. It is estimated to account for around 6,600 deaths and more than 56,000 hospitalisations each year.
The Mutations campaign will target smokers aged 18 to 45 years, including those who live in regional and rural areas or culturally and linguistically diverse audiences, who have been identified as having high smoking rates.
If you need support to quit smoking or vaping, talk to your GP or call the NSW Quitline on 13 7848. Quitline is a free, confidential and professional telephone counselling service that provides customised assistance to help you quit. Aboriginal counsellors are available, providing culturally sensitive and customised support.
The iCanQuit website also provides information about smoking and vaping and resources and support to quit.
This builds on the work the Minns Labor Government is already doing to drive down tobacco use by cracking down on illegal tobacco, including by introducing some of the toughest penalties in the country such as:
- ramped up penalties - prison sentences of up to 7 years
- fines of over $1.5 million
- implemented a tobacco licensing scheme to improve oversight of tobacco retailers
- issuing short term closure orders to businesses that break the law and deter others thinking about it.
Quotes attributable to Health Minister Ryan Park
"Tobacco use continues to place a significant health burden on our community and we are committed to doing everything possible to support people to quit.
"Health campaigns like Mutations are designed to evoke a strong emotional response and this is backed by research which demonstrates this is a highly effective way to encourage people to quit smoking.
"The recent closures should serve as a reminder for those people in the community who are doing the wrong thing that we are serious and they will be prosecuted."
Quotes attributable to Chief Cancer Officer NSW and Chief Executive Cancer Institute NSW, Professor Tracey O'Brien AM.
"While we've made encouraging progress in reducing smoking rates, we cannot become complacent. Powerful campaigns like Mutations play a key role in motivating people, particularly younger people who smoke to better understand what smoking is doing to their health and how they can take steps to quit.
"Smoking is a leading cause of disease and premature death in NSW and among the worst things you can do for your health. It's important that people don't start smoking and those who do smoke try to quit with support from their doctor or services like Quitline and iCanQuit.com.au."
