PALACE TAKES A LIGHTER LOOK AT ANTI SMOKING

A new anti smoking campaign launched this week via the Campaign Palace Sydney continues to draw attention to the graphic warnings on cigarette packs by highlighting the real behaviour of many smokers at point of purchase.
“It’s a definite change of pace from some of the more recent ‘in your face’ ads such as the mouth cancer and gangrene tvcs but still a hard-hitting health message: ‘You can’t choose which disease you will actually get, but continue smoking and you’ll almost certainly get one of them’,” Says TCP chairman and executive creative director, Paul Fishlock.
Figures released by NSW Government this week revealed the largest ever annual drop in the number of smokers in NSW with the percentage of people aged 16 years and over who smoke ‘daily’ or ‘occasionally’ dropping from 20.1 per cent in 2005 to 17.7 per cent in 2006.
NSW smoking rates are now among the lowest in the world.

Client: Cancer Institute NSW
Creative: The Campaign Palace
Creative Director: Paul Fishlock
Agency Producer: Karen Bryson
Director: Mat Humphrey
Production Company: The Guild