Advertisements used in the Australian campaign from 1997
| Element | Advertisement name | ||||||
| Artery | Lung | Tumour | Brain | Eye | Tar | Call for help | |
| Empathy device (smoker moment) “The people behind this advert understand me” | Desperate male smoker goes to gas jet on stove to light first cigarette of the day | Desperate woman having a smoke break outside an office on a wet windy day. She cups her hands to shield her lighter from the wind | Desperate male smoker at a bus stop sees his bus approaching and smokes quickly to finish his cigarette | Desperate woman having a smoke in her back yard. She looks with concern at her children playing inside | Desperate middle aged man in his car is lighting up a cigarette | Desperate young girl alone in her apartment. She finds a single bent cigarette at the bottom of her handbag, straightens it and lights it up | Male smoker contacts Quitline and speaks to a counsellor about quitting. She praises his efforts to take the first step and suggests sending out a Quit pack |
| Conditioning device “Conditions association between act of smoking and images of damage” | Close up of cigarette being lit (with strong sound effects) followed by view inside windpipe as smoke enters the body. | Not applicable | |||||
| New news “This affect me and I did not know it” “I can’t bear to think I’m doing that to myself” | A glutinous plug of atherosclerotic deposit is squeezed from a disembodied human aorta. Scene modeled on pathology of a 32 year smoker. Known as “brie cheese” scene | As smoke is pulled and pushed through a healthy red, delicate “sponge like” lung, the membrane begins rotting, forming ugly black, tar-rimmed chambers, turning grey/brown | Smoke damages a vital gene that protects the lung cells from cancer. One damaged cell is all it takes and a large cancerous growth spreads rapidly through the airway | Smoking creates blood clots that can cause strokes, which can kill, blind, or paralyse. We view a brain that is cut in half to show the damaged brain, which oozes tissue and blood | Chemicals from tobacco smoke get into the blood stream and can damage the eye. We view a close up eye and zoom in through the pupil. The surface of the retina becomes blotchy as a capillary bursts. A dark bruise spreads across the retina | Every time you inhale, tobacco smoke condenses in the lungs to form tar. A full beaker of tar is poured onto the cut surface of a healthy lung. We view the tar closely as is seeps into the delicate sponge like tissue | Not applicable |
| Certain effects “These are immediate and certain effects of smoking, not just a chance I take” | Text and voice over: “Every cigarette is doing you damage” | Not applicable | |||||
| Publicise quitline “Note down number and call helpline” | Quitline number 131848 appears on the screen | ||||||