Quit Victoria's latest campaign titled 'Ronaldo' produced by the Massachusetts Department of Public Health, features Ronaldo Martinez who at 39 years of age lost his voice box due to smoking-induced cancer and now breathes through a permanent hole in his throat. In the advertisement Ronaldo talks about how his life will never be the same now he has a tracheotomy.
The ‘Ronaldo' advertisement aims to motivate smokers to quit and encourages them to consider the very real consequences of smoking.
An important part of the campaign is making sure that smokers know they can get professional help to quit by phoning the Quitline on 13 QUIT (13 7848) for the cost of a local call. It is a confidential and non-judgmental service run by specially trained professionals.