Image copyright CINSW 2010.
Quit Victoria's latest campaign titled 'Stairway to emphysema' produced by the Cancer Institute NSW aims to encourage smokers to quit by focusing on a well-established health consequence of smoking - emphysema. It links the common smoker feeling of breathlessness after climbing up a flight of stairs with symptoms of emphysema. Smokers are prompted to think about the damage smoking has already caused to their lungs and the fact that it is irreversible.
Watch the ad.