The 2007 campaign produced by the Cancer Institute NSW, is a hard-hitting remake of the famous Sponge advertisement, first aired in the 1980's.
The campaign, which features a television and a radio advertisement, aims to inform people who smoke about the serious impact that tobacco has on their health and to motivate them to stop smoking before they become really sick. It provides them with new and shocking information about the consequences of smoking.
The campaign launch coincides with the release of data from The Cancer Council Victoria revealing only 4 out of 10 smokers believe their habit causes lung cancer, despite smoking being responsible for around 80% of all lung cancer cases.
The research from The Cancer Council Victoria also shows the proportion of smokers that can spontaneously identify smoking as a cause of lung cancer is now 25% less than it was 4 years ago.
Lung cancer continues to be Victoria's leading cause of cancer death accounting for 19% of all cancer deaths.