Cancer Council WA’s latest Gatecrasher campaign ‘Sounds Like’ it’s time to quit smoking
Cancer Council WA has launched a new Make Smoking History campaign via Gatecrasher in a bid to prompt people who smoke to stop and listen to the damage smoking is doing to their bodies.
Cancer Council WA Cancer Prevention and Research Director, Melissa Ledger, said the new ‘Sounds Like’ campaign features common consequences of smoking including coughing, wheezing, breathlessness and gum disease.
Ledger said: “Our Make Smoking History team worked closely with Gatecrasher Advertising to produce a campaign that shows the relatable and early health impacts of smoking.
“The graphic campaign depicts the common consequences impacting a smoker’s quality of life including wheezing, coughing and breathlessness, so people who smoke may be all too familiar with the sounds they hear in these advertisements.
“The aim of the campaign is to prompt people who smoke to stop and listen to the effects smoking is having on their bodies, so they can make the most of life.”
Ledger added tobacco control has had many successes over the past two decades, but smoking remains a public health crisis.
“Approximately one in 10 West Australians still smoke.”
“Smoking is a main cause of Chronic Obstructive Pulmonary Disease (COPD), which is a group of lung diseases that cause a shortness of breath, increased production of phlegm/mucous and persistent cough.
“At first, a person might become breathless from walking up a slight hill, but in the later stages, people can become too breathless to get themselves dressed in the morning.
“Smoking cessation is the most important intervention to prevent the worsening of COPD.
“Quitting smoking is one of the best actions you can take for your health and quality of life. People will recognise these sounds and signs in their own bodies, and we hope it will prompt them to visit our website to start their quitting journey.”
The two ads include people of varied ages, genders, backgrounds, and lifestyles in the hope that many West Australians will be able to see themselves in these ads.
The actors were a mix of smokers, ex-smokers and non-smokers, and the Make Smoking History team worked with a lung physician to ensure the effects of smoking were portrayed accurately.
The television advertisements will appear on metropolitan, regional and Aboriginal networks until 8 April 2023. These will be complemented by advertising on digital platforms, cinemas, and out-of-home displays (i.e., shopping centres, train stations, petrol stations, and Perth Domestic Airport), until 6 May 2023.
The advertisements will also air on metropolitan, regional, and Aboriginal (Goolari, Pakam, Radio Mama, and Noongar radio) radio stations until 8 April 2023. For the first time, the Make Smoking History ads playing on Aboriginal radio stations will be translated in language (Kriol and Martu) for the Kimberley and Pilbara regions. We will also have an English version recorded by an Aboriginal person.
PLAY THE RADIO CAMPAIGN BELOW
Client Team: Libby Jardine, Sarah Beasley, Anupriya Sharma
Creative Team: Adam Barker, Lori Canalini, Henry Billington
Account Team: Tony Scampoli, Emma Lambert, Sara Cunningham
Director: Corrie Jones (on loan from Beautiful Pictures)
Producer: Elsie Shaw
DOP: Patrick O’Sullivan
1st AD: Mark Boskell
1st AC: Arthur Bienkowski
2nd AC: Amelia Morgan-de Laine
Sound: Ash Charlton & Ben O’Hayon
Gaffer: Jean Van Der Meiren
Best Boy Electric: Andrew Piercy
LX Assist: Chris Martin, Luke Corbett & Pete Gleeson
Grip: Greg Stirling
Best Boy Grip: Max Nelson
Additional Grip: Michael Sgro
Production Designer: Emily Healey
Design Assist: Elouise Greenwell
Unit Manager: Pablo Balinski
HMU: Kate Farmer
Wardrobe: Kylie Clifford & Sarah Ryan
Casting: Megan Carpenter, Toesox
Casting Locations: Claire Burton & Rachael Hawkins
Nurse: Jenifer Beale
Safety Supervisor: Peter West
Production Assistant: Jack Arbuckle
Editor: Ben Wright
Grade: Pete Ritchie
Sound Mix: Cue Sound
These were incredibly hard to watch/listen to in the best way possible. Very powerful.
Terrific work. This campaign doesn’t linger long on the head, instead going straight for the heart. The dreadful wheezing and coughing soundscape is instantly familiar, and is a strong mnemonic for the campaign that will also trigger conversations at home. Nice one GC.