Length: 60s

Language(S): English

Year: 2009

Adaptability Rating: Medium

Licensing Rating: Hard

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campaign Name
target audience
Adult smokers
Key message

Smoking causes emphysema.


A participatory demonstration of how it feels to breathe with emphysema.


VO: I am going to do a little demonstration, and I want you do it with me. Take a deep breath, as deep as you can… Now take another breath on top of it… Now breathe out, just that last bit, and breathe in again. Out...in. This is what breathing is like in the latter stages of emphysema. Sufferers describe it as feeling like you’re suffocating. If you smoke, chances are you already have emphysema in its early stages. Just about every smoker does. So now you know what lies ahead. Take a deep breath and quit once and for all. Call or SMS Quitline: 13 7848.
Text: Call or SMS “Breathe.” Quitline 13 7848.

other materials available


licensing note

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