Length: 30s

Language(S): English

Year: 1996-2004

Adaptability Rating: Medium

Licensing Rating: Hard

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campaign Name
Every Cigarette is Doing You Damage
target audience
Adult smokers
Key message

Every cigarette is doing you damage.

It’s not just a risk—it’s a certainty that smoking will damage your health.


A woman lights a cigarette outside her office. As she inhales, we follow the smoke down her trachea and into her lungs. A voiceover explains that lungs are like sponges. We see lung membrane being eaten away as smoke goes through it, creating tar-rimmed chambers and rotting the lungs. We reverse back up the woman’s trachea.


VO: Every cigarette is doing you damage. Lungs are like sponges, with millions of tiny air sacs for transferring oxygen. Every breath of tobacco smoke attacks them. No wonder smokers feel short of breath; their lungs are rotting.
Text: Every cigarette is doing you damage. QUIT 131 848.

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