Dying from smoking is rarely quick and never painless.

Focus groups with smokers suggest that they are more motivated by depictions of severe suffering from smoking-related illnesses than from the risk of dying.

This is one of four PSAs in this campaign, focusing on a victim who is suffering from lung cancer, a smoking-related illness that can alter lives forever and require family members to provide intensive, constant care and support.

Opening shot of man leaning over his bathroom sink, slowly wheezing

Text: Dying from smoking is rarely quick... (Man begins to cough hoarsley) and never painless. (Man continues coughing).

Text: When smoking leads to lung cancer, (Man coughs up liquid into his sink, looks in the mirror and wipes his mouth on the back of his hand) you can suffer every minute of every day. 285,000 Americans are living with the misery of lung cancer caused by smoking.

Quit smoking today. For help, call 311 or 1-866-NYQUITS, or visit nyc.gov and search NYQUITS.

NYC Health. Made possible with funding from the Centers for Disease Control and Prevention.

Posters (available also in Russian and Chinese)

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