Length: 30s

Language(S): English, Hindi

Year: 2015

Adaptability Rating: Low

Licensing Rating: Easy

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campaign Name
Voice of Tobacco Victims
target audience
Smokeless tobacco users
Key message

- Smokeless tobacco causes cancer.

- Cancer from chewing can begin at a young age.


The campaign shows the personal testimony of Sunita Tomar, a 27-year old woman that is a wife and mother. She developed oral cancer after using smokeless tobacco. Sunita lives in a small town in Madhya Pradesh with her husband, a truck driver, her 12- and 13-year old sons, and her parents-in-law. The ad shows Sunita before and after an operation to remove the cancerous growth and a part of her mouth. She describes how happy she was before tobacco took its terrible toll on her health and her appearance and how she never expected to develop oral cancer. The ad closes with a warning against using tobacco.


VO: I never thought my life would turn out like this. My life was going so well, married to a good man, two lovely chidren, but tobacco changed all that. Now this growing cancer has to be cut from my face. Nothing will be the same again. Tobacco has ruined my life.

licensing note

Owned and available from Vital Strategies.

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