TV ad: QUIT: Pump Pack

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A new Quit campaign from Cancer Council Victoria, created by their agency Three Wise Men, delivers important new health information to smokers. The increased risk of heart attack for people who smoke is widely known, but this campaign tells why in a graphic demonstration.Inhaling cigarette smoke causes a smoker’s blood to become sticky within 10 minutes. Sticky blood can increase the likelihood of the formation of a blood clot and damage the delicate lining of blood vessels. This can lead to the potential for a catastrophic heart attack, even in relatively young smokers. The campaign uses the analogy of a pump pack becoming clogged up to demonstrate to dangers to a smoker’s heart.

Agency Creative Director, Nigel Dawson said: “The brief specifically called for a visual mnemonic device, something akin to the iconic ‘sponge’ and ‘bubble-wrap’ ads of the past. The pump-pack metaphor powerfully conveys the notion of blocked arteries from the heart”.

The Victorian state-wide campaign was launched on February 28 and will be spearheaded by FTA TV and Online and be supported by radio, OOH, social and CALD media.

The campaign was created by Three Wise Men in close collaboration with Cancer Council Victoria and the commercial was directed by Travis Hogg at Airbag.