The iCan Quit campaign demonstrates the value, importance and role of willpower in quitting smoking.

 

 

 

 

A positive anti-smoking campaign to urge smokers to never give up giving up.

 

 

 

 

Cough portrays the damage to health that can be caused by smoking and the impact on loved ones.

 

 

 

 

Emphysema is described as a 'living breathing hell' or like they are suffocating.  This is a health consequence of smoking-every smoker has signs of emphysema.

 

 

 

 

This campaign's key strength lies in its simplicity and ability to communciate the immediate health consequences of smoking.

 

 

 

 

The what's worse campaign asks smokers who are parents to consider what may be worse than getting diagnosed with a smoking related illness and then having to tell their children.

 

 

 

 

Best intentions demonstrates the regret of not quitting and the reduced quality of life for the smoker and the affect this has on them and their family members.