"Cough" (2011)

The 2011 National Tobacco Campaign included the television campaign; "Cough", with the slogan "Every cigarette brings cancer closer".

"Cough" is a 30 second television commercial showing a man with a smoker’s cough who

develops lung cancer evidenced when he coughs blood into a handkerchief. Cough was supported by a range of out of home (billboards, shopping centres and public transport) and digital (social networking, entertainment and special interest websites, online TV, as well as Google and Yahoo! search marketing) advertising. "Cough" proved to be the strongest of the 2011 campaigns with results from the survey showing 34% unprompted recall amongst smokers after watching the commercial, and 47% unprompted recall amongst recent quitters. 

Results of the 2011 survey:

• Perceived communication effectiveness showed that, in July, most smokers and recent quitters agreed the campaign had been effective in communicating the messages (87% of smokers; 93% of recent quitters).
•  71% of smokers surveyed though "Cough" was personally relevant.
• At July 2011, 31% of smokers surveyed and 35% of recent quitters had seen the out of home "Cough" advertising and 7% of smokers and 5% of recent quitters had seen "Cough" online.
• • Cough is regarded as easy to understand - in the July survey, 97% of smokers and
• 99% of recent quitters agreed this was the case.
  
  
  
  

  

  
  
  

  

  
  
  

  

  

  
  
  

  Paul Myers, David Blackmore, 2011, The Social Research Centre. 

  Department of Health and Ageing: Evaluation of the 2011 NPAPH Tobacco Social Marketing Campaign Final Report, viewed 14th November 2011.

  <http://www.quitnow.gov.au/internet/quitnow/publishing.nsf/Content/C47FE07472F78E1ACA25786000795457/$File/NTC%202011%20Evaluation%20Report%20FINAL.pdf>