Cancer Institute and JCDecaux create peep-hole to illustrate cell damage in anti-smoking campaign

The Cancer Institute NSW has created a peep-hole element in its out-of-home advertisement as part of a graphic campaign to demonstrate how smoking causes cells to mutate.

The JCDecaux panel, in Sydney’s Pitt Street Mall, shows a smoker with the message ‘See the damage, Stop the danger’. Passers-by are invited to peek through the panel for a look inside the smoker’s body, where digital screens show cells mutating.

Katarzyna Bochynska, manager of cancer prevention at the Cancer Institute NSW, said the campaign is aimed at younger smokers who feel they can put off quitting until later life.