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.

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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.

“This campaign aims to show them that tobacco smoke is already causing mutations to their cells now, which can lead to cancer,” she said. “We hope that this activation will encourage smokers to think twice about their smoking habit.”

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JCDecaux head of creative solutions, Alan Klein, added: “We’re really pleased to see the interactive capabilities of out-of-home combined with the powerful geo-targeted impact of our Street Talk assets for such an important client and cause.”


  • JCDecaux Innovate
  • Media Agency: UM
  • Client: Cancer Institute NSW

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