Zita Campaign

The Zita campaign was developed by Cancer Council Western Australia and implemented in 2006.  The campaign was highly effective in WA and due to its effectiveness, the campaign is being implemented in NSW from September to October 2007.

At the time of production, Zita Roberts was only 36 years old and diagnosed with terminal lung cancer, caused by smoking.  The advertisements focus on her honesty, her acknowledgement of the burden her illness places on her family and her expression of guilt that she will leave behind her family when she is gone.  Zita illustrates the truth about tobacco and delivers a direct message to smokers: quit now.

Zita passed away at the young age of 38 in February 2007.

Smokers are reminded that quit smoking support is available through the NSW Quitline (13 7848) or www.13quit.org.au.

Download Campaign Material

Before downloading any of our campaign material, please read the copyright notice.

Download the 30-second television commercial “Tears apart a family” [MPEG | 8.5MB]

Download the 30-second television commercial “I’m not afraid to die” [MPEG | 9.8MB]

Download the 30-second television commercial “If I could stop one person” [MPEG | 8.6MB]

Download the 15-second television commercial “Quitline” [MPEG | 3.5MB]

Download the press ad “What it’s like to die of lung cancer” [PDF | 400KB]