61 Broadway, Suite 2800 t +1 . 21 2 . 5 42 . 8 8 7 0
New York, NY f +1 . 21 2 . 5 42 . 8 8 7 1
10006 USA worldlungfoundation.org
Tobacco Control
Mass Media Resource
Anthony
Target Audience Length Year Language(s)
Adult smokers, esp. 40 s TK English
parents
Adaptability Licensing
2 C
Learn about adaptability and
licensing ratings on the first page of
this document or on the web at
www.worldlungfoundation.org/mmr
Key Messages
• Smoking causes pain and suffering to smokers and their families.
Summary
Anthony lies in a hospital bed and speaks to the camera about his condition. He has throat
and lung cancer. He talks about his future plans to see his daughter. Text tells us that
Anthony died 10 days after filming the ad and never got to see his daughter.
Transcript
Anthony: They call it throat cancer. They’ve come in and removed my voicebox. Before
they’d did this, they found out, I’d got lung cancer as well. So, future plans right now are,
Alexandra, my eldest is coming over here for a holiday, December 13th. I will be alive for
that.
Text: Anthony died 10 days after filming this. He never got to see his daughter.
VO: Call 0800 169 0169.
Text: www.givingupsmoking.co.uk The NHS Smoking Helpline. 0800 169 0169. Don’t give up
giving up.
Other Materials Available
• TK
Licensing Note
Permission obtained from family; need to negotiate talent fee if voiceover is used.
For more information and technical assistance on planning, implementing and evaluating effective mass
media campaigns for tobacco control, please contact WLF at massmedia@worldlungfoundation.org