33% of Australian smokers light up when they see anti-smoking campaigns

Thursday 30 June

'Tarmy’ invades Sydney and Melbourne to raise awareness about the damage tar can cause to smokers’ lungs

Australian smokers have little understanding of the impact of tar on their lungs[i], despite it posing a major threat to lung health according to new research commissioned by Pfizer Australia, to mark the anniversary of the enclosed spaces smoking ban, introduced four years ago[ii].

The research also highlights how difficult it is for smokers to quit. While almost one in five (18%) current smokers say they decided to quit smoking in response to advertising campaigns[iii], 33% say they actually light up in response to anti-smoking advertising[iv] and 29% of smokers look the other way[v]. 

Dr Lucy Morgan, a leading Sydney respiratory specialist says: “Smoking has many damaging effects on the body, including well known effects on the heart and cardiovascular system. It is important to understand that the accumulation of tar in the lungs also presents particular risks to smokers. Tar accumulation is one of the key causes of lung cancer. Almost one in five cancer deaths are due to lung cancer.”

The research found that some 27% of current smokers underestimate the amount of tar inhaled into their lungs[vi], while 72% actually overestimate the volume inhaled[vii]. In addition, only 31% of current smokers are aware of how quickly the body can recuperate from tar accumulation once they quit smoking[viii].

Despite this lack of understanding about the amount of tar on their lungs, tar accumulation was rated as the third most significant reason current smokers would quit smoking (76%)[ix], behind general health impacts (87%)[x] and tax increases on cigarettes (81%)[xi].

In conjunction with the release of the research, Pfizer Australia is seeking to raise awareness about the effect smoking has on the lungs through its ‘‘Tarmy” campaign. This unique Australian campaign features a collection of 10 silhouetted figures placed in prominent locations in Sydney and Melbourne. Each figure represents a different smoker profile, from the social smoker who has inhaled 288 grams of tar in their lungs as a result of weekend smoking, to the heavy pack-a-day smoker, with an addiction of more than 55 years, and who has inhaled around 4.1 kilograms of tar in their lungs[xii].

The research, released four years after smoking was banned in enclosed public places in NSW and Victoria, points to the difficulties in changing smoker behaviours. It found that 76% of very heavy smokers[xiii] say the ban has not affected their smoking addiction. It also found that anti-smoking advertising provokes an emotional response in current smokers, with 47% feeling concerned about themselves[xiv] and 32% feeling guilty about their addiction[xv].

“Quitting smoking requires a combination of approaches, including medical support and counselling, added Dr Morgan. Smokers are right to be worried about the health impacts of smoking and I encourage them to seek support to help them quit.”

A resource to help smokers who are considering quitting is available at www.doortoquitting.com.au. The site helps smokers understand the nature of nicotine addiction, provides tools and strategies to help encourage smokers to quit and offers sound advice to ensure they are on the path to recovery.

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