It is time to get serious as a 61-million-dollar anti-smoking advertising campaign linking a smoker's cough to lung cancer is set to be launched in Australia.
The message funded by the federal government is graphic and simple: every cigarette brings cancer closer, reports the Sydney Morning Health.
Health groups have supported the campaign but advertising industry experts say the public has become increasingly immune to scare campaigns.
The graphic television component will be screened during prime time.
It features a father of a young family struggling with a chronic smoker's cough in everyday scenarios - at work, a barbecue with friends, at home with his wife and children - and ends with a telling, close-up shot of a bloodied handkerchief.