New, hard-hitting anti-smoking adverts from HSE

Gerry Collins shares his story of terminal lung cancer in new phase of QUIT Campaign The HSE's QUIT campaign launched a new TV advert on 30th December, 2013, featuring an emotive message from Gerry Collins from Greystones in Co. Wicklow, who has terminal lung cancer caused by smoking. Gerry and his family have generously volunteered to be part of this new phase of our QUIT campaign, in the hope that their story will inspire and encourage smokers to quit. In 2011, Gerry Collins was one of three people featured in the QUIT campaign's films and TV adverts, telling his story of recovery from tobacco-related throat cancer. In summer 2013, Gerry contacted the HSE to let us know that, sadly, he had been diagnosed with terminal lung cancer, and to ask if this new chapter in his story could form a new phase of the QUIT campaign, which is a partnership between the HSE and the Irish Cancer Society.  Dr. Stephanie O'Keeffe, HSE National Director of Health and Wellbeing, said today at a preview of the adverts: 'Gerry and his family, having reflected on their previous experience with QUIT and the HSE, have allowed us a window into their family life, and into how they are coping with and reacting to Gerry's diagnosis. By working with us to create new, hard-hitting TV commercials; discussing his smoking, his illness, his expected death and the anticipated loss to his family; Gerry hopes to inspire other people to quit smoking and help them to avoid the pain of illness and premature separation from their loved ones.' Gerry's new adverts will be used on TV, radio and online from this week onwards, and the first of these can be viewed here. 

TV Advert:

Online Extended Version:

 Dr. Fenton Howell, National Tobacco Control Advisor, Dept of Health, said: 'This new campaign was developed following a detailed review of evidence of similar campaigns undertaken around the world, and review of responses to first phase of the QUIT campaign. This review shows that testimonials like Gerry's have a track record of being hugely effective in smoking cessation campaigns. Gerry's unique and profoundly generous offer to create these adverts has given the HSE an opportunity to tell a powerful and impactful story and to help a lot of smokers make a quit attempt.' Gerry Collins, attending the preview event with his family and friends, said: 'There were three reasons I decided I wanted to do this - firstly it was for myself, a positive thing for me to invest my energy in while dealing with my cancer. Secondly, I thought it would be good for my family, creating something powerful and meaningful for my kids to look back on. And finally, if even one person stops smoking because of what we've done, then it will all be worth it for me'. John McCormack, CEO of the Irish Cancer Society said: 'We are very grateful to Gerry Collins who has shown extreme bravery and generosity in allowing us the privilege of sharing this precious time in his life. I am certain that as a result of Gerry sharing his honest account of being a smoker and the impact smoking has had on his health, other smokers will be moved to take action and finally quit smoking for good and non-smokers will resist the temptation to start.' You can QUIT - we can help:Thousands of people will make the decision to try to quit smoking this week - or later on this year. We provide a range of free services that have been proven to double their chances of succeeding. 

• Visit www.quit.ie and sign up for an online QUIT plan
• Call the QUITline 1850 201 203
• Join our Facebook support group www.facebook.com/HSEquit (64,000 and growing)
• Talk to your GP or pharmacist for help, and also supports and medications