23rd July 2014
“I want them to see how it tears apart a family.” These were the words of Zita Roberts, who died in 2007.
TOMORROW, July 24, Quit Tasmania will relaunch of “Zita’s Story” on Tasmanian television.
The original 2006 campaign featured Zita Roberts, a 37-year-old mother of three who was terminally ill from lung cancer caused by her smoking. Zita had bravely shared her story on Channel 7’s former Today Tonight program, hoping that her story would encourage others to quit and save them from a similar fate.
Zita’s story proved to be so powerful that with the generous permission from Channel 7, Zita and her family, footage was used to develop what became a national media campaign.
The end result was a compelling and emotional insight into the devastating effects of Zita’s illness not just on herself, but on her family and prompted many Australian smokers to quit for good.
This year her family granted permission for the advertisements to be aired again, continuing Zita’s legacy. Her children have bravely added their own personal messages to their mother’s campaign.
Cancer Council Tasmania’s CEO Penny Egan said many Tasmanians will remember Zita.
“Zita’s powerful words will be remembered and now with her children sharing their own experiences, her story continues,” Mrs Egan said.
Mrs Egan said the campaign’s objectives are to:
- Encourage smokers to realise and understand the damage cigarettes cause to their health
- Encourage smokers to realise the negative impact smoking has on their loved ones
- Prompt those who are currently thinking about quitting to actively plan a quit attempt
The new Zita campaign will air for four weeks till the end of August, with ads featuring Zita alone and each of her children.
To view the ads, visit: http://quittas.org.au/latest-news and on the Quit Tasmania Facebook page.
Media contact: A.Mark Thomas, M&M Communications, 0422 006 732