NSW targets largest cause of cancer deaths: lung cancer

State Plan Target S2: Reduce the number of potentially avoidable deaths for people under 75 to 150 per 100,000 people by 2016

S3: Continue to reduce smoking rates by 1 per cent per annum to 2010; then by 0.5 per cent per annum to 2016

The NSW Government has commissioned a graphic new $1.4 million advertising campaign which will leave smokers in no doubt about the very real and fatal consequences of lung cancer.
Premier Morris Iemma and Assistant Health Minister (Cancer) Verity Firth marked National Lung Cancer Awareness Day by launching the anti-smoking salvo.
"These are graphic ads with a graphic message - smoking kills," Mr Iemma said.
"Lung cancer kills more of its victims than almost any other cancer. In fact one in two lifetime smokers will die from their habit.
"The Government makes no apologies for the confronting nature of these ads. If it saves just one life, it will be worth it.
"That's why the NSW Government has set aside $1.4 million to develop and air a new public health campaign targeting the single biggest preventable cause of lung cancer - smoking.
"It is time smokers got the message: lung cancer is the single largest cause of cancer deaths in NSW."
The startling smoking statistics:

• Tobacco is the largest cause of preventable death and disease, with one in two lifetime smokers dying from their habit - that's 6,600 deaths each year;
• Smoking increases the risk of cancer, and is responsible for cardiovascular and respiratory diseases;
• One in five of all cancer deaths are caused by smoking;
• 80 per cent of new lung cancer cases are caused by smoking;
• For every person who dies in a motor vehicle accident, more than 10 die prematurely from using tobacco products; and
• The annual cost to the economy of tobacco smoking has been estimated at $6.6 billion - of this, almost half a billion dollars is borne by the NSW health system.

Ms Firth said an effective treatment for lung cancer remained elusive to modern medicine, with prevention still by far the best cure.
"In the new ad, Broncoscopy, the whistling-noise of a smoker's breathing indicates the presence of advanced lung cancer, which is found blocking the airway when viewed through the lens of a broncoscope," Ms Firth said.
"Like our previous highly successful anti-smoking campaigns, the next TV commercial demonstrate the very real health consequences of smoking.
"We will use graphic and confronting images to highlight and reinforce the very poor prognosis for anyone diagnosed with lung cancer.
"The use of graphic and confronting images has already contributed to a dramatic reduction in the number of smokers in NSW.
"In fact, the smoking rate here in NSW is one of the lowest in the developed world.
"Our new quit-smoking campaign - due to hit TV screens mid-December - will maintain the momentum being generated by our decision to bring back the iconic ‘Sponge' ad - one of the most powerful quit-smoking campaigns ever produced.
"These campaigns will also complement the recently introduced ban on indoor smoking at the State's 3,700 licensed establishments, giving smokers yet one more good reason to quit."
In the past three years, an estimated 150,000 smokers have kicked the habit, saving lives and saving the State's economy between $1 and $2.5 billion over the next two decades.
"While we are making real progress in the fight against cancer, I believe there is still more the Government can do, particularly when it comes to the community's understanding of lung cancer and the futility of current treatments," said Ms Firth.
The NSW Government's Cancer Institute will produce the new commercial as part of its comprehensive focus on lung cancer.