World Cancer Declaration Target: 
Target 3 Reduce exposure to cancer risk factors
Campaign title: 
Make Smoking History: Meet Mick 30
Description of the campaign: 
The campaign tells the story of real-life smoker Michael 'Mick' Roberts and his battle with emphysema. In a series of television ads, Mick speaks directly to the camera and engages viewers by re-counting how his smoking has directly affected him and the people around him, namely his family.
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