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CDC Hopes Graphic 'Stoma' Ad Featuring Man With Tracheotomy Will Shock Smokers Into Quitting

"It's not every day we release something that will save thousands of lives."

ATLANTA (The Blaze/AP) -- Who wants to see a gaping hole in their neck every morning? The answer the Center for Disease Control and Prevention is banking on is nobody. Today, the CDC launches a graphic media campaign that it hopes will be jaw-dropping enough to lead smokers to kick the habit.

The billboards and print, radio and TV ads show people whose smoking resulted in heart surgery, a tracheotomy, lost limbs or paralysis. The $54 million campaign is the largest and starkest anti-smoking push by the Centers for Disease Control and Prevention and its first national advertising effort.

The agency is hoping the spots, which begin Monday, will persuade as many as 50,000 Americans to stop smoking.

"This is incredibly important. It's not every day we release something that will save thousands of lives," CDC Director Dr. Thomas Frieden said in a telephone interview.

That bold prediction is based on earlier research that found aggressive anti-smoking campaigns using hard-hitting images sometimes led to decreases in smoking. After decades of decline, the U.S. smoking rate has stalled at about 20 percent in recent years.

Advocates say it's important to jolt a weary public that has been listening to government warnings about the dangers of smoking for nearly 50 years.

"There is an urgent need for this media campaign," Matthew Myers, president of the Campaign for Tobacco-Free Kids, said in a statement.

The CDC was set to announce the three-month campaign on Thursday.

One of the print ads features Shawn Wright from Washington state who had a tracheotomy after being diagnosed with head and neck cancer four years ago. The ad shows the 50-year-old shaving, his razor moving down toward a red gaping hole at the base of his neck that he uses to speak and breathe.

An advertising firm, Arnold Worldwide, found Wright and about a dozen others who developed cancer or other health problems after smoking for the ads.

Federal health agencies have gradually embraced graphic anti-smoking imagery. Last year, the Food and Drug Administration approved nine images to be displayed on cigarette packages. Among them were a man exhaling cigarette smoke through a tracheotomy hole in his throat, and a diseased mouth with what appear to be cancerous lesions.

Last month, a federal judge blocked the requirement that tobacco companies put the images on their packages, saying it was unconstitutional.

Graphic ads are meant to create an image so striking that smokers and would-be smokers will think of it whenever they have an urge to buy a pack of cigarettes, said Glenn Leshner, a University of Missouri researcher who has studied the effectiveness of anti-smoking ads.

Leshner and his colleagues found that some ads are so disturbing that people reacted by turning away from the message rather than listening. So while spots can shock viewers into paying attention, they also have to encourage people that quitting is possible, he said.

The CDC campaign includes information on a national quit line and offers advice on how to kick the habit, CDC officials said.

Here's a PSA the CDC released earlier this month:

Earlier this year, the CDC also released a report on smoking among youth and young adults, stating that each day nearly 4,000 individuals under 18 years of age light up for the first time. The report states that the CDC will be targeting efforts to youth as 99 percent of today's smokers had their first puff before age 26.

One last thing…
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