This campaign features Mick Roberts, a 49 year old man from Geelong who suffers from Chronic Obstructive Pulmonary Disease (COPD) - commonly known as emphysema.

Originally developed by Quit Victoria, the campaign aims to encourage people to give up smoking by demonstrating that smoking will affect your life in the future and that the effects of emphysema are irreversible.

By illustrating Mick's vast decline in quality of life, the campaign delivers a compelling message to quit smoking: "Smoking takes lives" - emphasising that smoking doesn't have to kill you to take your life.