BetaHCF Case Studies Library is in beta. We're still adding campaigns and fixing things.
HCF Case Studies Library

← All campaigns · Open in the library

abcnews.go.com

NYC Health Department graphic anti-smoking ads

Also: Cigarettes Are Eating You Alive (later adaptations)

New York City Department of Health and Mental Hygiene graphic and testimonial anti-smoking ads (US-NY, New York City) from 2006, starting with reprised Massachusetts ads of throat-cancer survivor Ronaldo Martinez and later featuring smokers such as Marie, an amputee, alongside free nicotine-patch giveaways. A 2009 rule requiring graphic signs at tobacco retailers was struck down in court.

Years
2006–now
Country
United States
Topic
Tobacco
Asks people to
Seek helpStop
Strategy
Cessation service linkFear appealPolicy pairedTestimonial
Channel
OutdoorPrintTV
Audience
Adults

Evidence

ProcessUnknown

The city reported about 15,000 calls about quitting in the first months of 2006 after the Martinez ads, vs 5,000 in the same period of 2005 (ABC News). City-wide adult smoking fell 11% (21.6% to 19.2%) from 2002 to 2003 under a package of taxes, smoke-free law, patches and education, with taxes the largest contributor (Frieden 2005); that study predates the graphic ads.

Sponsor (who paid)

  • New York City Department of Health and Mental Hygiene State local government, funder and creator

Credits (who made it)

Not recorded yet.

Related campaigns

Sources

  1. ABC News: Anti-Smoking Ads Shock Viewers in NYC news · 2006
  2. New York Sun: New City Advertising Campaign Promotes Free Nicotine Patches news
  3. NBC News: Court rules New York can't gross smokers out news · 2012
  4. Frieden TR et al. Adult tobacco use levels after intensive tobacco control measures: New York City, 2002-2003. Am J Public Health 2005;95(6):1016-23 reference · 2005 · DOI 10.2105/AJPH.2004.058164 · PMID 15914827

Research notes

US-NY (NYC). The "Cigarettes Are Eating You Alive" concept was developed by NYC DOHMH and later adapted by Cancer Institute NSW (Australia). No peer-reviewed evaluation of the NYC ads themselves was found; check Farrelly/NYC DOHMH reports. Ad library search: "NYC Health", "NYC Health Department", "NYC Quits". Evaluation links reviewed 2026-10-22: Frieden 2005 set to reference; it covers 2002-2003 tobacco control measures and predates the graphic ads (2006+).

Record cases/nyc-graphic-antismoking-ads.json, updated 2026-10-22· Link to this campaign