I got throat cancer at 39 from smoking
Ronaldo Martinez tells his story in New York city (in english and in spanish) with 4 different TV ads, radio ads and billboards. LISTEN
NEW YORK CITY – April 25, 2007
– The Health Department today unveiled a two-pronged effort to help
smokers quit. From now through May 15, the Health Department will offer
nicotine replacement at no cost to smokers who request it through 311.
This year's offer includes nicotine gum as well as patches. The Health
Department is also launching a multimedia advertising campaign
featuring Ronaldo Martinez, a former smoker who lost his voice to
throat cancer at age 39.
"Nine out 10 smokers want to quit, but quitting can be tough," said
Health Commissioner Dr. Thomas R. Frieden. "Most New Yorkers who ever
smoked have already quit. For those who are still smoking, a nicotine
patch or gum can double your chances of quitting for good. New Yorkers
who want help quitting should call 311 today." Smoking remains the leading preventable cause of death in New York
City. Cigarettes kill 9,000 New Yorkers a year—more than 25 every
day—and more than 1 million people still smoke. In the new advertising campaign launched today—which includes an
interactive internet component—Mr. Martinez recounts how much he has
suffered from smoking. He developed throat cancer at 39, and now
breathes through a hole in the front of his neck and can only speak
through a mechanical device. The campaign features Mr. Martinez
speaking in amplified vibrations from his throat to produce monotone
speech. The tagline: Nothing Will Ever Be the Same. The ads will run on television and radio, as well as in subways,
check cashing outlets and on payphone kiosks in English and Spanish.
Internet ads will allow people to email an audio message in Mr.
Martinez's voice to friends and loved ones to encourage them to quit.
This feature, along with other components of the campaign, is
accessible at nyc.gov/health. "Mr. Martinez's powerful story shows us that the effects of smoking
can be painful and disabling," said Dr. Frieden. "His honesty about how
smoking has changed his life forever has already inspired many people
to quit."
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