QUIT.IE: Gerry

In 2011, Gerry Collins was one of three people featured in the Cawley NEATBWA Ireland's QUIT campaign's films telling his story of recovery from tobacco-related throat cancer. The campaign was based on a stark fact, which is not well known among the public 1 in every 2 smokers will die of a tobacco related disease. Only 7% of people know that 1 in every 2 smokers will die of a tobacco related disease. However, in summer 2013, the stat hit home a little harder. He was no longer a 2, but now a 1. Gerry contacted the HSE (National Health Services Ireland) who informed the agency that sadly, he had been diagnosed with terminal lung cancer. Together with Gerry we wanted to tell this new chapter in his story and use it to form a new phase of the QUIT campaign.
Gerry and his family allowed us a window into their family life, and into how they coped with and reacted to Gerry's diagnosis. By working with us we were able to create hard-hitting films, TV and radio commercials; discussing his smoking, his illness, his expected death and the anticipated loss to his family. Over the course of a couple of months we rolled out his story in three parts. Launching on 1st of January 2014. Shortly after making all the films he died at the age of 57 in honor of his spirit we bookended the campaign by compiling a short documentary about his life for national TV channel RTE.
Even though his life ended, his story continues to live on.