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World’s most effective anti-alcohol ad

An Australian ad showing alcohol being absorbed into the bloodstream, spreading and causing cancerous cell mutations in the liver, bowel and throat, has been named the world’s most effective at making people reconsider their alcohol intake.

Researchers tested 83 English-language alcohol advertisements on 2,174 adults who regularly consume alcohol.

According to the Cancer Council of Australia, over 3,200 cases of cancer could be prevented each year nationally if people limit their alcohol consumption.

How did the ad work?

Cancer Council Victoria & Curtin University in Australia and Ohio State University explain in the British Medical Journal what features made it so powerful.