Background: In 2005, 36 year old Zita Roberts approached The Cancer Council Western Australia eager to share her story in the hope of helping others to quit smoking. Tragically Zita, a mother of three, has terminal lung cancer from smoking. The Council's Make Smoking History campaign arranged for a local current affairs program to air Zita's story. Her exceptional capacity to reach out to others and the emotive power of her plight prompted the Council to plan a unique new campaign involving Zita.

Strategy: A new suite of television advertisements featuring Zita and her children was developed and aired in 2006. Immediate family members were involved in all stages of campaign development and approvals. Media publicity around the campaign was exceptional given Zita's willingness to participate and involve her family. Evaluation results found this to be Make Smoking History's most successful campaign to date, in no small part due to Zita's capacity to touch the hearts of the Western Australian community with her bravery, honesty and heartfelt appeal to smokers.

Conclusion: Working on this campaign has been exceptionally rewarding for Council staff but has also presented many challenges, both professional and personal. Ongoing media interest has required Council staff to assume a gatekeeper role whilst not usurping Zita's right to tell her story. Despite ongoing contact and friendship with Zita and family, staff must uphold a duty of care and manage relationships appropriately, part of which involves self-care during what can be a difficult and emotional process.