Anti-smoking ads get nasty to smash home the message
DERBYSHIRE people are being told that just 15 cigarettes could prove fatal in a new hard-hitting anti-smoking campaign.
Smokers will be told that three quarters of a packet can cause a mutation that could lead to tumours.
New adverts – featuring a tumour growing on a cigarette as it is smoked – are the first shock adverts since the "fatty cigarette" ad eight years ago.
They aim to encourage people to quit by making the invisible damage visible.
The campaign comes in response to statistics that show more than a third of smokers still think the health risks associated with smoking are greatly exaggerated.
The campaign is supported by charities including Cancer Research UK.
Since the last campaign in 2004, it is estimated that more than 570,000 people have died from smoking related diseases.
David Walker, director for public health for NHS Midlands and East, said: "If you are a smoker, stopping smoking is the single best change you can make to improve your health and the new year is a great time to make positive changes."
For more information, visit www.smokefree.nhs.uk.