The fag end

Advertisement>> Smoking • The UK

Last Updated: Saturday 04 July 2015

imageThe British government’s department of health is on a mission to dissuade smokers. In mid-January, it will launch a series of hard-hitting advertisements featuring people smoking cigarettes with a tumour growing from the end.

The ads will tell smokers that just 15 cigarettes can cause a mutation that leads to cancerous tumours in what marks a return to shock campaigning. “We want to catch all smokers but particularly the young who won’t have seen hard hitting campaigns before.

They don’t understand what damage is happening in their bodies,” Sally Davies, UK’s chief medical officer, said. The ads follow the Stoptober campaign, which saw over 270,000 smokers sign up in a mass attempt to quit smoking two months ago. The ad campaign has received the backing of Cancer Research UK.

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