Public Health England (PHE) has launched a campaign to highlight the damaging effect smoking has on the heart, as it is revealed that 45 people a day die of cardiovascular disease (CVD) caused by smoking – over 16,500 a year in England. In the West Midlands, nearly 16% of adults still smoke. CVD includes all diseases of the heart and circulation – including heart attacks and strokes. The disease is one of the main causes of death and disability in the country and quitting has been identified as the single best thing a smoker can do to protect their heart. CVD is usually associated with the build-up of fatty deposits clogging up the arteries, known as atherosclerosis, that can block the flow of blood to vital organs and eventually cause fatal heart attacks and strokes. Smoking increases the risk of heart disease by around a quarter (24%) and doubles the risk of heart attack or stroke.
The latest hard hitting campaign from PHE coincides with the first year when all cigarettes sold in the UK will be in standard packs with all attractive branding removed. The packs, which will be mandatory from May, feature graphic picture and text health warnings, several of which illustrate how smoking causes cardiovascular disease and death.
Public Health England insights show that the two biggest motivators for smokers to quit are for their health and their families. PHE has released a new emotive short film featuring children’s TV doctor Dr Ranj working with primary school children at Earlsdon Primary School in Coventry, to create their own heartfelt messages about the dangers of smoking. The messages, inspired by the introduction of standard packs, focus on the damage smoking does to the heart and circulatory system.
Dr Lola Abudu, director of Health and Wellbeing for PHE West Midlands, said: “Whilst smoking rates across the West Midlands continue to decline there are still too many people in the region risking their health and lives by continuing to smoke; in some parts of the region as many as 19% of adults smoke.
“We know that the majority of smokers want to give up and the good news is that there are now many ways in which to get help and support. Smokers just need to choose the approach to quitting that works best for them whether that’s an app, Quit kit, email support, SMS or face to face guidance - all of these are available. You can find more information about the support offered by searching ‘Smokefree’ online.”
Chief Medical Officer, Professor Dame Sally Davies, said: “Smoking is the biggest cause of premature death in England, accounting for almost 78,000 deaths a year. For every death caused by smoking approximately 20 smokers suffer from a smoking-related illness.
“However, you can change this. Stopping smoking will have a dramatic positive impact on your health and the health of those around you, especially children, and is the single best health decision you can make this New Year.”
Dr Ranj Singh, TV and NHS doctor said: “The new film featuring primary school children really brings home the damage that smoking does to your cardiovascular system. Most people are well aware of the effects of smoking on the lungs, but are less aware of the awful impact it also has on the heart and arteries. We know that many people quit smoking for their family, and this film shows just how passionately children want to protect the health of smokers and want to help them quit.”
The campaign launches on the 30 December with TV and digital advertising showing NHS Smokefree ‘Rotten Roll-up’ and ‘Mutations’ adverts, which highlight the serious damage that cigarettes can cause. The campaign encourages smokers to search ‘Smokefree’ online for free quitting support and tools.