HEA takes hard line on youth smoking

Cancer and lung disease victims telling their own harrowing stories of how smoking destroyed their lives are being featured in a new Government TV campaign to convince young people that cigarettes are ’uncool’.

Cancer and lung disease victims telling their own harrowing stories

of how smoking destroyed their lives are being featured in a new

Government TV campaign to convince young people that cigarettes are

’uncool’.



Abbott Mead Vickers BBDO has produced the films, part of a pounds 2.5

million initiative that attempts to shatter the belief of many 16- to

2l-year-olds that they can smoke while young and give up without risking

damage to their health in later life.



Such testimony is contradicted by three relatively young people

suffering from smoking-related diseases. They include Tracey Cotton, 36,

a mother of two, who started smoking at 13 and now suffers from lung

cancer and a brain tumour, and Sylvestor Khokar, 32, whose smoking habit

caused him to have three heart attacks last year.



Another victim, David Vaughan, 50, a bronchitis and emphysema sufferer,

says: ’Fifty per cent of my lungs don’t work any more and each day that

goes by the other half is deteriorating.’



Peter Souter, AMV’s creative director and his art director, Paul

Brazier, devised the films, which are a response to research showing

that almost two out of three school pupils who smoke think they are no

more likely to get lung cancer than others of their own age. The ads

were directed by David Garfath for Paul Weiland Films.



Meanwhile, the Government is facing criticism from Labour MPs over its

decision to exempt direct marketing from the European Union ban on

tobacco promotion.



After weeks of confusion over whether direct mail would be outlawed,

Whitehall sources confirmed this week that ministers wanted a new

voluntary agreement with the tobacco industry. (Campaign, 7

November).



Labour MPs will now urge ministers to change their mind and hit direct

mail. Kevin Barron, Labour chairman of the all party Commons committee

on smoking and health, said: ’I believe we should have comprehensive

legislation that stops the promotion of tobacco products full stop.’



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