Regional campaign launches with 100 days to go until the UK’s first smokefree generation reaches adulthood
People who smoke in Plymouth are being encouraged to think about the moments that matter most to them, as a major regional campaign launches to help more people quit smoking for good.
At the heart of the campaign is a simple but powerful question for the 33,500 people who still smoke in Plymouth: “What will you miss?”
The campaign launches with 100 days to go until 1 January 2027, when the UK’s smokefree generation law takes effect, meaning anyone born on or after 1 January 2009 will never legally be sold tobacco.
The law will help to stop the next generation from ever starting. It does not change anything for adults who smoke today, and that is who this campaign is for — the 33,500 people across Plymouth who smoke now.
Smoking remains the biggest preventable cause of illness and early death in the South West. Every year, around 6,600 people in the region die from smoking-related illnesses; the equivalent of around 18 lives lost every day.
In Plymouth, around 380 people die each year from smoking-related illness, and 15.2% of adults smoke.
Smokefree South West, a partnership of 15 local authorities working alongside the NHS, is launching the “What Will You Miss?” campaign ahead of Stoptober to encourage people who smoke to take the first step towards quitting and access free local support. Plymouth City Council is among the local authorities supporting the campaign.
The campaign is based on a successful approach developed by Greater Manchester’s Make Smoking History programme, alongside people who smoke.
The emotionally-led campaign will be shown on television, radio and social media to people across the South West, alongside a range of other local campaign activity in Plymouth.
At the centre of the campaign is a film that follows a bride on her wedding day, surrounded by family but missing the one person she most wanted there.
It carries a simple message: smoking doesn’t just take years from your life, it takes you away from the moments that matter most.
A recent survey of more than 1,600 people who smoke across the South West found many already want to quit, but struggle to convert that motivation into action. While health concerns are among the strongest reasons people consider stopping smoking, the survey found around two in three people who smoke do not have any current intentions to quit.
The research also found that most people who smoke have already tried to quit at least once, but confidence remains low, with many doubting their ability to stop successfully.
The campaign aims to make the risks of smoking more tangible, motivate quit attempts across the region, and quickly connect people to effective support.
Mel Edwards, Wellbeing Services Manager said,
“Following the success of this campaign in Greater Manchester, I am hopeful it will resonate with the smokers in Plymouth and encourage them to reach out and take the first steps to being smokefree. The more people can do to look after their health and wellbeing, the longer they can be with their family, friends, and loved ones, enjoying precious times and making memories. If you have been thinking about quitting, this is the moment to join the thousands of people who are quitting in Plymouth. Get in touch with our team and we will help you find an approach that works for you.”
“We know most people who smoke want to stop, and that many have tried before. The good news is that people are up to three times more likely to quit successfully with the right support, and that support is free, local and available right now through One You Plymouth and some GPs in Plymouth”
Professor Steve Maddern, Director of Public Health at Plymouth City Council, said:
“In just 100 days, a baby born today will grow up in a country where they can never legally buy cigarettes. That’s a historic moment and a huge step forward for future generations.”
“But for the 35,500 people in Plymouth who smoke today, many of whom have tried to quit more than once, that future can feel a long way off. This campaign is for them.”
“Smoking remains one of the biggest causes of ill health and health inequality in our city, but the good news is that it’s never too late to quit. People who stop smoking often tell us they feel healthier, happier and are saving hundreds of pounds every month.”
Local support information
People in Plymouth who want to stop smoking can get free support from One You Plymouth, including free nicotine replacement therapy, vape starter kits, and 1-1 support from trained advisors.
To find out more, visit www.smokefreeplymouth.org.uk or phone 01752 437177
