Hard-hitting campaign highlights link between smoking and stroke

The link between smoking and stroke is the focus of a hard-hitting anti-smoking campaign launched today at the Health Promotion Agency by Dr Henrietta Campbell, the Chief Medical Officer for Northern Ireland, as part of a drive to reduce almost 3,000 premature deaths caused by smoking each year.

The central television advertisement in this major campaign which will run until the end of March 2003 shows in graphic detail the link between smoking and stroke by featuring a blood clot in the brain of a 38 year old smoker. This is the second phase in the, Every cigarette is doing you damage, campaign which aims to raise smokers’ awareness of the health effects of smoking and in particular that health damage leading to serious disease starts immediately a person begin to smoke.

Speaking during the launch Dr Brian Gaffney, Chief Executive of the Health Promotion Agency, said: “Qualitative research conducted by the Agency showed that there was limited awareness of the link between smoking and stroke among smokers. This advertisement aims to improve knowledge of this health effect. The images used in the advertisement are graphic and realistic, and will confront, challenge and perhaps shock smokers showing that stroke could strike at any time in their life.”

“The campaign also aims to raise awareness of the support available to smokers and we are delighted that today marks the launch of a new free phone helpline service for Northern Ireland with the telephone number 0800 858585. One of the advertisements developed as part of this campaign will promote the helpline service which will provide valuable support for those trying to quit.

Dr Gaffney continued: “Research shows that the first phase of this campaign which was launched this time last year proved very effective with three out of five smokers and ex-smokers who saw the advertisement saying it encouraged them to stay off or quit cigarettes. Also, the yearly quit rate increased from 19% to 24% - this means that the increase in the number of those attempting to quit rose by 20,000 smokers.”

The campaign also includes television advertisements promoting the range of nicotine replacement therapies available to help smokers who are trying to quit, as well as radio, billboard and bus advertising. A range of printed materials have also been produced as part of this campaign and will be distributed to GP surgeries, pharmacies and dentists.

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The launch will take place on Tuesday 7 January 2003 at 10:30am at the Health Promotion Agency, 18 Ormeau Avenue, Belfast. A media facility will be available from 10:15am when Dr Henrietta Campbell, Chief Medical Officer, and Dr Brian Gaffney, Chief Executive of the Health Promotion Agency will be available for interview.

Inpatient care linked to smoking in Northern Ireland costs £22 million per year and one million working days are lost each year as a result of smoking.

For those who have made a commitment to giving up there are a number of smoking cessation services available in Northern Ireland through Health and Social Services, Boards and Trusts and the Ulster Cancer Foundation. The helpline will be able to direct those trying to quit to support services in their area. Support and advice for smokers wanting to stop can also be provided by GPs and pharmacists.