Major new anti-smoking campaign targets young women

Young female smokers are the primary focus of a major new public information campaign launched today by the Health Promotion Agency for Northern Ireland (HPA).

Smoking among young women in Northern Ireland is on the increase, with more than twice as many females than males now smoking in the 16-19 year old age group (31% vs 13%). Additionally, almost a third (32%) of mothers here are smoking before or at some stage throughout their pregnancy, and this is most prevalent in the under 20 age group.¹, ²

The new campaign has been developed to raise awareness of the dangerous chemicals in cigarettes and the cumulative damage that every cigarette causes. The campaign also highlights the lesser known long-term health effects of smoking including mouth cancer, gangrene, and the consequences to unborn babies of smoking during pregnancy.

Dr Brian Gaffney, Chief Executive of the HPA, said: "Although we now have smoke-free legislation in place we cannot be complacent about the level of smoking in Northern Ireland. Smoking figures for young women aged 16-19 are especially worrying as they are increasing at an alarming rate and sit currently at an all time high.

"Through this campaign we want to highlight to all smokers and in particular young female smokers, that every cigarette has over 4,000 poisonous chemicals, including those found in rat poison, paint stripper, nail polish remover and household bleach, and smoking delivers these straight into your body.

"Three-quarters of smokers want to quit but need support to motivate them into taking action. The good news is that when a smoker does quit, the benefits start immediately. Within 24 hours carbon monoxide will be eliminated from the body and within 48 hours there is no nicotine left in the body. This is just the start of the repair process and the enormous positive effects those who quit will experience."

Health is the main reason smokers attempt to quit and encouragement from family, in particular children is a key motivating factor.

The HPA carried out qualitative research and tested a number of messages and creative approaches in developing the campaign. The testing highlighted that focusing on the 4,000 chemicals inhaled through smoking not only shocked smokers but was motivational in getting them to think about the damage every cigarette does to their health. Graphic images of the mouth cancer, gangrene foot and pre-term baby were also regarded as powerful in reinforcing the anti-smoking message.

The new campaign includes television, radio, online and poster advertising as well as a text service that provides smokers with support and advice. Smokers can get help and support by texting 'QUIT' to 60900 or calling the Smokers' Helpline on 0800 85 85 85. The posters and information leaflets will be distributed to primary care facilities.

END

For media enquiries contact the HPA Press Office on Tel: 028 9031 1611.

¹Northern Ireland Statistics and Research Agency. Continuous Household Survey 2006-07. Belfast: NISRA, 2007

²The Information Office. Infant Feeding Survey 2005. London: Information Office, 2007.