A new regional campaign launches across Cornwall this week to help more people quit smoking for good.
At its heart is a simple but powerful question for the 52,000 people who still smoke in Cornwall: What will you miss?
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.
Smokefree South West, a partnership of 15 local authorities working alongside the NHS, is launching the ‘What Will You Miss?’ campaign ahead of Stoptober.
In Cornwall, it aims to encourage smokers to take the first step towards quitting and access free local support through Healthy Cornwall.
The campaign will be featured on television, radio and social media to encourage smokers to make a quit attempt and contact their local stop smoking services.
At the centre 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 smokers 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.
Cllr Thalia Marrington, Cabinet Member for Community Safety and Public Health at Cornwall Council, said:
“Up to two in three smokers die around 10 years early, unless they quit. Too many lives are cut short by smoking, meaning they miss out on the big and little moments in their loved ones’ lives, whether that’s picking up their grandchildren from school or giving a speech at their daughter’s wedding.
“If you have been thinking about quitting, this is the moment. Get in touch with our team at Healthy Cornwall and we will help you find an approach that works for you.”
The campaign launches with 100 days to go until January 1, 2027, when the UK's smokefree generation law takes effect, meaning anyone born on or after January 1, 2009, will never legally be sold tobacco.
The law will stop the next generation from ever starting – but there are still thousands of smokers who could benefit hugely from stubbing out their habit.
Matt Lenny, Senior Programme Sponsor for Smokefree South West and Director of Public Health for North Somerset Council, said:
"In 100 days' time, a child born today will grow up in a country where they can never legally be sold a cigarette. That is a genuine landmark. But it changes nothing for the 500,000 people across the South West who smoke right now, many of whom have been trying to stop for years. This campaign is for them.
“Smoking remains one of the biggest causes of poor health and health inequalities across the South West, but it doesn't have to be this way.
“The good news is that people are three times more likely to quit successfully when they have the right support, and free help is available locally in every part of the South West.”
People in Cornwall who want to stop smoking can get free support from Healthy Cornwall. Visit the Healthy Cornwall website for more information.
According to stop smoking charity Ash:
The national average spend on tobacco is around £2,964 per smoker.
Smoking costs Cornwall £239m a year in lost productivity.
The impact on social care is £182m
Smoking costs health services £18.7m
Smoking related fires leave Cornwall with a £3.95m bill
The total cost of smoking to Cornwall is £444m a year.