Hard-hitting health campaign shows the gruesome effects of smoking on the heart, brain and lungs
The government is launching a powerful new advertising campaign as it aims to convince smokers to make quitting cigarettes one of their new year's resolutions.
The campaign from Public Health England includes a TV advert which shows, in brutal detail, the damage that toxins in cigarettes cause as they flow through the body.
Created by Dare/Now, the TV ad uses special effects to show how the harmful fumes move through the heart, the lungs and into the bloodstream, finally damaging cells in the brain.
Dubbed Toxic Cycle, the campaign goes live today and will include posters, billboards, online ads and a 'tunnel of blood' display at London Bridge station.
Chief medical officer, professor dame Sally Davies, said: "We know about the serious effect smoking has on the heart and lungs but smokers need to be aware of how much potential damage is being done to the brain and other vital organs through toxins in cigarettes entering the blood.
"Smoking is the major cause of premature death, with 1 in 2 smokers dying prematurely from smoking related diseases, and it is extremely worrying that people still underestimate the health harms associated with it.
"However, it is not all doom and gloom for smokers looking to quit this New Year. Within 5 years of stopping smoking, your risk of stroke can be reduced to the same as a lifetime non-smoker."
The campaign will urge those compelled to quit to visit the Smokefree website to receive free tools and find out where they can get professional local advice about giving up smoking.