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By Ishbel Macleod, PR and social media consultant

October 12, 2011 | 2 min read

Fresh Smoke Free North East, the regional office for tobacco control, has launched a campaign created by Robson Brown and supported by Sting, to raise awareness of the dangers caused by smoking.

The ‘Every Breath’ campaign will include TV, radio, print and digital media, and has the backing of musician Sting, who is originally from the North East.

Sting said: “Many people across the UK are affected by lung damage and other smoking related illnesses, particularly in the North East where I grew up. I’m pleased to support a programme which works towards giving people the motivation and support they need to quit.”

Ailsa Rutter, director of Fresh, said: “Despite the current economic insecurity, it’s more important than ever to keep informing the public about health issues in order to protect future generations. Many public health organisations are working to incredibly tight budgets and as a result, we must ensure we add value into everything we do.

“Our results prove that communications and marketing does work in helping to change behaviour for the better, and that prevention over cure is more cost effective. To ensure we continue to receive the best quality and value for money, we’ve chosen to work with Robson Brown.

“We’ve worked with Robson Brown for many years and their team has been invaluable in supporting our work, which has seen smoking prevalence decline in the North East. We look forward to beginning the next chapter with them, as Fresh continues its journey into making smoking history for our children.”

Fresh Smoke Free North East

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Robson Brown

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