People in the South West asked what moments smoking is taking from their lives
Regional campaign "What Will You Miss?" launches with 100 days to go before the UK's smokefree generation law begins
With just 100 days remaining until the UK's smokefree generation age-of-sale provisions come into force, a major regional campaign in the South West is asking people who smoke to reflect on what moments smoking may be taking from their lives.
Launched by Smokefree South West, a partnership of 15 local authorities working alongside the NHS, the "What Will You Miss?" campaign targets the 500,000 people who still smoke across the region. It encourages them to consider quitting with the support of free local services available ahead of Stoptober.
The campaign comes at a pivotal time when the Tobacco and Vapes Act 2026's generational age-of-sale provisions will take effect on 1 January 2027. From that date, anyone born on or after 1 January 2009 will never legally be sold tobacco. While the new age-of-sale restriction aims to stop future generations from starting smoking, it does not change the legal position for people born before 1 January 2009, including adults who currently smoke — highlighting the importance of helping current smokers quit.
Smoking remains the largest preventable cause of illness and early death in the South West, with around 6,600 people dying annually from smoking-related illnesses. These statistics drive the campaign's message: smoking doesn't just cut years off your life, it takes you away from life's most meaningful moments.
A survey of over 1,600 people who smoke in the South West revealed many health-related motivations for quitting, yet around two-thirds are either not currently considering quitting or have no plans to quit within the next three months. Through emotionally-led media campaigns and a central film depicting a bride missing a special person on her wedding day due to smoking, the campaign aims to heighten awareness of smoking's impact and motivate quit attempts.
Hein le Roux, Deputy Medical Director for NHS England South West, emphasized the region's ambition to be smokefree by 2030 and the crucial role of effective support:
"More than 6,500 people in the South West die from smoking-related illness every year. Behind every statistic is a person, a family, and moments that matter. While this campaign helps people reflect on precious moments, it also reminds them that support is available and every quit attempt brings them closer to success."
Matt Lenny, Director of Public Health for North Somerset Council and Senior Programme Sponsor for Smokefree South West, noted that the campaign builds on an approach used successfully in Greater Manchester:
"We're building on a successful Greater Manchester programme by adapting evidence-based strategies for the South West. Our partnership with the NHS will raise awareness and help more people quit smoking, moving towards a healthier future where our region is smokefree."
The campaign includes nicotine replacement therapy and vaping starter kits, available through local South West stop smoking services, offering personalised advice and support. For more information, visit smokefreesouthwest.co.uk.