People who smoke in Swindon are being asked to consider the moments they could miss because of smoking as a new regional campaign encourages more people to quit.
The ‘What Will You Miss?’ campaign has launched with 100 days to go until the new smoke-free generation rules take effect on 1 January 2027.
Around 17,900 people in Swindon currently smoke, representing 9.3 per cent of the population, according to figures supplied by the campaign.
The new legislation means anyone born on or after 1 January 2009 will never legally be sold tobacco during their lifetime. The rules are intended to prevent future generations from taking up smoking, while people who already smoke will not be affected by the age-of-sale restriction.
The campaign is being run by Smokefree South West, a partnership involving 15 local authorities and the NHS, with Swindon Borough Council among those taking part. It launches ahead of Stoptober and aims to encourage people who smoke to consider making a quit attempt and access local support.
Rather than focusing solely on the health consequences of smoking, the campaign asks people to think about what they might miss in their own lives.
Its central film follows a bride on her wedding day, surrounded by family but without the person she most wants to be there. The campaign’s message is that smoking can take people away from important moments as well as affecting their health.
Research involving more than 1,600 people who smoke across the South West found that many have already tried to quit, but confidence about stopping successfully remains low.
The research also found that, although health concerns are among the main reasons people consider quitting, around two-thirds of respondents said they currently had no intention of stopping.
In Swindon, the council’s Stop Smoking Service offers free support through an eight to 12-week programme, with help available face-to-face, by telephone or online.
Councillor Vinay Manro, Swindon Borough Council’s Cabinet Member for Adults and Health, said stopping smoking was a personal decision, but stressed that support was available for those who wanted to quit.
“Many people who smoke have tried to stop before. With the right support, people are up to three times more likely to quit successfully, and that support is free and available locally through our Stop Smoking Service,” he said.
In the past year, the service supported 1,230 quit attempts, with 380 people successfully quitting, according to the council.
Emma Kain, Director of Public Health for Swindon Borough Council, said: “We know that stopping smoking is hard, because people become dependent on nicotine and the behaviour becomes a habit.
“But with the right motivation, and the right support, you can quit for good and have more years in good health to spend with your loved ones.”
The campaign will run across television, radio and social media throughout the South West, alongside promotion by participating councils.
Residents can find out more about Swindon’s Stop Smoking Service and make a referral through Swindon Borough Council’s Stop Smoking Service or by calling 01793 465513.
The council also currently offers other stop-smoking support, including its Swap to Stop scheme and a free Smoke Free app.
