Regional campaign launches with 100 days to go until the UK’s first smokefree generation reaches adulthood.
People who smoke in South Gloucestershire are being encouraged to think about the moments that matter most to them, as a major regional campaign launches to help more people quit smoking for good.
At the heart of the campaign is a simple but powerful question for South Gloucestershire residents who still smoke: “What will you miss?”
The campaign launches with 100 days to go until 1 January 2027, when the UK’s smokefree generation law takes effect, meaning anyone born on or after 1 January 2009 will never legally be sold tobacco.
The law is designed to prevent the next generation from ever starting. It does not change anything for adults who smoke today, and that is who this campaign is for.
Smoking remains the leading 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 to encourage people who smoke to take the first step towards quitting and access free local support. South Gloucestershire Council is among the local authorities supporting the campaign.
The campaign is based on a successful approach developed by Greater Manchester’s Make Smoking History programme, in collaboration with people who smoke. The emotionally led campaign will be shown on television, radio and social media to people who smoke across the South West, alongside local campaign activity in South Gloucestershire.
At the centre of the campaign 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 people who smoke 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 thirds of 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.
The campaign aims to make the risks of smoking more tangible, motivate quit attempts across the region, and quickly connect people to effective support.
Sarah Weld, Director of Public Health for South Gloucestershire Council, said: “Smoking is still the leading cause of preventable illness and early death in South Gloucestershire, and it affects some of our communities far more than others. This campaign is about reaching people who smoke with a message that matters to them personally.
“We know most people who smoke want to stop, and that many have tried before. The good news is that people are up to three times more likely to quit successfully with the right support, and that support is free, local and available right now through our Smokefree South Glos’ service.
“If you have been thinking about quitting, this is the moment.”
Councillor Alison Evans, cabinet member responsible for public health at South Gloucestershire Council, said: “Smoking doesn’t just negatively affect our health, it can also affect the time we get to spend with the people we care about most.
“The majority of smokers know the health risks, but quitting can still feel incredibly difficult. This campaign encourages people to think about what matters most in their lives and to take that first step towards stopping smoking. My own mother gave up smoking when my daughter, who was 4 at the time, told her that she didn’t want her to get ill.
“There is free support on hand locally, and I encourage anyone considering quitting to get in touch and see what help is available.”
Local support information
People in South Gloucestershire who want to stop smoking can get free support from the Smokefree South Glos team. To find out more, visit www.southglos.gov.uk/smokefree or call 01454 865337. Whether you prefer one-to-one support in person, telephone appointments, or group support, they’re there to help you every step of the way.
