Regional campaign launches with 100 days to go until the UK’s first smokefree generation reaches adulthood.

People who smoke in Devon 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 the 81,894 people who still smoke in Devon: “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 will stop the next generation from ever starting. It does not change anything for adults who smoke today.

Smoking remains the biggest 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.

In Devon, around 977 people die each year from smoking-related illness.

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. Devon County 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, alongside people who smoke.

The emotionally-led campaign will be shown on television, radio and social media to people who smoke across the South West.

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 in three 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.

Steve Brown, Director of Public Health at Devon County Council, said:

“Smoking is still the leading cause of preventable illness and early death in Devon, 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 Stop For Life Devon.”

“If you have been thinking about quitting, this is the moment. Get in touch with our team and we will help you find an approach that works for you.”

Matt Lenny, Director of Public Health for North Somerset Council and Senior Programme Sponsor for Smokefree South West, said:

” In 100 days’ time, a child born today will grow up in a country where they can never legally be sold a cigarette. That is a genuine landmark. But it changes nothing for the 500,000 people across the South West who smoke right now, many of whom have been trying to stop for years. This campaign is for them.

Smoking remains one of the biggest causes of poor health and health inequalities across the South West, but it doesn’t have to be this way.

“The good news is that people are three times more likely to quit successfully when they have the right support, and free help is available locally in every part of the South West.

“We’re building on a proven campaign that has already been used successfully in Greater Manchester and in other regions. By bringing that evidence-based approach to the South West and connecting people with local stop smoking services, we have a real opportunity to help more people quit and live longer, healthier lives.

“Through our partnership with the NHS we’ll reach more people, raise awareness of the support available and help create a healthier, smokefree future for our region.”

People in Devon who want to stop smoking can get free support from Stop for Life Devon. Stop for Life Devon provides free, personalised support for people in Devon who want to stop smoking. Expert coaches can help people create a quit plan, manage cravings and stay motivated, with free stop smoking aids also available.

Support can be provided over the phone, by video call or face to face. To find out more, visit https://stopforlifedevon.org/, call 0800 122 3866 or text “QUITNOW DEVON” to 66777.