New campaign asks people who smoke in Wiltshire: “What Will You Miss?”

Regional campaign launches with 100 days to go until the UK's first smoke-free generation reaches adulthood.

People who smoke in Wiltshire 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 estimated 43,000 people who still smoke in Wiltshire: “What will you miss?”

The campaign launches with 100 days to go until 1 January 2027, when the UK's smoke-free 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, and that is who this campaign is for - the estimated 43,000 people across Wiltshire who smoke now.

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 Wiltshire, around 500 people die each year from smoking-related illness, and 8.4% of adults smoke.

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 smokers to take the first step towards quitting and access free local support. Wiltshire 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 smokers.

The emotionally led campaign will air 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.

Kate Blackburn, Director of Public Health at Wiltshire Council, said, “Smoking is still the leading cause of preventable illness and early death in Wiltshire and continues to have a disproportionate impact on some of our communities. The introduction of the new tobacco legislation is an important step forward in protecting future generations from the harms of smoking and creating a healthier, smoke-free future for children.

“By supporting people to quit smoking and preventing future generations from taking up the habit, we can improve health outcomes, reduce inequalities, and help give every child the best start in life by reducing their exposure to smoking-related harm.

“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 Wiltshire Health Improvement Hub.

“If you have been thinking about quitting, this is the moment. You’re three times more likely to quit successfully with expert support. Get free support and stop smoking aids from our Wiltshire Health Coaches.”

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, smoke-free future for our region."

People in Wiltshire who want to stop smoking can get free support from Wiltshire Health Improvement Hub. The service offers free, personalised support and one-to-one advice from trained health coaches, a 12-week quit-smoking programme, and access to a range of free stop-smoking aids. Support is available face-to-face or by phone.

To find out more, visit http://www.wiltshire.gov.uk/smokefree or call 0300 003 4566 (Option 1)