A Regional campaign launches with 100 days to go until the UK’s first smokefree generation reaches adulthood.
People who smoke in Somerset are being encouraged to think about the moments that matter most to them, as a major new campaign launches across the South West.
“What Will You Miss?” asks a simple but powerful question of the estimated 60,000 people who smoke in Somerset. It aims to inspire more people to make a quit attempt and connect them with free, proven support.
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 smoking. It does not change anything for adults who smoke today, and that is who this campaign is for, the 10.9% of adults in Somerset who still smoke. In Somerset, around 746 people die each year from smoking-related illness.
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
Smokefree South West, a partnership of 15 local authorities working alongside the NHS, is launching the opens in a new window“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. Somerset Council is among the local authorities supporting the campaign.
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.
Alison Bell, Director of Public Health & Centre Director HDRC Somerset, said:
“The new smokefree generation law is an important step towards protecting future generations. But there are still more than 60,000 people in Somerset who smoke today, and this campaign is for them.
“Many people have tried to quit before or have been thinking about stopping for a long time. Every quit attempt is a positive step, and people are much more likely to succeed with the right support.
“Whether you prefer face-to-face support, telephone coaching, stop smoking treatments or our opens in a new windowfree Smoke Free app, opens in a new windowSmokefree Somerset, there’s an option for you.”
Cllr Evie Potts-Jones, Somerset Council’s Lead Member for Public Health, said:
“Everyone deserves the chance to live a longer, healthier life. Quitting smoking is not always easy, but people do not have to do it alone.
“Last year, Smokefree Somerset helped more than 2,300 people set a quit date, with 70% achieving a successfully quit, giving Somerset one of the highest quit success rates in the South West.
This Stoptober, I would encourage anyone who smokes to consider taking their next step towards quitting. The Smokefree Somerset team will be there to support you and help you find an approach that works for you.”
People who want to stop smoking can get free, personalised support from opens in a new windowSmokefree Somerset, Somerset Council’s stop smoking service.
Help is available face to face, over the phone and online. It includes one-to-one support from trained stop smoking practitioners, group sessions, advice on managing cravings and changing habits, and access to stop smoking treatments and approved vaping products.
People can also use the opens in a new windowfree Smoke Free app, which provides personalised tools, practical support and encouragement throughout their quit journey.
Get free support to stop smoking.
Visit Smokefree Somerset, email [email protected]create new email or call 01823 356222.
You can also opens in a new windowdownload the free Smoke Free app