Cancer Research UK Launches E-Cigarette Campaign in Greater Manchester

man in suit comparing e-cigs and cigarette

e-cigs

Cancer Research UK, in collaboration with Public Health England (PHE) and the Greater Manchester Health and Social Care Partnership, has recently launched an e-cigarette campaign with the aim to increase awareness of the relative safety of these electronic devices compared to smoking combustible cigarettes.

Since Manchester has a high smoking prevalence level, the campaign is targeting local smokers aged 25 to 55 who are looking to quit the deadly habit. The marketing initiatives include outdoor advertising, ads on buses, billboards, as well as phone booth and washroom posters, which can be seen across Greater Manchester until February 18th.

According to research published by Action on Smoking and Health (ASH), “in 2017 only 13% of adults correctly identified that e-cigarettes are much less harmful, compared to 21% in 2013.” Since there is rampant, and increasing, misconception among the general public that e-cigs are just as, if not more, damaging than traditional cigarettes, the campaign strives to acquaint people with the research to date. According to Cancer Research UK, the evidence shows that vaping is much safer than smoking as “there is no smoke, tar or carbon monoxide, and studies looking at key toxicants have generally found much lower levels than in cigarettes.”

Another key goal of the campaign is to inform people that e-cigarettes do not contain cancer-causing tobacco, although they may contain nicotine. However, despite the substance being addictive, the delivery mechanism – heating as opposed to burning – makes e-cigarettes “far closer to other nicotine replacement therapy (NRT) products than tobacco in terms of harm.”

Lastly, they want to highlight that many smokers in the UK are turning to e-cigarettes to help them stop smoking. In fact, for the first time, a survey conducted by ASH found that there were more ex-smokers, 1.5 million, who use the electronic devices than current smokers. Furthermore, “the main reason people offered for their use of e-cigarettes was to stop smoking.”

What are your thoughts on this government-sponsored e-cigarette campaign in the UK? Share your thoughts with us in the comments section below.

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