A father takes two children to a playground before sitting down to roll himself a cigarette - using rotting tissue rather than rolling tobacco
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A graphic anti-smoking advert has been released, showing a father lighting a hand-rolled cigarette full of rotting flesh.
Public Health England will launch its latest shock campaign alongside an expert review of how smoking affects the body’s major systems.
The report highlights some lesser-known consequences of smoking, including a 59% increased chance of developing Alzheimer’s disease, a 40% increase in the risk of hip fractures among men and a heightened risk of tooth loss.
Chief medical officer Professor Dame Sally Davies said: “While many smokers know the damage cigarettes do to their hearts and lungs, they are much less likely to be aware of how harmful smoking is to the body – essentially ‘rotting’ it from the inside out.
"Roll-ups are no exception.”
PHE’s new campaign includes a video showing a father taking two children to a playground before sitting down to roll himself a cigarette - using rotting tissue rather than rolling tobacco.
Digital and print billboards will feature a roll-up cigarette full of decaying tissue, and the tagline: “Every cigarette rots you from the inside out.”
