While e-cigarette use among young people has declined in recent years, it remains a serious public health threat: 10% of high school students used e-cigarettes in 2023, many of whom were not smokers in the first place
It includes TV, radio, press and digital, with the agency producing all elements of the campaign including strategy, creative, production and media booking, plus consultancy on the complex and sensitive issues that surround this product category
Tobacco smoking claims the lives of at least six million people every year and, if current trends continue, the World Health Organization predicts more than 1 billion tobacco-related deaths in this century
Light smoking (less than 10 cigarettes per day) was the largest category at 40.4%, followed by moderate smoking (10 to 19 cigarettes per day) at 38.0%, and heavy smoking (more than 20 cigarettes per day) at 21.1%
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