On No Smoking Day 2025 (Wednesday 12th March), Directors of Public and Population Health in Cheshire and Merseyside have come together to launch ‘Smoking Ends Here’ a bold new initiative to create a smoke-free future for the sub-region.
The campaign, part of a commitment to reduce smoking rates, shines a spotlight on the benefits of quitting smoking while supporting residents to take the first step towards a healthier life.
To officially launch the campaign, Liverpool’s iconic St John’s Beacon was transformed into a striking 480ft cigarette, serving as a powerful visual symbol of the harmful effects of smoking across the city. Messages highlighting the benefits of stopping smoking are displayed on the structure, visible for miles around, such as:
- Quitters will have more energy in just 12 weeks, plus better circulation and lower blood pressure.
- Their bodies will start to repair just 20 minutes after stopping smoking.
- Breathing will improve in just three months. Lung function will also increase by up to 10%.
- Their risk of a heart attack lowers after just one year, as does the risk of having a stroke and angina.
- Taste and smell improve in just 48 hours.
The launch garnered extensive media interest, with 17 pieces of coverage across broadcase, print and online media, many featuring images of the tower and interviews with our lead Directors and people who have quit smoking.
On the day itself, No Smoking Day events were held in both Chester and Liverpool city centres, offering free information and support to anybody interested in stopping smoking. These were two of a series of community engagement initiatives alongside Healthwatch in Cheshire and Merseyside throughout March, bringing tailored support and information directly to local communities.
Alongside this awareness-raising activity, a brand-new website was launched, smokingendshere.com, offering expert advice, access to free support, and practical tools to help people quit smoking for good. In its first month, the website welcomed over 3,800 visitors, and traction continues to grow. We also launched a digital campaign which reached around 4 million people in its first month.
Professor Ian Ashworth, Director of Population Health for NHS Cheshire and Merseyside, said:
“We know that smoking remains one of the biggest causes of preventable illness and death in our area, and that it disproportionately affects the poorest in our communities. Smoking Ends Here is about showing people that quitting smoking is one of the best things they can do for their health – and that the benefits start almost immediately.
“By coming together across Cheshire and Merseyside, we can create a future where smoking is a thing of the past.”
The campaign comes as The Tobacco and Vapes Bill, which aims to ban the sale of tobacco to anyone born after 1 January 2009, is shortly expected to have its Third Reading in Parliament. There is broad public and cross party support for the measures in the Bill which will radically reduce smoking related deaths and disease by ending smoking for the next generation.
Dr Sarah McNulty, Lead Director of Public Health for All Together Smoke-Free Cheshire and Merseyside and local Director of Public Health for Knowsley, added:
“One in ten adults in Cheshire and Merseyside still smoke, and we want to support as many as possible to stop. This campaign is a major step towards reducing our smoking rates and delivering better health and cost savings to our subregion.
Sarah continued: “With the Tobacco and Vapes Bill expected to become law later this year, we have a real opportunity to drive change at both a national and local level. Our message is clear: stopping smoking is life-changing, and we are here to help.”
Key provisions of the Bill include:
- Tightening controls on vape product design, marketing and advertising, preventing the targeting of young people.
- Licensing for tobacco and vape sales, ensuring responsible retailing and limiting access to young people.
- Powers to extending smoke-free areas to outdoor public spaces, reducing exposure to second-hand smoke and to consult on vape-free places.
Councillor Louise Gittins, Chair of the Cheshire and Merseyside Health and Care Partnership said:
“Tobacco harms our communities, our NHS and the economy, so we are committed to creating a healthier future for everyone. Smoking Ends Here is a one stop shop for anyone who wants support to quit smoking, or to know more about tobacco and the harm it can cause.”
How you can help
The Smoking Ends Here campaign offers our stakeholders in the Cheshire and Merseyside region the opportunity to play an important role in improving the health of our population. We’ve created a wide-ranging toolkit to help you support the campaign in whatever ways you can.
Here are some of the ways you can help:
- Share the campaign’s digital assets on your social media channels
- Promote the campaign and use the digital assets through internal communications and on your intranet
- Print out posters and other assets which feature QR codes for easy access to the Smoking Ends Here website
Please contact champscommuncation@wirral.gov.uk for any queries about the campaign.
