This toll of illness, caused by secondhand smoke, is the focus of a new North West campaign that will urge parents to Take 7 Steps Out of their homes to help protect their children from immediate and lifelong damage to their lives and health.

The need for the campaign to protect children of all ages is highlighted by survey results released today by Smokefree North West which reveal that:

• almost half of parents do not know that secondhand smoke can cause cot deaths (47 percent)
• more than a third do not know that it can cause ear infections and hearing impairments (35 percent)
• 86 percent of respondents agreed that smokers should be encouraged not to smoke in their home if they share it with a child
• more than half of the respondents do not know that secondhand smoke has an impact on children attending school (51 percent)

Dr Peter Elton Director of Public Health said: “Smoking around children is responsible for at least 35,000 preventable GP and hospital visits across the North West every year. Especially in enclosed spaces it exposes their vulnerable lungs and bodies to harmful toxins, increasing the risk of sudden infant death syndrome (cot death), triggering asthma symptoms and middle ear problems which cause hearing impairment which may lead to avoidable operations and a lot of time off school.”

Smokefree North West is taking the ‘Take 7 Steps Out’ campaign to communities across Greater Manchester and the North West as part of a summer roadshow, which will be launched at Exchange Square, Manchester.

Dr Steve Henderson, Lead GP NHS North West and GP for Benchill MC, Wythenshawe said: “Parents in the North West clearly want the best for their children but unfortunately many are unaware of how much secondhand smoke affects their child’s health. There is no doubt that cigarette smoke harms children but small changes such as to take 7 steps out of your home can make all the difference. This campaign aims to arm parents and carers with important information to help them make a good decision about their child’s well being.”

Jo McLeish is a mum from Stockport who has two children aged 11 and 12. Her youngest child has asthma so she decided to try to stop smoking in the home mainly for him, as well as for the sake of her other son who hates the smell.

She says: “Anybody that comes to the house now is told if you want to smoke, you’ve got to go in the garden – do not smoke in my house.

“My son Calum is only 12 and he won’t even pass me the ashtray, which is good because he’s got two friends who smoke. It’s a bit of a cliché but they are the next generation to us and if we’re smoking around them, then we haven’t got a next generation.

“If you want to smoke, then take it outside like I do. Don’t smoke in front of your kids, go in the garden and take 7 steps”

Dr Janet Atherton, Chair of Smokefree North West, said: “We have a duty to support parents with the best possible information. Parents and other family members may not know, for example, that many of the harmful chemicals in cigarette smoke are invisible, so standing by an open window or door is simply not enough to protect their children.

“We know the public are behind us – with almost nine in ten supporting more education for smokers who live with children. We are working in close partnership with partners across health, local authority and fire and rescue and believe this campaign can make a real difference to the lives of children across our region. You can log on at Take7 Steps Out for helpful tips and hints about how to make your home smokefree”

The Take 7 Steps Out roadshow will tour the North West from 10^th August until 11^th September and is supported by a five-week TV campaign organised jointly with Fresh – Smokefree North East.

For more information on locations of activities visit take7stepsout.co.uk and get instant updates from campaign mascot StepaRoo by following her blog at steparoo.take7stepsout.co.uk

The One Show's Louise Minchin and Matt Baker with two packets of cigarettes... but which is fake?

The trade in illicit tobacco was the lead feature on last night’s The One Show (21 July 2010) and is available to view online and by download from BBC iPlayer for the next six days.

The item highlights the growing problem of smuggled and fake tobacco.

Smokefree North West is a key agency in The North of England Tackling Illicit Tobacco for Better Health programme, along with colleagues from Fresh Smoke Free North East and Smokefree Yorkshire and the Humber.

The illicit tobacco programme is responsible for the Get Some Answers campaign to stamp out illegal tobacco, which particularly highlights the danger to children that affordable illicit tobacco represents.

Working with partners from Trading Standards and their Scambuster teams, HM Revenue and Customs, the UK Border Agency, police forces, the Serious and Organised Crime Agency and the Association of Chief Police Officers the programme is believed to be the first of its kind in the world.

Access is easy:  just log onto www.ntpd.lacors.gov.uk and browse the directory.

The Directory is supported by both the Department of Health and Her Majesty’s Revenue and Customs as an aide for regulators, health professionals and businesses offering advice and information about the diverse nature of niche tobacco products and of the legislation that applies to them.

The directory will be  reviewed and updated on a regular basis to ensure that any changes in the supply of these products is reflected in a timely manner, for example by the inclusion of new products as they arise.

Particular thanks to LOTSA (London trading Standards Authorities), SWERCOTS (South West chief Trading Standards Officers) and TSNW (Trading Standards North West) for their support in the development of the content.

If so, we’d love to hear your story… and you could win a family day out! Simply download an entry form and hand it to your SureStart centre or Smokefree Homes advisor. All stories will be entered into the competition and a winner and runner up will be picked from each of the five counties in the North West.

Download an entry for here

Full terms and conditions

1. By entering the competition, you agree to be bound by these terms and conditions.
2. Entrants must reside within the 5 counties of the North West of England.
3. The competition is not open to employees (or members of their immediate families) of the NHS or any third parties associated with the Take7Steps Out campaign.
4. Entrants must be over the age of 18.
5. Competition closes on 23/07/10, winners will be selected by 28/07/10 and notified by telephone by 30/07/09.
6. Entries will be judged by Smokefree North West and a panel of health care professionals.
7. There will be, per North West county, one top prize (worth up to £150) and one runner up prize (worth up to £25).
8. Prizes cannot be substituted for cash, are subject to availability and must be claimed by 31st August 2010.
9. Competition winners and runners up shall be required to be interviewed about their stories, photographed and filmed and be willing to speak to media about their experiences.
10. Only one entry is allowed per household.
11. Prizes are non-refundable and non-transferable
12. No responsibility will be accepted for ineligible or fraudulent entries.

To the maximum extent permitted by law, the Promoter excludes all liability arising out of or in connection with the prize draw. These terms are governed by English law. We reserve the right to amend these terms at any time.

Over 8,000 teenagers aged 14 to 17 in the North West admitted to regularly buying fake cigarettes last year, according to a survey by Trading Standards in the North West.*

A recent You Gov survey** highlighted that 74 per cent of people support a crack down on tobacco smuggling. Around 75 per cent of people – many of them mums – who took part in a 2009 NEMS survey were more likely to report someone for selling tobacco if they thought their own children may be at risk from being targeted.

Responding to this and public concern, the ‘Get Some Answers’ Campaign is being launched today by Smokefree North West and enforcement teams from Trading Standards in the region.

The campaign, which is launching simultaneously across the North West and the North East of England, will specifically target mums and other concerned residents in communities who want to keep illegal tobacco out

It will ask them to call crime stoppers or trading standards confidentially with any information they have.

Andrea Crossfield, Director of Smokefree North West, said: “Many people may be tempted to buy tobacco from an acquaintance at work or in the pub who takes regular trips abroad – no questions asked and without realising the damage it is doing in their communities. They may even return from their own holidays with it without knowing the harm it can cause.”

“Illegal tobacco is easily available and cheap, making it a key reason why children and young people are able to start smoking. This campaign will now give parents the opportunity to change things and tackle this problem.

“Smoking is sadly an addiction of childhood with most smokers – 80 per cent, starting as teenagers. Tackling illicit tobacco is crucial if we’re going to prevent future generations form taking up smoking.”

Peter Astley, from Trading Standards North West, said: “We know there are many concerned residents across the North West who may not have known how serious this issue is or what action to take. Our research shows that one in five adult smokers admits to buying illegal cigarettes or tobacco.

“We are encouraging people to stop and think about where their cheap tobacco originally comes from, even if they think they’re buying from a trusted source. This is an evil trade, and there are
wider implications of their actions.

Illegal cigarettes are often purchased from people you know and trust but there is a long supply chain that goes hand in hand with drugs and alcohol smuggling. People are using it as an opportunity to earn some money, making them not care about who they sell the tobacco to.”

For more information or to report illegal cigarettes sales, people are being urged to log onto www.get-some-answers.co.uk or ring Crimestoppers on 0800 555 111 or Trading Standards North West 01925 442 466.

*The recent survey for Trading Standards North West carried out by Ci research interviewed young people in the North West during March/April 2009 and showed that illicit tobacco is a significant source for young people. Nearly 13,902 14 to 17 year olds completed the questionnaire and of these 22% said they were smokers.

When asked about their buying habits:

• Nearly one in five (19%) bought from street sellers, vans, neighbours or private houses
• 60% had bought packs of cigarettes with health warnings in a foreign language
• Up to 50% said they had bought fake cigarettes
• There had been a significant fall since a similar survey in 2007 in the numbers saying they bought from off-licences and newsagents. This was attributed to the introduction of the law banning sales to the under 18s. However, those surveyed still cited such shops as one of their main sources of tobacco

Agencies involved in the development of the North of England Tackling Illicit Tobacco for Better Health programme include regional public health organisations (including Smokefree North West, Fresh (Smoke Free North East), and Smokefree Yorkshire & the Humber), trading standards groups, local authorities, the Association of Chief Police Officers, local police forces, the Serious and Organised Crime Agency and the newly formed UK Border Agency.

**YouGov survey: Total sample size was 10276 adults (1442 in the North West). Fieldwork was undertaken between 17th and 22nd March 2010. The survey was carried out online. The figures have been weighted and are representative of all England adults (aged 18+).

Smokers in the North West have backed the change which has seen public places go smokefree; three years after the original legislation came in.

In a survey of North West residents released this week, 82 per cent supported the 2007 law, where shops, offices, pubs, factories, restaurants, membership clubs and work vehicles became smokefree.

Notably – 66 per cent of those who smoked also backed the law – significantly more than the national average.

The research, commissioned by Smokefree North West to mark the third anniversary of Smokefree laws on July 1, shows that further legislation is more popular than ever.

Over 90 per cent of people who took part in the survey agreed that the laws had had a positive impact. Most said they enjoyed a more pleasant experience when visiting pubs, bars and restaurants.

Workers are also feeling the benefits of change – 93 per cent backed laws which provided a healthier environment for workers.

Earlier this year, the Royal College of Physicians report into ‘Passive Smoking and Children’ revealed that more households has chosen to become ‘no smoking’ zones since the 2007 legislation was introduced.

In 2006, 61 per cent of homes nationally were Smokefree. This rose to 78 per cent in 2009.

Dr Janet Atherton, chair of Smokefree North West said: “This law is one of the greatest public health advances in a generation and becomes more popular each year. Smokers and non-smokers alike think it’s a good idea. Already, smokefree public places have protected us all from the dangerous effects of second hand smoke building awareness and *prevented hundreds of emergency hospital admissions for heart attacks.

“While people are making greater efforts to protect their whole family from the dangers of second hand smoke, there are still at least 30,000 children’s visits to the GP and 1,000 hospital appointments could be prevented each year in the North West if all adults stepped right outside to protect children from secondhand smoke in the home.

“People in our region have already benefitted from reduced risk of heart attacks, but also of a reduced risk of a range of other diseases and of course better quality of life.”

[*Research released on 9 June 2010 conducted by The University of Bath’s Tobacco Control Research Group has found since smokefree legislation was introduced there has been 1200 fewer emergency hospital admission for myocardial infarction, commonly known as heart attacks (a 2.4% fall), in the year the after the legislation was introduced on 1 July 2007.]

TRD, which was commissioned by North West wellbeing and health campaign group Our Life and Smokefree North West, was one of three films designed to target 14-18 year olds – the audience that the tobacco industry traditionally recruits as new smokers to replace customers that have quit or died through their habit.

Vivid worked with Smokefree North West and Our Life to organise an innovative film competition for young people which was shortlisted by eminent judges. Over 200 entries were whittled down to a final shortlist which was then voted on by young people at a campaign weekend film workshop which chose the winning three films. The film workshop, part of Smokefree North West’s “Smoke & Mirrors” youth advocacy campaign, was led by Vivid’s Karl Sanderson, director Mike Cockayne and Integral Productions.

Karl Sanderson, Creative Director at Vivid said: “The client adopted a unique approach to this campaign. Rather than regurgitating the obvious health risks smoking causes, they asked Vivid to work with the region’s 14-18 year olds to research the truths behind the tobacco industry exposing the negative practices. What’s great about this approach is we were able to involve the films audience from the start and make sure we were delivering something that would change their and future generations behaviours”

Mo Iqbal from Runshaw College came up with the crime scene investigation style drama, TRD, and joined Vivid, Integral Productions and TV stars Matt Littler and Darren Jeffries, alongside Carley Stenson & Natasha Hamilton on location to shoot it. TRD highlights the negative practices of the tobacco industry.

Commenting on the film and the award success, Dr Janet Atherton, chair of Smokefree North West said: “We see smoking as a childhood addiction as 80 percent of smokers start before they are 19. Clearly this project has created an excellent platform for young people to express their views and we congratulate Vivid and the young people in this achievement.”

TRD, which was produced and directed in partnership with Integral Productions, ran in cinemas across the North West between December 2009 and January 2010. It also had the desired effect, with in-foyer research showing that 40% of smokers who had seen the commercial saying that the advertising had made them “more likely” to quit.

Media was purchased by PHD North.

As many as 750,000 household pets in the region could be at risk* from illnesses like asthma, respiratory infections or even death due to inhaling their owners’ second hand smoke, warns Smokefree North West.

The North West has some of the highest smoking rates in the country and 44 per cent of its homes have a pet – mostly a dog, cat or bird.

Now Smokefree North West and the British Veterinary Association are asking smokers to consider the health of their fury friends in the run up to National Pet Month in April.

Andrea Crossfield, Director of Smokefree North West, said:  “Our pets are part of the family and they have as much right to be protected from second-hand smoke as our children and loved ones.

“Our evidence suggests that many smokers aren’t aware of the damage that smoking around pets can have. If animals could talk, they would probably be asking their owners to go outside to have a cigarette.”

Harvey Locke, Stockport vet and President Elect of the British Veterinary Association, said: “Household pets can become very ill because their owners smoke in the home. There is evidence that passive smoking in dogs causes chronic bronchitis and can aggravate feline asthma in cats.

“Animals don’t have a say about where they live. We would urge the public to think about the effect smoking is having on their pets and for them to not to expose animals to second-hand smoke or to any smoking products.”

Dogs are twice as likely to develop a cancerous tumour when living with a smoker – the most common forms relate to second hand smoke including cancer of the nasal passage and lungs.

Cats can swallow smoke and soot when they groom themselves. The risk of developing feline lymphoma cancer is also two and a half times more likely for cats living with smokers.

Birds cannot filter the air that they breathe in, causing smoke to become trapped which blackens their lungs and can lead to pneumonia and secondary infections.**

*Predicted figures from ‘Target Group Index’

**From a study at Tufts’ Foster Hospital for Small Animals conducted between 1993 and 2000 and reported in the American Journal of Epidemiology in 2002.

The ‘My Little Baby’ campaign was launched in March of this year and due to its success the ads will be shown again on Baby TV, in Children Centres and GP surgeries throughout the region. The ‘My Little Baby’ ad offers pregnant women a text service and helpline number that provides the support and guidance they need to quit.

Currently one in five women in the North West smoke while pregnant- a hazard which increases the risk of ectopic pregnancy, miscarriage, still birth and cot death. Every cigarette increases the risks during pregnancy and stopping smoking at any time can instantly make a difference.

The campaign has been organised by Smokefree North West, a partnership of the NHS organisations committed to protecting children and young people across the region from tobacco harm and supporting smokers to quit.

Andrea Crossfield, Smokefree North West Director said: “It’s important that we reach out to pregnant women in our region and reassure them that help is available to quit. With a support network in place the chances of quitting for good are high.

“We urge pregnant women in the North West who are keen to quit to get in touch by texting 84025 with their name and postcode or call our helpline free on 0800 0288 316 or seek advice from their midwife who will be able to provide advice and support.

“The advertisement will run on Baby TV from today until 17th July and on Children Centres and GP surgery screens across the region until 17th August.”

Former Emmerdale star Glenda McKay who played Rachel Tate is the voice behind the “My Little Baby” ad and is keen to support the campaign. Smokefree North West is hopeful the re screening of the ad will have a dramatic effect on the number of women currently smoking during their pregnancy.

Andrea Crossfield adds: “Our mission is to reduce smoking in pregnancy in the North West. Over the past two years we’ve been working hard to support pregnant women to help them give up smoking, through the support of our local stop smoking services who offer support and guidance to anyone wanting to quit.

“We are hopeful the re screening of the ‘My Little Baby’ advertisement will encourage pregnant women to stop smoking as they become aware of the dangers to themselves and their unborn babies. Babies born to mothers who smoke are around 40% more likely to be stillborn or to die within the first four weeks of life and it’s an important issue that we need to address. It is vital pregnant women have the support they need to stop smoking for good.”

Giving up smoking during pregnancy can be a daunting and stressful task. If you would like further information or advice about quitting please contact your local Stop Smoking Service via 0800 169 0169 or contact the national Smoking in Pregnancy helpline on 0800 169 9169 for a free Smokefree Pregnancy DVD.

Smokefree North West is a region-wide partnership that aims to reduce smoking-related health inequalities across the region. It is committed to breaking the cycle of children and young people’s exposure and addiction to tobacco and achieving its vision of a tobacco free future.

Smoking remains the single biggest preventable cause of early death, killing more people than alcohol, drugs, obesity, illegal drugs and road accidents combined.

Adult smoking rates in the NW are above the national average, with 24% of men and 23% of women smoking, and rates of smoking among young adults and children also remain high.

The smoking profile tool allows users to compare morbidity and mortality rates across the region by local authority and by primary care trust and to view trend data. The data is also available for download.