A thought-provoking new stop smoking campaign has been unveiled by Fresh with support from the British Lung Foundation to highlight a cruel, lingering disease that destroys the lungs.

‘Every breath’ aims to highlight the long-term effects of smoking-related chronic obstructive pulmonary disease (COPD), the umbrella term for emphysema and chronic bronchitis, in a bid to encourage more people to quit smoking.

Despite the largest drop in smoking in England, the North East still has the worst rate of COPD in the country. Around 8,700 people were diagnosed with the condition in 2008-09, but it is estimated that around 32,000 more people in the North East have the disease but have never been diagnosed.

With permission from Sting to use his lyrics, ‘Every breath’ aims to show how COPD is a progressive disease and challenges the assumption among most smokers that being short of breath is normal.

A survey of smokers in the North East found that 67% weren’t even aware of COPD or the debilitating effect on people’s lives.

‘Every breath’ also has the backing of musician Sting, who is originally from the North East. Sting said: “Many people across the UK are affected by lung damage and other smoking related illnesses, particularly in the North East where I grew up. I’m pleased to support a programme which works towards giving people the motivation and support they need to quit.”

For more information about the campaign, click here.

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