A £2.7m Department of Health advertisement will be prominent for nine weeks on the internet, on television, as well as billboards showing a gory image of a tumor growing on a cigarette.
This new Department of Health campaign is a befitting response to all the people who think that the health risks commonly publicized about smoking is exaggerated.
The Department of Health hopes that the image of the tumor will act as a deterrent and encourage some of Britain's eight million smokers to quit.
Chief Medical Officer Professor Dame Sally Davies said, 'This is a hard-hitting campaign to get at the hidden harms of smoking. People will see a man smoking and then a cancer growing out of the cigarette. That is what happens in people's bodies. One-in-two smokers die from smoking, most from cancer. We know that people don't personalize the harms of smoking and don't understand what's happening in their bodies. This will show them. The latest campaign will focus on the fact that smoking just 15 cigarettes can cause a mutation than can lead to cancerous tumors.'