A NEW hard-hitting film has been created in efforts to highlight the damaging effect smoking has on the heart and encourage people to quit.

Public Health England (PHE) is today launching a new campaign after it was revealed that 45 people a day die of cardiovascular disease (CVD) caused by smoking - more than 16,500 people a year in England.

Across the South West 15.5 per cent of people currently smoke. Smoking increases the risk of heart disease by a quarter and doubles the risk of heart attack or a stroke.

The latest campaign from PHE coincides with the first year when all cigarettes sold in the UK will be in standard packs with all attractive branding removed.

The packs, which will be mandatory from May, feature graphic picture and text health warnings, several of which illustrate how smoking causes cardiovascular disease and death.

Public Health England insights show that the two biggest motivators for smokers to quit are for their health and their families.

PHE has therefore released a new, emotive short film featuring children’s TV doctor Dr Ranj Singh working with primary school children in Coventry, to create their own heartfelt messages about the dangers of smoking.

The messages, inspired by the introduction of standard packs, focus on the damage smoking does to the heart and circulatory system.

Dr Ranj Singh, TV and NHS doctor said: "The new film featuring primary school children really brings home the damage that smoking does to your cardiovascular system. Most people are well aware of the effects of smoking on the lungs, but are less aware of the awful impact it also has on the heart and arteries. 

"We know that many people quit smoking for their family, and this film shows just how passionately children want to protect the health of smokers and want to help them quit.”

Russ Moody, health and welbeing programme lead for Public Health England South West, added: “We know smoking causes serious illnesses and death, but we also know that quitting will eventually lead to a much reduced risk of heart disease and stroke.

“The Health Harms campaign will feature a lot of dramatic images of the damage tobacco smoking will cause; if that inspires anyone to quit there is a lot of local help available to them to break the habit.”

The campaign launches today (December 30) with TV and digital advertising showing NHS Smokefree ‘Rotten Roll-up’ and ‘Mutations’ adverts, which highlight the serious damage that cigarettes can cause.

The campaign encourages smokers to search ‘Smokefree’ online for free quitting support and tools.