Focused on the evidence that quitting smoking benefits both physical and mental health, the communications campaign explains how smoking suppresses the brain’s dopamine levels — the chemical linked to motivation, pleasure and wellbeing. Within a few weeks of stopping, however, dopamine production begins to recover naturally, improving mood and reducing anxiety in those who have quit.
Although the number of smokers in the Royal Borough continues to fall, and is below the national average, the campaign is set to help those who are still smoking to quit, with a special focus on groups where smoking is linked to health inequalities, particularly among people in manual or routine jobs and those living with mental health conditions.
Other council public health teams across the south east have joined forces for this campaign as part of the SE Smokefree Alliance, using dedicated government funding for smoking cessation to create a campaign across broadcast channels including TV, radio and online to reshape public understanding of smoking and stress plus show smokers how to access their free local support to stop. This is because research shows many people are unaware their local councils offer free support.
In the Royal Borough, this support is offered by Smokefreelife Berkshire and includes 12 weeks of free help, including nicotine replacement therapy, vapes, wellness coaching, digital tools and medication.
Cllr Catherine del Campo, Cabinet Member for Adult Services, Health and Housing Services, said: “Although we’re heartened to see increasing numbers of our residents quitting smoking, we’re not complacent as the habit still unfairly predominates in certain groups and communities.
“As an ex-smoker, I know that one of the barriers to stopping is the belief that smoking helps people cope with stress, but nicotine increases anxiety by trapping them in a cycle of cravings. Within weeks of quitting, the brain starts to heal, and your mood naturally lifts. This campaign is about positivity and connection, and how stopping smoking is one of the most powerful steps you can take to feel better.”
To learn more about Stop Smoking Feel Happier, the science behind smoking and stress, or to self-refer for free support, visit the Alliance’s Quit Together Live Better website or self-refer directly through the Smokefreelife Berkshire website.