We know the dangers, but still seven million people smoke in the UK. The Government wants England to be smoke free by 2030 – but getting there will take some novel thinking.
I was in Singapore when the government was attempting to make it a smoke-free island. I was filming my TV series, Where There’s Life, investigating if it really could persuade the whole nation to quit.
The authorities had lit on a persuasive agency to lead change: children. At school they were taught to say to their parents if they lit up: “Stub it out!”, accompanied by a stubbing action with a finger, and, “I don’t want you to die!”
