(LONDON) — Just in time to inspire everyone in the U.K. intending to kick the smoking habit this New Year, comes a new and graphic advertisement showing a man smoking a cigarette with a tumour growing out of it.
The British Department of Health says smoking just 15 cigarettes a day could result in mutations that could lead to cancerous tumours.
Chief Medical Officer Sally Davies said smokers play Russian roulette with every cigarette. “This is a hard-hitting campaign to get at the hidden harms of smoking,” she told the Daily Telegraph.
The British government will spend £2.7 million (approximately $4.3 million) on the nine-week TV and billboard campaign.
The ad was created, according to the Department of Health, in response to research finding that more than one in three smokers believe tobacco health risks are overplayed.
(Watch the ad here: http://www.youtube.com/watch?v=ukUWvKi0tXs)
Copyright 2012 ABC News Radio
Karen Lehr, KIVI
Jamiel Lynch and Debra Goldschmidt, CNN
Josh Friesen, Idaho State Journal
Susan Scutti, CNN