Chilling Rankin pictures in Birmingham anti-smoking campaign

Sep 20 2009 by Alison Dayani, Sunday Mercury

“We think this idea does that. It’s quite shocking, but then so is the damage smoking causes.”

Some of the worst-hit suburbs for smoking-related deaths are being targeted in east and north Birmingham, including Shard End, Sheldon, Kingstanding, Erdington, Washwood Heath, Hodge Hill and Acocks Green.

They have the highest rates of smokers in the city – and cancer and respiratory disease deaths. Residents in those areas are also more likely to suffer strokes and heart attacks or need emergency hospital treatment than other parts of the city.

Rankin, who has previously backed campaigns for Amnesty International and Oxfam, said: “The forcefulness of the message and the way it didn’t flinch from the hideous truth appealed to me.

“As with a lot of my work, I like people to react to it and have an opinion about it.

‘‘We really hope the film has an impact on those who watch it. If one person gives up smoking as a result then it will have achieved its aim.”

Mobile units showing the Rankin film will be touring Birmingham to give quitting advice and test smokers’ carbon monoxide levels or lung age in coming weeks. Catherine Tomaney, head of Stop Smoking Services for NHS Birmingham East and North, said: “We know that there is as much as six years’ difference in life expectancy across east and north Birmingham and smoking plays an important part in this.

“By reaching the most affected areas with a strong and motivating message, we can reduce smoking and address the critical health problems associated with it.

“Aimed at men who smoke, the message is clear: you wouldn’t let yourself be beaten up on the outside like this, so why allow cigarettes do it to your insides?”

Miss Tomaney said the primary care trust had seen some success in recent years. But despite more smokers pledging to give up, the percentage of successful quitters after four weeks dropped from 59 per cent in 2006/7 to 52 per cent the following year.

For help to give up smoking, text BEAT to 80800.