South East campaign explaining tobacco’s effect on the brain could have prompted over 160,000 people who smoke to act

A major stop-smoking campaign across the South East has triggered an exceptional response, with new data showing that almost nine out of ten people who smoke and who saw the campaign have taken steps to quit.

The findings come from an independent evaluation of the South East Smokefree Alliance (SESA) “Quit Smoking, Feel Happier” campaign, released to coincide with National No Smoking Day (March 11th).

An independent survey of around 850 adults found that 24% had seen the “Quit Smoking, Feel Happier” campaign. Among those who smoke, 87% reported taking action after seeing the adverts, including setting quit dates, starting quit attempts, or seeking support from GPs or local Stop Smoking Services.

The campaign ran from Boxing Day to February 8th, delivering TV, radio and social media advertising, alongside 18 roadshow events across the region. Central to the campaign was a message grounded in scientific research: smoking artificially raises dopamine levels and disrupts receptors and transporters in the brain, increasing stress. Within weeks of quitting, dopamine production begins to rebalance with many former smokers reporting improved happiness.

Dr Sarah Milne, Lead of the South East Smokefree Alliance, described the results as “simply outstanding”. She said people who recalled the campaign were twice as likely to take action as those who did not.

Dr Milne, who toured the region from Bracknell to Brighton and Hove and from West Sussex to Wokingham, said many people who smoke she met during the regional roadshows experienced a “light bulb moment” when they learned how nicotine affects the brain.

She said: “Smokers around the world believe their habit relieves stress, but the reverse is true. Smoking dysregulates dopamine receptors and promotes stress. This impacts the brain’s natural production of happy hormones and creates a dreadful cycle.”

She added that traditional public health messaging has long focused on the life- threatening risks of smoking, but this approach does not reach everyone. Dr Milne said: “Explaining how quitting for good can alleviate stress and increase happiness really hit home. People kept telling us it gave them a lightbulb moment. We are thrilled to be helping people make one of the most important decisions they will ever make for their health and wellbeing.”

The South East Smokefree Alliance, representing 18 local authorities, plans to share the evaluation with research journals in the hope of shaping future public health strategies. Based on the evaluation findings, the “Quit Smoking, Feel Happier” campaign is projected to result in:

• Almost 168,000 people who smoke taking action as a direct result of the campaign — representing 24% of the smoking population whose behaviour
  has been influenced.
• An estimated 73,923 people setting a quit date or a firm intention to quit immediately.
• An estimated 9,676 people contacting or intending to contact free local Stop Smoking Services, which can make a person up to three times more likely to
  quit for good compared to going it alone.

Hazel Cheeseman, Chief Executive of Action on Smoking and Health (ASH), said: “It’s fantastic to see councils across the South East working together to deliver a campaign with such strong impact. Regional collaboration like this allows public health teams to reach far more people with clear, evidence-based messages about smoking and support to quit.
 
“Many smokers don’t fully understand the effect smoking has on the brain. While the harms to the heart and lungs are widely recognised, smoking can also worsen stress, anxiety, and low mood. Campaigns like this are important because they help people understand that quitting isn’t just about protecting future health – it can also help them feel happier and improve their wellbeing in the here and now. “The fact that so many people took action after seeing the campaign shows how powerful the right message can be when local authorities come together to support smokers to quit.”

Members of the public shared powerful reflections following their experience at a roadshow. One attendee, a man in his 50s, said: “I have been meaning to quit for ages and always put it off. Today is the day!” Another participant, an 18-year-old woman, highlighted the impact of the information presented: “I had no idea smoking affects the brain like this. It makes sense. I’m not going to smoke again.”

View the report here.