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Fight against tobacco: European Commission launches a pan-European campaign

Brussels, 16 June 2011 – "Ex-smokers are unstoppable" is the slogan of the EU-wide campaign launched today by European Commissioner for Health and Consumer Policy, John Dalli. Tobacco is the single largest cause of avoidable illness in the European Union and the estimated cause of death of over 650,000 people in the European Union every year. 1 in 3 people smoke. The 3 year campaign being launched today will focus on the positive effects of stopping smoking and will use a coordinated mix of advertising, social media, events and practical tools to reach smokers and help them quit.

"Ex-smokers are unstoppable"

The campaign is aimed at smokers aged between 25 and 34 representing almost 28 million people in the EU. The campaign aims to highlight what smokers can gain from quitting to smoke, and uses ex-smokers and their achievements as role models to inspire those who wish to quit. The campaign further provides smokers with practical help with quitting, through the innovative "iCoach".

Introducing the iCoach

The “Ex-smokers are unstoppable” campaign features an effective tool to help smokers quit. iCoach, developped by BrandNewDay, is a free access digital health coaching platform available in all the official EU languages. Unlike other digital health tools, the iCoach also focuses on those unwilling to quit and those with a high relapse risk.