FRESH has been recognised by the Irish Cancer Society for its work in the North East to reduce smoking prevalence and to help prevent smoking-related illnesses.

The regional’s tobacco control programme has been awarded the Charles Cully Memorial Medal, which is presented in recognition of work in preventing cancer.

FRESH has overseen the North East achieve the biggest drop in smoking in the UK, from 29 per cent of adults who were smokers in 2005 to 22 per cent currently. This is the biggest drop in adult smoking in the UK, making the work of FRESH an inspiration for other tobacco control programmes.

Prof Eugene Milne, the North East’s deputy regional director for Public Health, said: “FRESH’s partnership approach has achieved the largest reduction in smoking of any region in England. Without all of our partners in the health services, enforcement, local authorities and businesses working together, we would not have had the levels of success we have had so far in the North East.

“Having a regional office to co-ordinate work across a range of organisations delivers a clear and unified vision. This has been highly effective in helping smokers to quit and improve their health.

“It is a great honour to receive the Charles Cully Medal, for the Irish Cancer Society to recognise our work and to be seen as a region from which others can learn.”
Ailsa Rutter, director of FRESH, said: “Despite good progress, smoking is still our biggest killer and will claim the lives of one out of every two smokers. Making smoking history for more children will prevent more people dying from heart disease, cancers and other fatal diseases in the future.”

The Irish Cancer Society is championing the FRESH approach, which has seen the organisation work across health, local government, business and enforcement sectors to bring about changes in attitude towards tobacco and smoking. The Society has been impressed by the way FRESH has united a wide range of partners to deliver a clear and unified vision, something it believes could be improved in Ireland.

Kathleen O’Meara, head of advocacy at the Irish Cancer Society, said: “There is no reason why we can’t adopt the inclusive, community-based approach to tobacco control that FRESH has used to successfully drive down the number of people who smoke. The Irish Cancer Society has facilitated the high-level meetings between decision-makers in the area of tobacco control and FRESH, to share ideas, opportunities and challenges around smoking in Ireland.”

The work of FRESH has been also recently been recognised nationally in the UK by Anne Milton MP, Parliamentary Under Secretary of State for Public Health and Diane Abbott MP, Shadow Minister for Public Health.


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Notes on Fresh for editors

• FRESH is the UK’s first dedicated regional programme for tobacco control. It was set up in 2005 to tackle the high toll of death and disease caused by smoking.
• Fresh provides effective leadership and expertise, developing a regional approach to help reduce the prevalence of smoking. It also supports the work of key partners, including the Association of North East Councils, all 12 Primary Care Trusts, the Strategic Health Authority and all local authorities in the North East.
• In 2009 Fresh was awarded the Chief Medical Officer's Gold Award for Public Health for contributions to the health of the North East.
• Charles Cully was one of the most influential board members of the Irish Cancer Society and was instrumental in bringing the Daffodil Day concept to Ireland. Daffodil Day is now the Society’s most successful fundraising event.
• The Irish Cancer Society awards someone working in the area of cancer prevention with a medal in Mr. Cully’s name at the annual Charles Cully Lecture.