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The Dont Wait campaign first launched in June 2020 as a response to rising concerns about smoking and Covid 19 and the wider health implications, and evolved from the Quit for Covid campaign which Fresh supported Action on Smoking and Health to implement. Dont Wait is one of the most successful campaigns Fresh has ever run.



The campaign delivered a hard hitting plea by NHS respiratory consultant Dr Ruth Sharrock for smokers to quit and reduce the risk of developing lung damage, weakened immune system, cancer, heart attack, diabetes and stroke - diseases which in themselves are life limiting and life threatening, but which emerging evidence suggested could also make symptoms of coronavirus more severe.


The campaign ran across broadcast and digital media but also created a platform of resources for partners including a communications toolkit, flyers and posters for localities and pharmacies, screens for public buildings, social media assets and short animations.


The campaign was funded and developed in collaboration betweeen local authority and NHS partners in the North East and North Cumbria ICS Prevention Board.