HPB reveals cosmetic side of smoking

• HPB launches anti-smoking campaign
• Involves 5-day event at Vivo City
• Targets Women

Singapore - The Health Promotion Board (HPB) with the help of DDB has launched an anti-smoking campaign targeting women.

Designed to look like launch of a new cosmetics range, ASH is a new initiative as part of HPB's Fresh Air For Women (FAFW) programme aiming to curb the upward trend of women taking to smoking in Singapore.

According to the National Health Surveillance Survey, there has been an increase in the number of female smokers in the age group of 18 to 29 years smoking daily, from 3.6% in 2001 to 9.1% in 2007.

To further substantiate the degeneration of beauty through smoking, visitors at the 5-day long outdoor event can try out the ‘Reveal' photo taking booth that is equipped with a special software which digitally alters the photo to illustrate one's complexion at the age of 60, with and without the effects of smoking.

"Through the Ash campaign, we hope women smokers will think about why they would put over 4,000 chemicals into their body, when they won't put cigarette ash on their face. At the ASH launch, women will see how smoking impacts their overall appearance which they might not have noticed before," Joann Taylor, deputy director of HPB's Substance Abuse Department, Adult Health Division, said.

As part of the campaign free consultation by Guardian pharmacists for those who wish to quit smoking is available. Sponsoring the event are Pfizer, Johnson & Johnson, Leonard Drake, Sasa, D'NIC Image Consultancy, Kimberly Clarke and True Yoga.

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