The cost of hospital admissions for users of
hand rolling tobacco in the South West ran to approximately £31.7m in 2008/09
The Campaign
Smokefree South West launched a major campaign targeting the 33% of smokers in the area, the highest in the country, who use hand rolling tobacco. The first of its kind, it highlights the inherent health risks and dispels the myths that have built up around it.
Why is it needed?
The cost of hospital admissions for users of hand rolling tobacco in the South West ran to approximately £31.7m in 2008/09, this represents an estimated £6 for every person in the South West.
Smokefree South West commissioned detailed research conducted amongst smokers of hand rolling tobacco.
The key findings showed:
Smokers say hand rolling tobacco is more natural, with fewer additives. Many believe it allows them greater control over their smoking. Many smokers believe that smoking hand rolling tobacco represents a more 'organic' and healthier option. Smokers enjoy 'rolling up' and see it as a real art form and skill. Hand rolling tobacco smokers are immune to traditional anti-smoking campaigns. They don't think of themselves as 'normal' smokers.
Gabriel Scally, Regional Director of Public Health and Smokefree South West spokesperson said: "The majority of hand rolling tobacco smokers believe that 'rollies' represent a healthier option. They have a strong belief that they contain fewer additives and are grown from an organic source. This is simply not the case.
"In fact, the same manufacturers who make cigarettes such as the West Country's own Imperial Tobacco also produce pouches of rolling tobacco. Hand-rolled cigarettes present the same kinds of health risks to smokers as manufactured cigarettes, such as cancer, impotence, stroke and lung disease."
How we delivered it:
It has been seen across the South West including on eye catching billboards, support packs for smokers looking to quit and hard-hitting radio and television adverts.
Smokefree South West developed a brand new Wise-Up to Roll-Ups pack, in the style of a hand rolling tobacco pouch, containing information about hand rolling tobacco and quitting tools to aid smokers to quit hand rolling tobacco. Click on the image to view the video.
The campaign gained significant media interest from across the South West including major BBC regional news programmes, ITV WestCountry as well as BBC and independent radio stations. The campaign figured widely in local newspapers across the South West highlighting the interest local communities have in this problem. A selection of the clips are available on this page.
The campaign has been backed by Cancer Research UK and the Faculty of Public Health.
Jean King, Cancer Research UK's Director of Tobacco Control, said: "It's important for people to know that while smoking hand-rolling tobacco may be cheaper it is every bit as toxic as ready-made cigarettes.
"This campaign dispels the dangerous myth, believed by many smokers, that hand-rolled cigarettes are more 'natural' and so less harmful than manufactured ones. Smoking hand-rolling tobacco is just as harmful as cigarettes bought in packets."
Professor Lindsey Davies, President of the Faculty of Public Health said: "This is a ground-breaking campaign highlighting the dangers that hand rolling tobacco can cause. We fully endorse this campaign. Rolling your own presents as many risks as do normal cigarettes."
What We Do 
The cost of hospital admissions for users of hand rolling tobacco in the South West ran to approximately £31.7m in 2008/09, this represents an estimated £6 for every person in the South West.
Smokefree South West commissioned detailed research conducted amongst smokers of hand rolling tobacco.