1. Tobacco Securing a tobacco free generation through evidence-based tobacco control June 2014

2. A new team for England 2 Martin Dockrell Jo Locker Helping smokers stop Elspeth Henderson Marketing and communications Edith Akinnawonu Tobacco Control support manager Qasim Chowdary Supporting whole system tobacco control Dave Jones Helping smokers stop Allan Gregory Supporting whole system tobacco control

3. Our ambition: a smokefree generation We will focus our efforts on actively promoting delivery of evidence-based tobacco control interventions Social marketing will send out strong messages about harm of smoking, benefits of stopping, and ways to success For people who cannot stop we will promote NICE and MHRA harm-reduction activities 3

4. A smokefree generation 5% smoking prevalence among 15 year olds by 2025 4

5. 5 Ad ban in force Standard Packs Display ban in force Age of Sale rise “Display ban Generation" turns 16 "Ad ban Generation" turns 18

6. Biggest influence on children smoking is adult smoking; smoking is the greatest single cause of health inequalities in England Reducing adult smokers will remove role modelling effects Smokefree homes will protect children from second-hand smoke Harm reduction can help people not ready or able to quit to protect their families Young people see and understand social marketing messages 6 Getting to 5%

7. How we achieve our ambition? Protect people from second-hand smoke: help people protect themselves and their families Help smokers to stop, especially the most vulnerable: more people use more effective services more of the time Reduce prevalence via social marketing: More smokers trying to stop more often Provide clear advice on harm reduction: Nicotine and how it can be used to reduce the harm of smoking Support all this with evidence-based tobacco control: promote NICE guidance and tools to inform national, regional and local action 7 Achieving a smokefree generation

8. 8 Supporting evidence-basedapproaches to Tobacco Control National commitment Clear and vocal leadership Link with national policy leads to secure consistency in approach Collate regional and centre TC plans, identifying where value can be added, opportunities exist for collaboration and any gaps in provision Promote the CLeaR model of peer assessment of local tobacco control Contribute and co-produce Identify local TC priorities, implement NICE guidance Ensure that LAs are briefed on emerging policy areas Support LAs in developing supra-local TC programmes at the levels of investment recommended by NICE in the ROI tool Invitation to local partners Use the CLeaR model to review and peer assess local TC interventions Build local capacity through use of NICE guidance Provide value for money by commissioning evidence based cessation interventions and TC, reporting on outcomes for both Planning for delivery

9. Key work streams National harm reduction symposium (May 2014) CLeaR Edith Smoking in Pregnancy Jo Preventing youth uptake Qasim Making the case for local tobacco control Allan Smokefree Acute Mental Health and Maternity Dave Harm reduction next steps Martin Marketing & Communications Elspeth 9

10. Contacts Edith.Akinnawonu@phe.gov.uk Qasim.Chowdary@phe.gov.uk Martin.Dockrell@phe.gov.uk Elspeth.Henderson@phe.gov.uk Allan.Gregory@phe.gov.uk Dave.Jones@phe.gov.uk Jo.Locker@phe.gov.uk 10