An effort made by North Norfolk MP, health minister and recent ex-smoker Norman Lamb and his press spin ‘doctor’, Dame Sally Davies.
Throughout the month of October, smokers in England will be invited to stub them out and sample life beyond their smokers shelter.
All of the time being reminded of their very unhealthy habit by Sally, Norman and a gaggle of people already on their second heart or talking like a Dalek because their voice box has gone.
Norman was so keen to keep his ‘Health’ job during last week’s cabinet reshuffle that he quit his fag habit just a few days before.
A healthy move, Norman, baring in mind the difficulty of telling someone to quit fags when you yourself are smoking like a power station chimney on overdrive.
And so throughout the seemingly endless british television advertisement breaks you will be periodically invited to give up the cancer sticks or face a very early death at the hands of Madame Nicotine.
A joy to behold as your lungs and nasal passages corrode like the firebox and steam lines of ‘The Flying Scotsman’ as it merrily made its way in 1962 to London on yet another journey without receiving a full mechanical service. No doubt due to its forthcoming demise a year later.
Unless of course you have a Sky Plus Box or Tivo, in which case you can skip through those adverts like a spring lamb skipping its merry little way across a Basran minefield.