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New Smoking Campaign Reveals Appearance Is Key Reason To Quit

London, March 13 2013: One in seven smokers (14 per cent) who want to kick their habit agree that comments about their appearance have contributed to them feeling ready to quit for good1a.

The average smoker has tried to quit four times1c before, with nearly one in ten (nine per cent) having tried ten or more times.1dDespite repeated failure, 45 per cent1e of smokers think about giving up every day, with almost a quarter (24 per cent1f) thinking about it five times a day or more.

The new research, consisting of an online survey of 6,271 current or former smokers, commissioned by Pfizer Limited to support its “Don’t Go Cold Turkey” awareness campaign, shows almost a quarter of smokers (23 per cent1b) said they would be more likely to seek help from a health care professional (HCP) if they knew it would increase their chances of success.  Research has shown getting help from a healthcare professional can increase the chances of success by up to four times, compared to going it alone.2

Dr Sarah Jarvis, medical broadcaster and practising GP, says: “As a GP, my main aim is to get people to look at leading healthier lifestyles and one of the most important lifestyle change is stopping smoking. I’m aware that the vast majority of people who do smoke are either desperate to quit or have tried and failed in the past. I want those who are motivated to quit to consider that there is support available and that by speaking with their healthcare professional or local stop smoking service, they can increase their chances of success by up to four times, compared to going “cold turkey”.

The “Don’t Go Cold Turkey” campaign aims to ensure smokers who want to quit are aware of the help available to them from their healthcare professional and understand how taking the right approach can significantly increase the chances of successfully breaking the cycle of nicotine dependence. Visit for more information and advice on quitting smoking.



For further information, please contact:


Tom Sommerfelt
Pegasus PR on 01903 821550 or

Or, Pfizer press office 0845 300 8033 or

Smoking cessation media spokespeople, additional research statistics and more information about the “Don’t Go Cold Turkey” campaign are available upon request.


About Pfizer’s “Don’t Go Cold Turkeysurvey

The “Don’t Go Cold Turkey” campaign survey was conducted by One Poll amongst 6,271 current and former UK smokers throughout October 2012.1


About Pfizer: Working Together for a Healthier World™

At Pfizer, we apply science and our global resources to improve health and well-being at every stage of life. We strive to set the standard for quality, safety and value in the discovery, development and manufacturing of medicines for people and animals. Our diversified global health care portfolio includes human and animal biologic and small molecule medicines and vaccines, as well as many of the world’s best-known consumer products. Every day, Pfizer colleagues work to advance wellness, prevention, treatments and cures that challenge the most feared diseases of our time. Consistent with our responsibility as the world’s leading biopharmaceutical company, we also collaborate with health care providers, governments and local communities to support and expand access to reliable, affordable health care around the world.

For more than 150 years, Pfizer has worked to make a difference for all who rely on us. In the UK, Pfizer has its business headquarters in Surrey and is a major supplier of medicines to the NHS. To learn more about our commitments, please visit us at



1a. (question 9). From OnePoll’s online survey panel. A total of 6,271 UK adults aged 18+ were asked a filter question to identify smokers who have successfully quit smoking and those who want to quit but are still smoking. Across this overall sample, quota controls were by age, gender, region and by a split of the filter question to ensure a representative profile of the audience. From this 6,271 

1b. From OnePoll’s online survey panel (question 20).

1c. From OnePoll’s online survey panel (question 1).

1d. From OnePoll’s online survey panel (question 1).

1e. From OnePoll’s online survey panel (question 2).

1f. From OnePoll’s online survey panel (question 2).

2. Department of Health. Local stop smoking services – service delivery and monitoring guidance 2011/12. 2011. Available from: Last accessed: 2nd November 2012.