Campaign highlights ‘cruel’ smokers disease

FRESH WARNING ... Paul Collins is helping warn people against the perils of smoking, which can destroy their lungs and leave them unable to breathe.

A THOUGHT-provoking new campaign is targeting smokers in South Tyneside, to highlight a cruel disease which can destroy their lungs.

‘Every breath’ aims to highlight the long-term effects of smoking-related chronic obstructive pulmonary disease (COPD), the umbrella term for emphysema and bronchitis, in a Бид to encourage more people to quit smoking.

Experts from anti-smoking campaigners Fresh have teamed up with the British Lung Foundation to run the scheme – which uses the lyrics of The Police’s 1983 hit.

Together, they hope to challenge the assumption among smokers that shortness of breath and ‘smokers’ coughs’ are ‘normal’ for them.

COPD is the UK’s fifth-biggest killer, costing the lives of more people than breast, bowel or prostate cancer every year.

In the North East, it is estimated 32,000 suffer from COPD without realising – costing the NHS about ?491m annually.

Ailsa Rutter, director of Fresh, said: “This is a UK first. The North East is the first region in the country to use COPD in a stop-smoking campaign – and the fact that we are leading the way on this is certainly something to be proud of.

“We want people in the region to be the best informed in the country about the health harms of smoking. ?“We hope that with ‘Every breath’, we are able to provide the hard facts about the terrible effects of COPD and further encourage more people to quit smoking as early as possible to prevent it.”

Dr Liz Fuller, respiratory physician at South Tyneside NHS Foundation Trust, added: “COPD is a disease mainly caused by smoking.

“Unfortunately, it’s a disease many smokers don’t know much about until they are diagnosed.

“It can be a cruel disease, but its worst ravages can be prevented by quitting smoking early enough.

“More awareness and education can only be a good thing.”

Paul Collins, from East Boldon, was diagnosed with COPB in 2007.

The 69-year-old, who quit smoking six years ago, said: “I used to smoke over 40 cigarettes a day and came to regard feeling out of breath as normal.

“But as time went on, I started to get exhausted really quickly and would often struggle to catch my breath.

“I was diagnosed in 2007, after I suffered from my first choking fit, which was horrible – this is when I realised what smoking had done to my health.

“One minute I felt normal, but all of a sudden I was overcome with panic and gasping for air.

“It was a terrifying experience – and I really believed that I was going to die.”

Mr Collins says the disease has now taken away his freedom.

He added: “In my head I still think I can do the things around the house or in the garden that I once would take for granted, but even just picking up a spade or climbing the stairs leaves me feeling out of breath.

“If I had known about COPD earlier, I would never have started smoking.

“It is a dreadful disease, so I’m pleased FRESH is helping others to find out more about it, and I hope it encourages more to quit smoking.”

For more information on quitting, contact the NHS Smokefree Helpline on 0800 011612, text FRESH and a postcode to 88088, visit www.everybreath.tv or make an appointment to see your GP.