Cawley Nea\TBWA and Mediavest

Introduction & Background:

Tobacco, as far as we know, is the only product on sale today in Ireland that will go on to kill half of all its users.

Every year, approximately 6,500 mothers, fathers, brothers, sisters and friends will die in this country, directly because of smoking1.

While it is impossible to put a price on this loss, we can put a price on what smoking costs the Irish health system. Data from the World Health organisation (WHO) says that in developed countries, between 5-15% of the total health budget is spent on treating tobacco related diseases – in Ireland, this amounts to between 1 and 2 billion euro every year. Minister of State for Health Róisín Shortall recently warned it will cost the health service more than *€23 billion over the next decade if there is no progress in cutting the numbers who smoke. In lost productivity terms alone it is estimated to cost €1million euro a day.