A new campaign is calling on smokers to think about the moments they could miss if they do not quit.
The campaign launches in Devon with 100 days to go until the UK's smokefree generation law takes effect on January 1, 2027. It asks the 81,894 people who still smoke in Devon to consider the question: "What will you miss?"
The law will make it illegal to sell tobacco to anyone born on or after January 1, 2009.
Smoking remains the leading cause of preventable illness and early death in the South West, with around 6,600 deaths each year, including 977 in Devon alone.
Steve Brown, director of public health at Devon County Council, said: "Smoking is still the leading cause of preventable illness and early death in Devon, and it affects some of our communities far more than others.
"This campaign is about reaching people who smoke with a message that matters to them personally.
"We know most people who smoke want to stop, and that many have tried before.
"The good news is that people are up to three times more likely to quit successfully with the right support, and that support is free, local and available right now through Stop For Life Devon."
The What Will You Miss? campaign is being launched by Smokefree South West, a partnership of 15 local authorities working with the NHS, and is supported by Devon County Council. It is inspired by Greater Manchester's Make Smoking History programme.
The campaign will run on TV, radio, and social media across the South West. At its centre is a short film showing a bride on her wedding day, missing a loved one who should have been there.
The message is that smoking does not just shorten your life; it also takes you away from life's most important moments.
People in Devon can access free, personalised support to quit smoking through Stop for Life Devon. Expert coaches offer quit plans, help with managing cravings, and motivation, with support available by phone, video call, or in person.
To find out more, visit https://stopforlifedevon.org/, call 0800 122 3866, or text "QUITNOW DEVON" to 66777.
Campaign Urges Devon Smokers to Quit: What Will You Miss?