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The creativity and scientific rigor of the campaign have proved that evidence-based public education can fundamentally change how people think about tobacco products, said Koplow.

Although requiring stronger assumptions and more complex models in the analysis, modelling the dosage of smoking exposure as a continuous variable can reflect the detailed association at each level of exposure and avoid loss of variance coming with the transformation into a categorial variable

Further advice and information on smoking cessation can be gathered through visiting the Quit With Help website at www.quitwithhelp.co.uk

Bullous emphysema was identified in 31% of combined smokers but only 7% of tobacco-only smokers (Pradre et al., 2026)