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The main idea of the campaign is simple: the right decision takes just a few seconds but helps prevent environmental pollution for many years

Your mind remains clear, your cognitive function intact, and your ability to focus preserved even as your body relaxes and pain recedes

Chlotrudis Society for Independent Film

There was no evidence that e-cigarettes prompted more people to try and quit, but over this time period, as more people used e-cigarettes, more people successfully quit smoking

By choosing to vape, you take a meaningful step toward reducing the health risks associated with smoking, such as lung cancer and heart disease

doi:10.1136/tc-2022-057428