CLOSING KEYNOTE: Real people living in real communities: Are we doing enough to make a smoke-free future a reality for everyone?

This session will reflect on the cultural norms experienced in the North East of England and how, two decades since the launch of Fresh and a collaborative approach to focus on tobacco smoking, rates have dropped 62%, the largest in England. Despite this significant progress, smoking is still killing too many loved ones each day, and there is still much to be done, with rates much higher within some groups. At the core are real people living in real communities whose stories need to be told and heard. With a clear regional vision for a smokefree future, free from the death and disease of tobacco, this presentation will explore whether we are doing enough to make this a reality.