A NEW hard-hitting anti-smoking campaign will begin in Bradford and elsewhere across the country today.

Stop the Rot aims to highlight how smoking damages the body and causes a slow and steady decay in bones, muscles, and vital organs.

The scheme, led by Public Health England (PHE), follows a new review by medical experts on the multiple impacts toxic ingredients in cigarettes can have on the body.

The report's authors state that while smokers may recognise the dangers of cancer and problems with their lungs or heart, they may be unaware of potential damage to the musculoskeletal system, such as a 25 per cent increase in the risk of any fractures, slower healing after injury, a higher chance of rheumatoid arthritis, and up to a 114 per cent increase in the risk of chronic or disabling back and neck pain.

The research also found that current smokers were 59 per cent more likely to develop Alzheimer’s disease, and were at a higher risk of tooth loss and decay, and sight defects such as age-related cataracts.

Adult smoking prevalence has reduced across the Bradford district from 2012 to the latest figures in 2013, down from 22.8 per cent to 22.6 per cent, although the figure remains the second highest in West Yorkshire, behind Wakefield, at 25 per cent.

It is also above the regional average for Yorkshire and the Humber, 20.3 per cent, and the 2013 national average of 18.4 per cent.

The use of roll-ups has seen a rapid increase in recent years, with 40 per cent of male adult smokers, and 23 per cent of women, now said to be mainly-smoking hand-rolled cigarettes.

Around half of smokers said they believed roll-ups were less harmful than manufactured cigarettes, but PHE said this was one of the "common misconceptions" they hoped to tackle via the campaign.

A spokesman for Bradford Council said the authority would be supporting Stop the Rot, which is set to be backed by online adverts featuring a father casually rolling up a cigarette formed of rotting human flesh.

"We are endorsing the campaign, and it is positive to see that local smoking prevalence rates are reducing," said the spokesman.

"For all those wanting to make New Year's resolutions to quit, we would advise they are more likely to do so with professional help, as opposed to will-power alone.

"Our free Stop Smoking services can help to keep individuals motivated to quit."

According to PHE, smoking is still the biggest cause of preventable illness and premature death in the country, accounting for almost 80,000 deaths in England every year, including more than 8,000 across Yorkshire and the Humber.

Dr Stephen Morton, PHE Yorkshire and Humber centre director said: "Much of the harm caused by smoking doesn’t become obvious until middle age, but the invisible damage can start shockingly early, even by the late teens.

"The earlier a smoker quits the better, but quitting at any age can help reverse at least some of the damage.

"That’s why there is no time better than now to quit.

"Stop smoking and stop the rot.”