Teenagers are to be targeted in future anti-smoking campaigns, according to the Minister for Health.
Campaigns targeted at young people are needed because eight out of 10 adult smokers become addicted in their teenage years, Mr Martin has said.
He was speaking yesterday at the launch of a new national smoking cessation campaign aimed at the whole population, which will continue up to the introduction of the smoking ban at the end of January.
The campaign includes the first "National Smokers' Quitline" and a series of hard-hitting television advertisements.
The Minister described it as the "most comprehensive, hard-hitting and wide-ranging smoking cessation campaign ever undertaken by the Health Promotion Unit of my Department".
Mr Martin said that, in spite of a 4 per cent fall in smoking rates in the past four years, there was "no room for complacency" on the health damage from smoking and the burden placed on the health services.
Giving up was the "single most important thing" people could do to protect their health.
Two television commercials, to run during prime-time slots from next Sunday, will highlight the effects of smoking on the brain and the aorta. A third advertisement will feature the supports available to smokers wanting to quit.
The "Every Cigarette is Doing you Damage" campaign was developed in Australia, and is now used in more than 50 countries.
Outdoor and radio advertising is planned to complement the television commercials.
Callers to the Quitline, on 1850 201 203, can receive confidential advice on quitting, a free information pack and referral to local smoking cessation services. It will operate from 8 a.m. to 10 p.m., seven days a week.
However, the information pack will not be available for several weeks, The Irish Times was told when it contacted the Quitline yesterday.
Mr Martin said his Department was expecting 700 calls a week during the advertising campaign.
"For the price of a local call, a small fraction of the price of a packet of cigarettes, smokers can start to reap the benefits of a smoke-free life."
