Poster with anti-smoking message, illustrated with a series of photographs of a young female model smoking, then coughing, with the message 'Put smoking out of fashion', produced by the Health Education Authority, England, c.1994-1998

There were more British smokers in the 16-24 age group than any other by 1997. The 'Put smoking out of fashion' campaign was a joint initiative between the Health Education Authority and Storm model agency. The high profile campaign was launched after research showed young women considered images of models smoking cigarettes glamorous and cool.