A group of Dutch celebrities have joined forces with the Dutch Heart Foundation, KWF Dutch Cancer Society, and Lung Foundation Netherlands (Health Foundations for Smoke-Free) to launch a campaign for a smoke-free generation. The aim of the campaign is to reduce the number of smoking images in movies, TV, music, fashion, and photography.

The campaign is spearheaded by renowned personalities, including artists Défano Holwijn, Sterre Koning, and Nnelg, stylist Nicole Huisman, director Tim Oliehoek, presenter Dieuwertje Blok, photographer William Rutten, actress Olivia Lonsdale, and LINDA.meiden chief editor Mandy Woelkens. In a statement on rookvrij.nl, they have made it clear that they want to put an end to the message that smoking is attractive or interesting to young people. Their statement reads, “Let’s stop pretending.” They are also calling on their colleagues in the media industry to help reduce the number of smoking images in their work.

This campaign has been launched in response to the frequent presence of smoking images in youth-oriented media, and studies have shown that higher exposure to smoking in movies makes young people twice more likely to use tobacco. The campaign aims to create a healthier and more responsible media environment for young people, free from the glamorization of smoking.