A major new regional tobacco control partnership has been launched today across 12 local authorities in the East of England. The new brand – “Let’s Be Clear – for a tobacco-free future” – is funded by Public Health teams across twelve councils and brings them together  for the first time in a unified effort to tackle tobacco harm and reduce smoking rates across the region.

Building on the success of collaborative tobacco control programmes in other parts of England, Let’s Be Clear provides an umbrella for shared campaigns, initiatives, and public messaging. By working collectively under a single, recognisable identity, the partnership aims to strengthen the impact of tobacco control work, increase visibility, and make the best use of shared resources.

The initiative represents one of the largest regional collaborations of its kind, covering a population of almost 7 million people and a diverse mix of urban and rural communities. Through Let’s Be Clear, local authorities will pool expertise and benefit from economies of scale in campaign delivery, media buying, and communications. This will ensure consistent, evidence-based messaging reaches more people while delivering better value for money for local taxpayers.

Smoking remains the leading cause of preventable illness and early death, responsible for thousands of deaths each year and a significant burden on the NHS. Despite decades of progress, tobacco use continues to drive health inequalities, with smoking rates remaining disproportionately high in more deprived communities.

The Let’s Be Clear partnership will focus initially on coordinated action to support smokers to quit through local stop smoking services.

In the future this could also include work on tackling illicit tobacco, lobbying the government and the possibility of joint commissioning of services

Sarah Perman Director of Public Health for Hertfordshire said:

“This collaboration marks an exciting step forward for public health in the East of England. By joining forces, we can amplify our efforts, reach more people, and create a stronger voice for tobacco control. Together, we’re saying: let’s be clear – smoking remains one of the most harmful behaviours affecting our communities, and we are committed to achieving a tobacco-free future.”

Krishna Ramkhelawon, from the steering group added:

“As Director of Public Health in Southend on Sea I fully support the first East of England joint initiative to tackle Tobacco Control across our region.  Pooled resource will enable us to maximise the impact we can make with high profile media campaigns reminding people of the range of help available to them. Government investment in this is already bearing fruit, and smoking rates are continuing to fall. We want to continue the positive trajectory of this activity to benefit the health of residents of our regions. “

Let’s Be Clear – for a tobacco-free future now has its own brand and website and is promoting the East of England offer across all local authorities officially rolling out its first branded campaign across January and February. The initiative is raising awareness of and signposting the public to the range of services that already exist in their local areas to support anyone who wants to quit. The aim is to inspire residents across the East of England to take positive steps toward a healthier, smoke-free life.