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At the heart of general practice since 1960

Fashion photographer recruited for 'shock' quit-smoking campaign

By Ian Quinn

Where GPs are struggling in stopping patients smoking, NHS chiefs hope a man more used to photographing Kate Moss and Kylie Minogue will succeed.

Rankin, so famous in the worlds of fashion and portrait photography that he is known by one name only, has been recruited by NHS Birmingham East and North to direct a short horror film, ramming home the stop-smoking message to patients who have refused to go to their GP or quit smoking services.

Featuring a smoker suffering a violent assault from an invisible assailant as he walks down the street, the film (see below), co-directed by Chris Cottam, is being shown on You Tube and in a mobile exhibition by the trust, as part of an advertising campaign in the city.

The trust reckons one of the hard-hitting images featured will be seen by every one of its target audience in the most deprived areas of Birmingham, at least six times during the campaign.

NHS Birmingham East and North have recruited Rankin to direct an anti-smoking film NHS Birmingham East and North have recruited Rankin to direct an anti-smoking film Fightback

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