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According to the Health Survey for England 2015 referenced in NHS Digitals 2018 statistics, of those aged 16+, 31% of men and 26% of women self-reported at least some exposure to secondhand smoke
But one can is all it takes, in many cases, for that kid to end up in an ER with serious heart arrhythmia if not a full-blown infarction
Richard Prince was commissioned to shoot the iconic images, shooting with Ektacolor film Associating Marlboro with the rough, tough and masculine life of a cowboy worked well still does, although the references to cowboys were replaced in the 80s by a more sophisticated campaign which retained the suggestions of the wild western lifestyle but catered for a more educated audience, especially in Europe where the cowboy references were seen as irrelevant
When they see people like Hailey Bieber, Alexa Chung, or other celebrities they admire holding cigarettes in hyper-glamorized settings, the cigarette stops looking dangerous and starts looking aspirational
