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Public Health England has launched an anti-smoking campaign focusing on the invisible damage that the habit causes. Dare and Now created the TV spot, which shows a man inhaling a cigarette and the journey the damaging chemicals take through his body. The toxins get into his blood, travel through his heart and lungs and, eventually, damage the cells in his brain. At the end of the ad, a voiceover says: "If you could see the damage, you’d stop." The work is the second in PHE’s "health harm" campaign. It was created by Andrew Edelston, Pippa Harrigan, Nick Bird and Lee Smith, and directed by Dom & Nic through Outsider.