#TobaccoFreeMe | Why is Tobacco a Deadly Addiction? | Ep #2 | AXA

#TobaccoFreeMe | Why is Tobacco a Deadly Addiction? | Ep #2 | AXA


Imagine this.
Hi, could I order something
that’s really expensive
with no nutritional value, please?
Certainly, sir.
Would you also like it to be
extremely harmful to the environment?
Okay.
Tobacco.
Enjoy.
And it kills people, right?
Of course, sir,
seven million of us every year.
When you look at the facts,
tobacco makes no sense.
Question is whether
we can ever live a tobacco-free life
when it’s one of the most
addictive substances on Earth.
Why is tobacco a deadly addiction?
I’ve been smoking since my teens.
I now vape,
but I’m what they call a dual user,
so I smoke
the occasional cigarette.
I need help.
This is Dr Bronwyn King.
Tobacco is one of the most
addictive drugs on the planet
and giving up is very, very hard.
She’s a cancer doctor
and an anti-tobacco advocate.
She’s inspired me to find out
why tobacco is so addictive.
Could you tell me what happens
to the brain when taking on nicotine?
Nicotine releases dopamine
into this brain area, the striatum.
This is the brain’s
reward system.
This part of the brain
responds to things like
good food, sex,
money, things that we like.
If you’re a regular smoker,
your striatum gets used to having
that level of this chemical in it.
Then when you stop, your dopamine
level will drop down again,
and this makes you feel bad.
That’s why you get the craving
and the urge to take more drugs
in order to get
your dopamine levels up.
Tobacco kills more people
than AIDS, legal & illegal drugs,
road accidents,
murder & suicide combined
I’m just one
of a billion global customers
hooked on the tobacco
industry’s products.
I want to challenge myself to see
if I can get tobacco-free.
I’m going to go cold turkey,
72 hours with no tobacco.
That’s how long it will take for most
of the nicotine to leave my body.
Wish me luck.
AXA have arranged for me to come down
to Liverpool Football Club
to meet LFC legend
and fitness guru Luis Garcia.
I heard that you’ve been
trying to quit smoking.
– I have been. Yeah.
– Congratulations.
– Thank you very much.
– That’s the first thing.
Hopefully, I can help you
with a little bit of the routine
of having a good lifestyle.
I brought a few things
that maybe can help you
because, in the beginning,
I’m sure that in the moment
you’re trying to quit,
you’re going to feel a bit bad,
your body’s going
to change a little bit.
The most important thing,
you can see here, is the fruits,
vegetables, nuts,
they have a lot of antioxidants,
and they’re going to help
your immune system.
Your lungs are going
to have a lot of dirt,
so they’re going
to help you to clean that up.
In the next few weeks,
you’re going to start
feeling a lot better.
A diet rich in iron,
beta-carotene and vitamins E & C
promotes lung health
Once you stop smoking
and you’re getting on a healthy diet,
doing this kind of exercise
will help you a lot,
your heart will start beating,
and that’s going to make
the blood start cleaning.
It can’t come soon enough.
Definitely.
Yeah,
it’s been quite difficult today.
I haven’t really had
any sort of physical cravings
or anything like that yet.
Let’s see how it goes tomorrow.
What needs to happen
to break the addiction is for you
to not use the drug for long enough
for these areas of the brain,
the striatum, to recover and resume
their normal level of functioning.
One thing that can be helpful
is breaking your normal routine.
Research has shown that association
is a powerful driver of smoking.
Smokers have learned
to connect everyday settings
with a nicotine hit.
I’m trying to change
my leisure activities.
These are my mates.
They’ve got one thing in common,
they’ve all quit smoking.
Any advice for me?
Just keep going. Stick at it.
Yeah, stick at it.
Don’t let that little voice
in your head win.
It gets easier and easier every day.
I think, mentally, I feel strong.
I’ve been trying really hard
to congratulate myself
for every cigarette I haven’t had,
for instance with my coffee this morning,
and that was hard.
Afterwards, I felt good
because I had made the choice.
For me, giving up
is about taking back control
of how I live my life.
I’m determined
to get myself tobacco-free.
In 2016 AXA made the decision
to stop investing in tobacco
On 26th September 2018 AXA
became a Founding Signatory
of the UN Tobacco-Free
Finance Pledge
Investing in people not tobacco

Coming soon…
My dad is a smoker,
and I worry about his health
and what smoking might do to him.
In my film, I’m going
to share some insights
into how the tobacco industry
operates today.

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