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Editorial | Hardening is dead, long live softening; time to focus on reducing disparities in smoking

This editorial responds to a new study refuting the ‘hardening’ hypothesis - a hypothesis that states as smoking prevalence declines, the proportion of ‘hard-core’ smokers increases. Richard Edwards of ASPIRE 2025 argues that the evidence from many different countries points instead towards ‘softening’ of the smoker population as they smoke less cigarettes and become more motivated to quit.

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Report | ASPIRE2025 Annual Report for 2018

We are delighted to share with you the 2018 ASPIRE2025 Annual Report, which highlights the many and varied outputs from a year of intensive work, by a team inspired to achieve the Smokefree2025 goal.

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Article | An analysis of tobacco placement in YouTube cartoon series The Big Lez Show

This paper, recently published in Nicotine and Tobacco Research, investigates how social media platforms such as YouTube provide largely unregulated opportunities for covert tobacco product placement that immerse viewers in evolving narratives and surrounding fan-created material.

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Seminar | “The Lesser Evil” : Communicating about comparative risks of electronic and combusted cigarettes

Dr Lucy Popova's talk will present the results of qualitative studies and randomized controlled experiments on messages communicating comparative risk of electronic and combusted cigarettes and discuss promising strategies.

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ASPIRE 2025 Recognised for Tobacco Control Excellence

ASPIRE 2025 has received the Thoracic Society of Australia and New Zealand President’s Award, which recognised the research theme’s “exemplary efforts and achievements in the field of smoking cessation and tobacco control”.

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