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Hubbub measured the impact of the campaign for five months and found that the amount of cigarette butts in the litter had dropped by 26%

Motivations and attitudes Reasons for use Ex-smokers: quitting (24%), stress (17%) Smokers: reduce smoking (17%), enjoyment (15%) Never-smokers: stress (29%), enjoyment (26%) Satisfaction and barriers 63% of ex-smokers who vape find vaping as or more satisfying than smoking Barriers faced by smokers to vaping: fear of substituting one addiction for another (25%), safety concerns (20%) Misperceptions of harm 54% of people believe vaping is as/more harmful than smoking Misperceptions are highest among smokers who have never vaped (61%) and smokers who have stopped vaping (58%) Quitting vaping 19% of those who have tried to quit vaping using a particular method have used smoking as an aid to quit vaping 2.1 Reasons for use Ex-smokers: quitting (24%), stress (17%) Smokers: reduce smoking (17%), enjoyment (15%) Never-smokers: stress (29%), enjoyment (26%) Reasons for vaping Among those who vaped more than once or twice, the four main reasons for vaping are as an aid to quitting smoking (18%), followed by enjoying the experience (16%), to help with stress or mental health (16%) and preventing relapse (12%)

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For some people, the toughest cigarette to give up may be the first cigarette of the day