College students in Bath have been discovering that far fewer of their peers smoke than they previously thought.
A recent survey at the City of Bath College has revealed that students thought that 52 per cent of their classmates were lighting up, when in fact it was just 28 per cent.
It was conducted as part of a new smoking prevention campaign, which has the key message that "seven out of ten students don't smoke".
It is hoped that over time students will realise that not smoking is the norm and this will delay or prevent them from taking up the habit.
College activities leader Scarlett Mosnier said students may wrongly think a higher number of their peers smoke because of boasting.
She said: "It's about changing people's perception of smoking with a positive message.
"Students often think most people around them are smokers. We want to show students it's more popular not to smoke than to smoke.
"Our primary goal is to correct people's perception of smoking and change the way they think."
The campaign, which includes the message being published on posters and t-shirts, is being funded by the Primary Care Trust as part of the Director of Public Health Award, which aims to show shows that staff and students can create healthy outcomes.
Scarlett added: "When students leave school and come to college, they often feel grown up as there is a smoking area and they are able to walk off the premises and into shops to buy cigarettes.
"This is why our campaign is a very visual thing to try to grab their attention.
"The long-term aim is to help smokers stop or cut-down but for the time being we want to stop people taking up smoking. We are showing people that it's not the norm."
Many students who already smoke said they did so due to peer pressure and the social aspect.
They are now being advised to pick up a quitting pack and speak to the college nurse.
The survey found that 80 per cent of students smoked roll-ups, 21 per cent of students have started smoking since joining college and 65 per cent wanted to quit.
The campaign's artwork has been designed by level 3 graphic design student Darcey Beau.
Image may be NSFW.
Clik here to view.
