You may have already seen the British Heart Foundation's hard-hitting new adverts on television, on posters and in newspapers and magazines.

But why have we done this campaign? And why have we used such graphic images?

The reasons are simple. We want you to be aware of the fact that smoking damages your heart and arteries. The message is clear - if you smoke you risk clogging up your arteries.

And every single time you pick up a cigarette we want you to remember this fact.

Our campaign is based on extensive research with groups of smokers to find the most effective approach to making the link between smoking and coronary heart disease.

As a result of seeing this approach, some smokers who took part in our research groups have already decided to give up cigarettes.

Adverts taking a simliar approach and broadcast in the United States, Australia and Northern Ireland have already proved successful in getting the message across to smokers.

So even if you've tried to give up many times before but failed, we hope our campaign will convince you that it's worth trying again until you succeed. Your heart depends on it.

If you haven't already seen our TV ad, please click on one of the following links.