- Okay. - Are we going? In England, especially London, it's very much about being independent and individual. And it's a bit of a free for all, and no one really cares, if you're fucking yourself up and smoking all the time. They're kind of like, "Live and let live". Whereas here, it's like, "Let's live together." "Let's try and make as much out of this as possible." I've just woken up in a house with complete strangers and I have no idea what we're doing today. I'm kind of nervous about everything in general. You usually smoke in the morning? Yeah, normally, it's like one of the first things I'll do. Just get up and have a coffee and smoke. But I've decided to give up as of yesterday, so I'm not doing that today. So it's just coffee now? Just coffee for now. So we'll see how long I last before I get really angry and anxious. Do you prefer to go to the gym by yourself? You can join me if you want. I actually feel fine. I'm actually really willing to give it a go. Yeah, I'm not gonna smoke today as well. - As long as we're distracted, I think it's gonna be fine. - Just keep us busy. Test my asthma, that's like one of the main things that keeps me not smoking. It's like, after a few days, I don't need to take my inhaler. - Why do you smoke? - I know. It's really stupid. Do you ever work out together? No never. I think this could be my first time in a gym. It still feels pretty heavy for 60 kilos. I feel so weak doing all of this. I remember how to do it all, but ... - How much weight did you lift in this one? - On the squat, I could do 200 kilos. And the others? The others, like 220 on the deadlift. And then 110 on the bench. That's a lot. I think this is a 200 kilo deadlift. - You're 18 or 19 there? - Yeah, I would have been 18. - But you see, I'm quite a different size. - Your hands and your back? Yeah, everything is slightly different, isn't it? I was just going out with my friends and I realised that I was enjoying that a lot more. And I was taking the personal training way too seriously. So, I didn't really have a social life, and then with the social life in England comes drinking and smoking. Yes! You did one. What are you on about? You did. Yeah, I'm addicted! I'm going to get into this! Normally by 12 o'clock, I would have had about three cigarettes. I can't really recall a time before, when I would have got to 12 o'clock without a cigarette. It's burning! Oh, shit. - It's really healthy. You have to try it. - Oh really? Yes. Go on! My body feels so good. I feel like it's distracting me from smoking, as well. That's the nice part. You know? If we'd like, had a drink and a big meal, we'd feel like smoking. I'd feel guilty if I had a cigarette now. I think that's the word - guilt. The family said that the Mayor of Reykjavik was actually a really key figure, in all the changes, especially to smoking, in Iceland. - Oh yes. This is my neighbourhood pool. - Is this where you come often? Yeah. I was here actually just last night. With my kids. We were kind of European champions in trying drugs, drinking and smoking. And the fact is that we have gone from being the worst in class, in Europe, 20 years ago, to being the best. We have seen extreme good numbers when it comes to the young. We encourage kids to participate in sports or music or dance, or whatever, that is not connected to alcohol or drugs. We enforce not staying out alone as long as before. And they are spending more time with their parents. When I was young, it was the norm that children tried smoking. And now it's almost out of the question. Do you think that you could apply the similar laws and rules you've set out here, and have the same impact in London? I think that you actually could. I think you should start very local, within a single school or a neighbourhood, but aim for all of the city. So go home, and good luck. I think, the Icelandic model makes sense in Iceland. I think you need to think about the bigger picture. The differences in culture, and the differences in like the weather and the population, we didn't really touch on that. And I'm finding that the most crucial part, of how they bring in laws and rules. Our media, who we're looking up to and how much we're exposed to. Yep. I think they're good at showing the best here. Ingibjörg told me that they've made a conscious effort, to make it hard to find tobacco in the supermarket. She told me, you can buy cigarettes in the supermarket. You just have to ask. - Where can we get cigarettes? - It's at the cashiers. Yeah okay so, this is where the cigarettes are. They're like hidden away, so people can't see them when they come, because it's not alllowed. - It doesn't say "Tobacco" anywhere here, does it? - No. It doesn't. Otherwise, I'd have no idea that it was sold here. No exactly. The way they buy it here is not different enough, for it to have a direct effect on my relationship with smoking. I think it's a much bigger picture than how you buy the cigarettes. All the small things combined here is what's making a difference here, not just this one thing. I think that's what we're starting to realise, that it's the cumulative effect. - Thank you so much. - Enjoy the food. I'm not craving a cigarette. I'm not craving a cigarette. Again I peaked after dinner and now I'm fine. I'm not at all stressed right now because, there's nothing to be stressed about in Iceland. And I think you also want to have a fag because it's a way to escape a situation. It's a way to have a break. Yeah, it's silly really. We're going to visit where Björn works, in a bar, and I'm curious to see if going to this kind of environment makes me crave a cigarette. - Most of our mates smoke. - Especially if we go out drinking, everyone smokes. Yeah, exactly. That's the big one. As soon as you're drinking. In Iceland, it's usually, like if it's a group. One starts smoking, the next starts smoking, and eventually everyone starts smoking. - So you feel like smoking now? - I really do. I really do. I think I am aware of the dangers and health effects of smoking. But when everyone around you is smoking, that's something to worry about in the future. - It's like a social thing. - It's a social thing. Actually, I am worried about my health, about smoking, because my father passed away when I was 11, from lung cancer. He used to smoke since he was like 15, so he was a heavy smoker and yeah, but that did definitely affect me and I remember when I was a teenager, when some of my friends were starting to smoke, - I really took it ... - She cried... Yeah I did cry. I was really upset about it. I haven't had something happen to me that really scares me. I haven't had a big scare, where someone close to me has got lung cancer or anything like that. In school, you're taught, "Smoking kills, don't take drugs, don't drink alcohol." And I think when you're young, it just makes you want to try everything more. And unfortunately, smoking is addictive. I don't have a clue about my lung capacity. You're only 21 years old. You're supposed to get a whole circle. The idea of a cigarette here right now is pretty horrible. Subtitles: Kirsten Mollerup Subline


Going Cold Turkey

This is a sample from our ‘Quit Cigarettes’ mission, which is currently live in the UK. Our goal is to increase the amount of people in the UK who quit cigarettes. Read more about our first mission here.

Tired, cold, and with a slight sense of trepidation, Theo and Alice are about to put their lungs to the test. At 21 they should be in perfect shape with nothing to worry about. The results say different… and if they don’t turn back now, there may not be any turning back at all.