The campaign, which uses Facebook, Instagram and Pinterest to reach girls across North Wales will now see girls 'taking over' the page and delivering key messages. Girls who like the Facebook page will be sent messages about smoking and vaping as well as photos, stories and YouTube videos created by the Conwy editorial group.

Help and guidance on careers, ways to build confidence and beat bullying also feature in the campaign. Girls that take part will also be able to win prizes such as beauty products, shopping vouchers and their dream job for the day.

Independent research commissioned by Public Health Wales and undertaken by Social Change UK from January to May found that girls with low aspirations[1] that didn’t take part in sport or after school activities were more likely to smoke or use e-cigarettes.

The study which looked at smoking rates of 11 and 12 year old girls in North Wales also found that if parents smoke, children are more likely to start and that smoking prevalence among young girls appears highest in deprived communities.

Delyth Jones leads the work for Public Health Wales, “We know that girls in North Wales are far more likely than boys to take us smoking so this campaign is all about encouraging girls not to start smoking. We are really pleased that an enthusiastic team of girls from Conwy will be encouraging their friends to dream big and showing how smoking won’t help them to achieve their goals.

The girls have been helping us to develop messages and content that they know their peers will relate to and share so that we reach as many young girls as possible.”

This campaign is part of a range of interventions designed by Social Change UK and now being tested in North Wales. They include a review of programmes to increase participation in outdoor activities, measures to control the sale of e-cigarettes to under 18's, promoting cessation services to parents and creating more smoke free spaces and buildings.

[1] Measured through attitudes and behaviours in four key areas: family, place, school, the future