Our single stated aim when it came to curing the world of smoking was to effectively put ourselves out of business - by curing all the smokers in the world. To really achieve our aim we do need governments to engage with us. With one eye on their treasury coffers one wonders whether there's a government out there genuinely interested in eradicating addiction.
One in 10 parents in Britain believe that drinking cola counts towards their five recommended portions of fruit and veg. Not only that, one in 10 of those surveyed also believed that chips contributed to the five-a-day health campaign, while one in five thought that fruit-flavoured sweets counted towards this target.
Propylene glycol is a solvent, and there is a natural hesitation when it comes to the idea of breathing in a 'chemical'. There are over 4000 chemicals in tobacco smoke, nearly all of which are more harmful than propylene glycol. Yes, of course it isn't ideal and we don't know much about the long term health risks associated with inhaling it, but surely one chemical is better than 4000?
As I hit my late twenties, I was spending as much time as a non-smoker as I was a smoker. I would wean myself off, stay off for a while (once even an entire year) then suddenly that feeling of missing a vital part of my identity would over-ride logic (usually following a glass of wine or four) and before you know it - bam.
With kids' books you have to find the age dependant sweet spot that's got story, but isn't too long, and isn't so annoying that reading it twice a day for months won't drive you to suicide. Luckily there's a fantastic range of publishers, and with picture books you're not dogged branded stuff (that hits later when they like Marvel, DC and Turtles.)