Teenagers are being asked to make films for Channel 4 to encourage their contemporaries to quit smoking.
The online competition is being launched with Cancer Research UK and DJ Spoony to coincide with new legislation which makes it illegal to sell tobacco to under-18s.
The broadcaster also wants the films to deter teenagers from starting to smoke.
The winning films, tested by focus groups, will be shown online on the internet.
Cancer Research UK's director of tobacco control Jean King said: "We're very excited about this competition - teenagers are precisely the 'hard-to-reach' group with whom anti-smoking campaigns are struggling to connect.
"This presents an opportunity for us to communicate with young people in a way that is relevant to them and we hope it will help change teenagers' attitudes towards smoking."
James Estill, senior producer at 4Talent, the division of the broadcaster which looks after the development of talent, said: "Over the years I've learnt never to underestimate the creativity of teenagers, so I'm really looking forward to seeing their ideas for what is a notoriously tricky message to convey."
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