A Leicester estate with one of the highest smoking rates in the country is to be targeted in a major drive to help people quit the habit.
The plan is to persuade more than 5,500 smokers in New Parks to stub out their cigarettes by Christmas.
New Parks was chosen for the launch after drug company Pfizer, which has developed and paid for the campaign, invited people across the country to say why their neighbourhood deserved to benefit first from the project.
Hold on. Rewind that a tad.
Did someone mention convicted fraudsters, Pfizer?
Pfizer would not say how much it was spending on the campaign because the information was said to be "commercially sensitive".
The company manufactures the stop-smoking drug Champix, but will not be promoting it during the campaign.
It seems they did. So we can happily take them on their word that they won't be promoting their drugs during this campaign. After all, we all trust fraudsters, don't we?
It's undoubtedly the truth. Why lie when they don't need to promote their depression and suicide causing drugs because ... the local NHS trust will no doubt do it for them, aided by Pfizer cash, like elsewhere.
Gawd bless their charitable hearts, eh?