"Every day in Denmark there are 40 children and young people who start smoking. It’s a choice not to pass on the habit of smoking to children and grandchildren. This is the thinking behind ‘Smoke-Free Future’, a partnership between the Danish Cancer Society and the Danish foundation Tryg to create the first smoke-free generation. The goal of this partnership is to have no children or young people smoking in 2030. Take a look at Tore Avlund Frandsen's intriguing short film from Agency &Co, Denmark and New Land CPH".