SMOKERS will be encouraged to stub out their cigarettes and create a smoke-free Malvern when a new campaign is launched.

Malvern Hills District Council kicks off the campaign in March, to coincide with National No Smoking Day.

Likely initiatives include a cigarette exchange, encouraging people to swap tobacco for healthy items, and a competition between local businesses to see how many cigarettes their staff can give up in a working week.

Clive Smith, spokesman for community health and well-being, said the scheme would attempt to encourage people to lead a healthier lifestyle.

"We aim to highlight the dangers of both smoking and passive smoking present to the public's health" he said. "The scheme will prepare people for a likely Government ban on smoking in public places."

MHDC is working closely with community partnership Vision 21. Partnership member Alec Kendall, from South Worcestershire Primary Care Trust, said one of the group's main objectives was an increase in the amount of smoke-free public space.

"We'd like to build an image of the Malvern Hills area as one with fresh air and wide open spaces, which people can enjoy without the dangers of passive smoking," he said. "It's not an anti-smokers drive but rather a clean air drive".

The campaign will focus on educating people about the damage smoking can cause, and will not carry any physical power to ban smoking.

Amanda Smith, cultural services manager at MHDC, said a publication would be produced listing the town's smoke-free premises.

"The intention is not to pressurise any premises into banning smoking, but instead is to celebrate those that are smoke free," she said.