Thousands of smokers across Ireland are to attempt to give up the habit today.
Ash Wednesday is a traditional day for many to make a fresh effort to stamp out cigarettes for good.
The Government will also launch its annual campaign to reduce smoking among construction workers, who are one of the heaviest smoking groups in Ireland.
The campaign enjoys an average 30% success rate, although national smoking levels remain stubbornly at around the same percentage, making it one of the highest in Europe.