'Plain packs will make smoking history'

Stripping cigarette packs of their colourful exteriors and forcing them to be sold in plain packaging could prove fatal for the global tobacco industry. Who says so? No less an authority than Tobacco Journal International, the self-styled "leading international trade publication for executives in the world of tobacco". One of its front covers in 2008 said simply: "Plain packaging can kill your business." Back in 2008, plain packs were just an idea; now they are about to become a reality in Australia at the end of this year, with other countries set to follow suit, possibly including the UK.

Australia has blazed a trail in passing plain packaging legislation. Canada had tried, but failed in 1994, when momentum disappeared amid ministerial changes and intense lobbying from the big tobacco firms. Fast forward to 2012 and a policy that for years has been just a gleam in the eye of public health campaigners has become the new weapon of choice worldwide for governments against a powerful industry.

However, without Simon Chapman, Australia might not have taken the bold, pioneering step that has left cigarette firms furious and fearful for their future.

Chapman, a professor of public health at the University of Sydney, is an unusual character: an academic who is better known as a campaigner, a feisty media performer who relishes debating with Big Tobacco mouthpieces, a snappy phrase-maker with a stand-up's wit and timing, and an ex-smoker who wants to smash an industry whose products he once consumed.

His 2008 paper arguing for plain packs was accepted by a preventive health taskforce, set up by the Australian Labor government, and then implemented – to the taskforce's astonishment. Chapman downplays his role. "I don't like David and Goliath metaphors and I don't like being painted as the David," he says, aware that his instrumental role in advocating the policy, and determined campaigning in the Australian media, has seen him become a hero to anti-tobacco campaigners. "I have been one of the most prominent people making the case and attacking the industry, though there were a couple of dozen very smart researchers and activists in Australia involved," he says.

"He's one of the great figures of tobacco control in the world," says Deborah Arnott, director of Action on Smoking and Health. "Everyone looks to Simon Chapman, not just in Australia but in the world, for leadership on campaigning. Simon suggested plain packs to the taskforce and was the public face of campaigning for it – he's a real hotshot campaigner."