BRACKNELL Forest residents will be helped to kick smoking through a new dedicated, specialist service instructed by the council.

A new firm was selected to provide the service in a decision made last week, meaning smokers wanting to quit will have access to tailored support designed to suit their needs.

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Cllr Dale Birch, Bracknell Forest Council’s (BFC) health boss, said: “Providing the right service to residents through a combination of medication and behaviour change support to help them stop smoking is crucial in improving the health of residents and our community.

“Evidence shows there are immediate and long-term health benefits of quitting for all smokers, even for those individuals who have already developed smoking-related health problems, as well as decreasing the excess risk of many diseases related to second-hand smoke in children.

“The council also recognises there is strong evidence smoking tobacco is linked to an increased risk of contracting respiratory viral infections like COVID-19.

“In Bracknell Forest, we have a new dedicated and specialist service available via our contractor which enables residents to access face-to-face, online and digital support to stop smoking – it provides tailored support to the individual’s needs.

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“This service was commissioned after a thorough review of our own in-house service, which concluded we would be able to help more people quit smoking if we used a specialist provider.”

According to Public Health England data from 2019, 11.9 per cent of the adult population in Bracknell Forest smokes.

This is an increase of 1,000 people year-on-year from 2018, but a decrease of almost 6,000 people from 2012.

Across England, around 14 per cent of adults smoke.

BFC told the News the provider will offer a “universal” service to residents, but will also focus on supporting identified target groups in areas which have higher rates in helping them to quit.

As well as face-to-face and online support, Nicotine Replacement Therapy will also be a key part of the service.

The council has provided an in-house smoking cessation service since April 2018, but the decision to search for an external service provider was made as the needs of residents could be “better met” by a specialist firm.

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A tender process got underway before the coronavirus pandemic began but a spokesperson for the council said the council believes that due to the respiratory issues caused by COVID-19, “there has never been a better time to quit smoking.”