SMOKING rates have fallen to record low in the borough, Reading Borough Council has announced, following measures to reduce the habit in residents.
Figures show that the proportion of residents who smoke has fallen to below 10% for the first time, with just 9.3% of people in Reading smoking in Reading in 2024.
It follows a £240,000 grant awarded to Reading as part of a £70 million national investment in local stop smoking services across England.
The additional funding enabled the council to introduce a range of new initiatives and expand existing support for residents wanting to quit smoking.
The measures put in place include trials of the Allen Carr ‘Easy Way’ service as an alternative approach to quitting in 2024; extended hours for smoking advisors, providing more flexible appointment times; and the prescription of smoke-free aids such as Varenicline, introduced early last-year.
The council also made significant progress in supporting routine and manual workers–a priority group identified as having higher smoking rates.
Smoking prevalence among this group has decreased from 28.7% to 22.1% through targeted outreach and flexible support designed to meet people where they are.
Further support and initiatives are planned for this year, including the launch of a new app to help those looking to quit.
It will feature cognitive behavioural therapy tools, achievement badges, a cost calculator and 24/7 access to stop smoking advisors, as well as nicotine replacement therapy.
It will be joined by a new campaign this January called “Better than a smoke break,” specifically targeting routine and manual workers in sectors such as construction, hospitality, factories and retail.
It builds on research showing that workers view smoking as a reward, stress relief or break time, the campaign features routine and manual workers who live and work in Reading enjoying fun alternatives to smoking.
Lead Councillor for Public Health, Rachel Eden, said:
“Seeing smoking rates fall below 10% for the first time is a tremendous achievement for Reading and a real win for our community’s health.
“We know that smoking remains one of the biggest causes of preventable illness, so this progress means fewer people in Reading will suffer from smoking-related health conditions in the years to come.
“If you’re a smoker thinking about quitting, there’s never been a better time to take that first step; our stop smoking services are free, flexible and here to support you every step of the way.
“Whether you work shifts, have a busy schedule, or have tried to quit before, our team can help you find the right approach that works for you.”
Reading residents who would like to start their quit journey can access Reading Borough Council’s stop smoking service for free by visiting the Smoke Free Life Berkshire website: smokefreelifeberkshire.com
