Nearly three quarters (74 per cent) of Leeds based smokers, the equivalent of 147,000 people, will try and quit smoking in January but half will have failed within just one week, according to a new survey among 6,300 current or former smokers. In addition, one in five quit attempts will last less than 48 hours.

In Leeds, a quarter of adult's smoke, a figure that is significantly higher than the national average of 21%. Smokers admit to having unsuccessfully attempted to quit three times before on average, with 15 per cent having tried five times or more. Despite this, 57 per cent feel confident that they will quit smoking within the next six months.

The survey, commissioned by Pfizer Limited to launch its "Don't Go Cold Turkey" campaign, revealed the most popular method to quit smoking in Leeds is going 'cold turkey' - a method of trying to give up immediately using willpower alone (43 per cent). However, research suggests this is the least effective method with only three per cent remaining smoke-free after one year.

As part of the campaign, a 'Don't Go Cold Turkey' road show will be heading to Leeds' White Rose shopping centre on Friday 13th January. Smoking cessation advisors will be on hand to offer brief advice to smokers who are motivated to quit, while cold turkey sandwiches will be given out to illustrate the point that 'there is a time and a place for cold turkey and quitting smoking isn't one of them'. The road show aims to ensure that motivated quitters are aware of the options available to them, while helping them to understand how taking the right approach can significantly increase the chances of successfully breaking the cycle of nicotine dependence.

Revealing the extent of nicotine addiction amongst Leeds' smokers, 40 per cent admit to stealing a cigarette from a friend or work colleague in desperation1h, while just over a fifth (21 per cent) have smoked the remains of a previously discarded cigarette butt because they had run out. Furthermore, 14 per cent have picked apart a broken or half-finished cigarette to fashion a new one and six per cent even confessed to raiding their child's piggy bank to buy more cigarettes. Perhaps not surprisingly, 53 per cent agree that quitting smoking is one of the hardest things you can ever do.

Lisa Maxwell, presenter on TV show Loose Women and ex-smoker, is supporting the campaign and, speaking for the first time about her experiences giving up smoking, said: "I had a high level of nicotine addiction and at times smoked 30 cigarettes a day. Breaking this addiction has been one of the biggest challenges I've ever had to face. As part of the quitting process I sought help and advice from a healthcare professional and fully recommend this as the most successful route for quitting."

However, nearly one in eight have taken time before starting a quit attempt to consider their options for support and what would work best for them. Furthermore, just one in five have sought advice from a healthcare professional or the NHS stop smoking service, despite research showing this can increase the chances of success by up to four times compared to going it alone.

Of the former smokers in Leeds, 22 per cent recommend those who want to quit seek advice from a doctor, their local stop smoking advisor or other healthcare professional while 42 per cent would encourage a planned and well prepared approach to increase chances of success.

Visit www.quitwithhelp.co.uk for more information and advice on quitting smoking.