YORKSHIRE'S smokers are being targeted by a new Government campaign to encourage more people to stub out the unhealthy habit.

Television adverts are to be screened from January 4 to urge more smokers to quit as part of a New Year drive.

The £6m campaign will feature real-life smokers and will direct people to Yorkshire and Humber's NHS Stop Smoking Service, which is four times more likely to get smokers to quit than if they tried without help.

Pat Hodgson, tobacco control co-ordinator, said: "Our area has more smokers than most parts of the country. There are 30% more deaths from smoking-related diseases here than elsewhere.

"The main thing is that local Stop Smoking Services really work. We helped more than 10,000 people successfully kick the habit last year.

"I hope as a result of this major advertising campaign we see a lot more people from Yorkshire quitting smoking with our support."

The free service, made up of advisers at 13 sites across the Yorkshire and Humber region, helps smokers kick the habit by meeting them individually or as part of a group.

They are also given nicotine replacement therapy or prescription drug Zyban designed to make quitting easier.

Public health minister Melanie Johnson said: "We know 70% of smokers want to stop smoking. We also need to ensure people are aware of the most successful ways to give up smoking.

"That's why our January adverts will promote NHS Stop Smoking Services because smokers are up to four times as likely to quit with their support along with nicotine replacement therapy than by relying on willpower alone."

Huddersfield's Stop Smoking Service can be contacted on 0800 183 2056.

BRITONS who quit smoking could be collectively wasting about £69m a year.

The waste comes by them not updating their life insurance policies to reflect their new non-smoking status, research suggests.

Of the 4.7m quitters during the last five years, just under a third told their life insurance company, says Sainsbury's Bank Life Insurance.

With 6.5m people planning to give up smoking in 2005, the bank is urging those who beat their addiction to tell their life insurance provider and explore the potential cost savings.

Typical premiums could see a 30-year-old male ex-smoker save about 47% in payments, while a 40-year-old could be in line for reductions of 96%.

Donald Jarvie, life insurance manager at Sainsbury's Bank, said: "Everyone knows the health benefits of giving up smoking - and there's the obvious cost saving too.

"But over 2m people are still unconsciously paying for their old habit.

"The health risks associated with smoking can have a big effect on the cost of life cover.

"Smokers are considered a greater threat and this is understandably reflected in what they pay," he added.