AMID stark statistics about overweight children, diabetes and teenage pregnancy in the town's most deprived areas, Croydon's director of public health has put smoking at the top of his agenda.
Dr Mike Robinson said he recognised there is "more to be done" to tackle childhood obesity but has made helping people to quit cigarettes his priority over the next year.
Though the issue did not feature prominently in his annual health report, published last week, Dr Robinson told the Advertiser supporting those who wanted to kick the habit would have big benefits.
"The most important thing we can do is ensure everyone who wants to give up smoking knows how to get help," he said.
"I want to make it as easy for people to get the support they need to quit as it is to buy another packet of cigarettes.
"I know it doesn't particularly stand out in the report, because I didn't want to focus on one issue.
"But if you ask me what is the one thing we can do together in Croydon to improve our health in the short term, it is to support people in stopping smoking."
Almost a quarter of adults in Croydon smoke tobacco, though in the poorest areas such as Fieldway, it is more like one in three.
In 2009/10, 1,560 hospital admissions in the borough were attributable to smoking, 16 per cent higher than the London average.
There exists a north/south divide, with the highest proportion of smokers in wards such as Woodside, Selhurst and Waddon and four of the five lowest in the south of the borough.
Mr Robinson's public health report for 2012/13 revealed the borough's poorest smokers spend up to ten per cent of their annual income on tobacco. On average a person smoking 20 a day spends £1,800 a year.
The NHS provides two free services for people who live or work in Croydon and want to give up smoking, the hospital's Stop Smoking Service and Solutions 4 Health.
Both provide expert help and advice, as well as access to free or discounted nicotine replacement products such as gum and patches.
"There are various different things we provide but what we need to do is improve the uptake," said Dr Robinson.
Last week's report also highlighted worrying figures about obesity. Nearly two thirds of adults are obese or overweight by 45, and one in three children in Year 6 is in a similar condition.
Dr Robinson said childhood obesity is a national problem which initially needs to be addressed at home.
Margaret Mead, cabinet member for adult services and heath at Croydon Council, which assumed greater responsibility for public health in April, said there are plenty of opportunities for young people to exercise.
"The culture we have to change in Croydon is that it's not cool to eat healthy foods," she added.
"It has to be cool, in vogue. One way of doing that is having champions in schools, so the children who enjoy sport or like healthy food can be leaders and encourage their peers to do that."
