For thousands of smokers in Sussex, New Year's Day signalled the dawn of a new era - the start of the long and hazardous road to a nicotine-free life.

For many of them it will be the hardest mental and physical challenge they will ever have to endure and the majority fall at the first hurdle.

Although two-thirds of smokers say they would like to give up, the evil weed still causes 330 deaths each day in Britain.

We have all heard and seen the horror stories - disease-infested lungs, legs riddled with gangrene, premature ageing - and many have become immune to the warnings.

Nevertheless, few other counties can rival the many courses, groups and therapeutic sessions which have helped thousands of people across Sussex to give up.

Rob Moulder, who runs a clinic using psychotherapy and hypnotherapy to help clients stop the rot, is someone who believes will-power alone is not enough, thanks in part to the "social brainwashing" smokers experience.

He said: "There are two things that keep us smoking.

"The first is the nicotine addiction and the second is the social conditioning.

"With so many people still smoking, we look at them and think they must be enjoying it.

"Before society became more aware of the health risks, it was considered a macho thing for men to do and a sophisticated pastime for women.

"A smoker buries their head in the sand about quitting although there is now plenty of information in the world to help them.

"They say they want to quit yet keep putting it off because they think they will be climbing the walls when they stop.

"Some people try to use just will-power to stop but then have just one cigarette and start again because the nicotine is back in their body."

Rob, of Bristol Road, Brighton, was a heavy smoker for 30 years before realising the fear of stopping was all in his mind.

He said: "Once I'd learnt about nicotine addiction and the social brainwashing that takes place, I had quit within a matter of weeks.

"In total I felt irritable for about four hours, had a few thoughts about cigarettes for three weeks and the rest was easy - so easy it surprised me."

Rob works with smokers for nine weeks, taking them on a journey which begins with some soul-searching to discover why they smoke and ends with hypnotherapy.

Other committed quitters are turning to quantum physics to release them from their cravings.

Miriam Greene helps run the AK Bicom Clinic based at Eaton Medical Centre in Hove.

She uses a Bicom machine, developed in Germany, to influence electromagnetic fields in the body and trigger its internal healing mechanisms.

She said: "For nine out of ten people, one one-hour treatment is all that is needed.

"The first person to use the machine was my mother in 2000 who had smoked 30 to 40 a day for more than 40 years and she's still cigarette-free.

"We use hand-held electrodes and an electromagnetic mat to detoxify the body.

"It is important that as well as reducing the need for nicotine, the technique also detoxifies lungs and helps to destress patients so the treatment looks at entire lifestyles.

"For example, a lot of people feel the need to eat lots of sweets and drink lots of caffeine after giving up.

"They may then put on weight and go back to smoking to lose it again. We try to combat this.

"There are also certain foods which stimulate the need to smoke, like simple carbohydrates such as white bread and pasta rather than wholegrain foods."

Miriam also highlights one of the biggest fallacies with smoking - that it relieves stress.

She said: "Smoking overstimulates the nervous system and this actually makes you more stressed.

"It certainly does not relieve it."

Alcoholics Anonymous-style meetings are also proving to be successful.

Kate Benson, NHS smoking cessation co-ordinator for Brighton and Hove, said: "We run support groups across Sussex so people can quit along with like-minded people. We helped more than 3,000 people quit in 2002 and it is a particularly busy time of year at the moment.

"We find it helps when people can set quit dates together and also support each other through it.

"We also offer support for people after they quit so that they don't relapse."

Kate notes smoking is still a major problem among young people.

She said: "Most of the people who use the service are older.

"Unfortunately, it is still seen as cool for young people to smoke, despite all the information about it, as it is a way of rebelling.

"Though our nurses visit schools to warn children of the dangers they can then often go home and put pressure on parents to stop.

"People don't respond well to pressure, however, and they have to want to stop themselves."

For more information on the services, call Rob Moulder on 07796 480244, Miriam Greene on 01273 733620 and Kate Benson on 01273 296548.