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Ashley is a Consultant in Public Health, and Programme Director of the new Behavioural Science Unit in the Directorate. Previously he was the National Lead for Tobacco Control, with responsibility for strategic leadership of action to reduce smoking prevalence. He led the conceptualisation, delivery and functioning of Help Me Quit (the NHS Wales smoking cessation system), and applied behavioural science to contribute to 5 consecutive years growth in the proportion of smokers in Wales quitting with NHS support. During the pandemic he has had roles in early contact tracing and the National Health Protection Cell, and since June 2020 has been focused on the application of behavioural science to the response in Wales. He is Co-Chair of the Risk Communication and Behaviour Change Sub Group of the Welsh Government TAG. Before joining the NHS he worked in local government and the NHS in England and Wales.