Smoking in pregnancy

Smoking in pregnancy can cause life-long problems for babies. But despite the risks, some pregnant mums have no desire to quit. We got together with a number of women from different cultures and social backgrounds to find out the challenges that stop them from giving up.

Our research informed every element of our campaign from messaging, to how it looks to how we rolled it out. Having a small baby is a plus for some women (it means an easier birth), so we focused on explaining the real implications of having an underweight baby and serious consequences like miscarriages and infections. Hard-hitting imagery and advice about giving up helps women decide to stop smoking and get the support they need.

As the campaign continues to develop (with more concepts coming soon!), more than 20 NHS organisations have been involved with the project, and it’s been supported by the Department of Health, Tommy’s and the Lullaby Trust (formerly FSID).

  • Date: 08/06/12
  • Client: An NHS collaboration

Related Projects

  • Raising awareness in new environments

    Campaign Digital / Client: Smokefree Ealing

    We encouraged families (using a little pester power) to make their homes and cars smoke free as part of a second-hand smoke awareness campaign for…

  • Changing behaviour in Devon’s A&Es

    Campaign Research / Client: NHS Devon, Plymouth and Torbay

    Research we held in Devon informed a regional campaign to help people make better service decisions as part of the national NHS Choose Well initiative….

  • Appealing to job hunters

    Branding Research Strategy / Client: Doncaster & Bassetlaw Hospitals

    Although Doncaster and Bassetlaw Hospitals perform well and offer excellent opportunities to their staff, they were losing candidates for high-end roles to cities like London,…

  • Boosting referrals

    Campaign / Client: Aintree University Hospitals NHS Foundation Trust

    Our Time to quit campaign for Aintree University Hospitals and Southport and Ormskirk Hospital promoted a new stop smoking service and helped staff talk to…

  • Getting men to check

    Branding Campaign Research Strategy / Client: Barnsley CCG and Barnsley Council

    Checking for prostate and testicular cancer shouldn’t be scary or embarrassing. We had to get men – and the important audience of their wives and…

  • Talking about HPV

    Branding Campaign Digital Research Strategy / Client: NHS Leicester City

    We led research with Year 8 girls in Leicester to find out why uptake of the vaccine that protects against cervical cancer was so low….