The object of this campaign was to make the consequences of smoking during pregnancy feel immediate, motivating pregnant women to quit. The campaign effectively explained how every cigarette restricts oxygen supply to the baby, causing their heart to pump harder. Midwives were also a key audience and given a free toolkit of support materials, designed to enable them to easily explain the risks of smoking in pregnancy and increase referrals to NHS support services.
The campaign had a positive impact on claimed behaviour – 2/3 said they were more likely to stop smoking as a result of the advertising, and 2/5 said they had taken some action as a result
2010 Winner of Chartered Institute of Public Relations (CIPR) Excellence awards, Health category
2010 Grand Prix, Data Strategy Awards, Department of Health
2010 Winner, Data Strategy Awards, Client Brand of the Year, Department of Health