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Increasing breastfeeding and reducing smoking in pregnancy: a social marketing success improving life chances for children

Lookup NU author(s): Dr Ray Lowry, Sandra Whiston


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Aims: The aim of this study is to evaluate an intervention using social marketing principles to increase breastfeeding and reduce smoking during pregnancy in a population to improve life chances for children born in a town in north east England. Method: Breastfeeding and smoking cessation attendance rates were measured against targets set in a government-local health authority agreement. Results: Targets were bettered in both breastfeeding and smoking cessation. Conclusion: This social marketing-based approach is successful.

Publication metadata

Author(s): Lowry RJ, Billett A, Buchanan C, Whiston S

Publication type: Article

Publication status: Published

Journal: Perspectives in Public Health

Year: 2009

Volume: 129

Issue: 6

Pages: 277-280

ISSN (print): 1757-9139

ISSN (electronic): 1757-9147

Publisher: Sage Publications Ltd.


DOI: 10.1177/1757913908094812


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