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Using social marketing to increase recruitment of pregnant smokers to smoking cessation service: A success story

Lookup NU author(s): Dr Ray Lowry


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Objectives. To explore what it is like to be a pregnant smoker in Sunderland and to inform the development of a Smoking Cessation Programme; to use qualitative techniques to develop a cessation programme tailored to pregnant smokers. Study design. The intervention follows years of social marketing research and development in Sunderland, Wearside, UK. Methods. Information derived from nine focus groups (mainly with women from deprived areas, social class C2D and E) provided insights into the issues facing smoking pregnant women. This information was then used to overcome barriers to smoking cessation using the principles of social marketing. The number of women recruited into a specially designed smoking cessation support initiative was compared with women recruited into comparable groups in the North East. Results. Recruitment of pregnant (and non-pregnant) smokers to the new NHS smoking cessation programme in Sunderland has increased during the intervention phase compared with neighbouring Primary Care Trust areas (in which different smoking cessation interventions targeted at pregnant women were being undertaken). Conclusions. This innovative intervention has been successful in generating ideas, guiding development of a customer-friendly service and encouraging women to come forward for smoking cessation support during their pregnancy. The target population have welcomed the approach, and health professionals have enjoyed and benefited from the role play with professional actors. © 2003 The Royal Institute of Public Health. Published by Elsevier Ltd. All rights reserved.

Publication metadata

Author(s): Lowry RJ, Hardy S, Jordan C, Wayman G

Publication type: Article

Publication status: Published

Journal: Public Health

Year: 2004

Volume: 118

Issue: 4

Pages: 239-243

ISSN (print): 0033-3506

ISSN (electronic): 1476-5616

Publisher: W.B. Saunders Co. Ltd


DOI: 10.1016/j.puhe.2003.09.010

PubMed id: 15121431


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