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

Abstract

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.

Keywords

breastfeeding smoking social marketing

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