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

Perspectives in public health

PubMedID: 19994645

Lowry RJ, Billett A, Buchanan C, Whiston S. Increasing breastfeeding and reducing smoking in pregnancy: a social marketing success improving life chances for children. Perspect Public Health. 2009;129(6):277-80.
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.