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


METHODS
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.


CONCLUSIONS
This social marketing-based approach is successful.
Lowry
R J
RJ
Child Dental Health, Dental School, Framlington Place, Newcastle Upon Tyne NE2 4BW, UK. r.j.lowry@ncl.ac.uk
Billett
A
A
Buchanan
C
C
Whiston
Sandra
S
D001942:Breast Feeding / Q000706:statistics & numerical data*; D005260:Female; D015438:Health Behavior; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion; D006801:Humans; D007229:Infant Welfare; D007231:Infant, Newborn; D008019:Life Style; D008429:Maternal Welfare; D011247:Pregnancy; D011256:Pregnancy Outcome; D015980:Public Health Practice; D012907:Smoking / Q000453:epidemiology; D016540:Smoking Cessation / Q000706:statistics & numerical data; D000074606:Smoking Prevention; D040241:Social Marketing; D013222:State Medicine; D006113:United Kingdom / Q000453:epidemiology