Almost 1 in 5 mums-to-be in Derbyshire smoke through pregnancy with considerable health risks for both mother and baby. Erewash Clinical Commissioning Group (CCG) recruited NHS Arden & GEM CSU to deliver a social marketing campaign to bring about behaviour change which would feed into a long term strategy to reduce the number of women smoking at the time of delivery.
The highly innovative Love Bump campaign ran for 12 months and successfully delivered messages to target audiences, reaching thousands of local people across multiple channels, with animations alone watched more than 75,000 times.
With 4,000 chemicals present in every cigarette, smoking in pregnancy has clear and significant health risks for both mother and baby. Helping pregnant women to stop smoking:
Erewash CCG recruited Arden & GEM’s award winning social marketing team to deliver a behaviour change campaign targeting women smoking in pregnancy. With almost 1 in 5 mums-to-be in Derbyshire smoking through pregnancy, the campaign was designed to feed into a long term strategy in order to increase use of the stop smoking service and to reduce the number of women smoking at the time of delivery.
Our social marketing team used their proven three step approach to behaviour change to deliver a multi-faceted campaign:
Research and issues scoping
We worked closely with the client to deliver the research and insight required to develop an effective social marketing strategy. This included fully understanding the target demographic, as well as undertaking a journey and stakeholder mapping exercise – across the whole local health and social care system – to identify both key touchpoints and key influencers.
We then collaboratively set objectives and metrics for reducing the number of woman smoking in pregnancy and increasing the number receiving an intervention from smoking cessation services.
Developing and implementing a tailored campaign
A consistent visual identity was created for the campaign that would run through all marketing and communications activities. Our in-house design team developed the innovative ‘Love Bump’ brand and then effectively applied across: posters, postcards, infographics, fact sheets, leaflets, stickers and video animations. Our strategy and design executions were also tested with mothers prior to launch.
In order to effectively deliver campaign messages to target audiences, a range of channels were used:
Marketing outcomes: The campaign has successfully reached target audiences with:
Behavioural outcomes: By working closely with midwifery professionals we were able to increase their understanding of the importance of capturing accurate data, as well as increase their confidence in asking questions about smoking. As a result the number of women whose smoking in pregnancy status was ‘unknown’ has been reduced from 4% to 2%.
We knew that if were to have a positive impact on reducing the number of mums smoking in pregnancy, that we would need to run a campaign that really sought to understand the barriers women experienced in quitting and what would motivate them to make a change. This would also be essential in getting midwives on board.
The approach designed by Arden & GEM was based on thorough research and, as a result, the campaign materials were impactful and engaging. Through innovative use of both digital and face-to-face channels we have been able to reach our target audience and have a strong base to build on.
Kate Burley, Service Improvement Manager for Children’s Commissioning at Erewash CCG
Increasing the understanding and use of NHS 111 and community pharmacies is critical if we are to alleviate the pressure on our A&E unit. The approach we’ve taken with NHS Arden & GEM CSU has worked really well and we are delighted with the impact this campaign has had.