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.
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.