Smoking during pregnancy is a pressing public health concern with many risks for both the unborn child and the expectant mother. The “Let’s Kick It Together” campaign launched to address this issue holistically.
The campaign’s success relied on active listening and collaboration. We engaged with midwives, expectant parents, and various stakeholders to gather insights, experiences, and perspectives. This empathetic approach ensured that the campaign was both focused and personal, resonating with the target audience.
Expanding the Focus: One distinctive aspect of the “Let’s Kick It Together” campaign was its inclusivity. Recognising the influence of family dynamics, the campaign extended its reach to non-pregnant expectant parents, using videos of fathers talking about their struggles, acknowledged that their smoking habits could indirectly impact the pregnant mother and the unborn child. This pioneering approach set a precedent in the UK, aiming to create a smoke-free environment for the entire family.
The “Let’s Kick It Together” campaign made a profound impact on reducing smoking in pregnant families and fostering a smoke-free environment. The following outcomes show the campaign’s effectiveness:
1. Increased Awareness: The campaign raised awareness about the risks of smoking during pregnancy. An internal survey conducted post-campaign revealed that expectant parents who were exposed to campaign materials reported increased knowledge about the dangers of smoking during pregnancy.
2. Behavioural Change: Perhaps the most significant success of the campaign was its ability to induce behavioural change. Pregnant individuals and non-pregnant expectant parents who signed up during the campaign quit or greatly decreased their smoking habits, according to a follow-up survey.
3. Healthcare Integration: Hospitals and healthcare providers embraced the campaign’s materials, incorporating them into their patient education programs. Midwives reported that the campaign’s resources made it easier to broach the topic of smoking cessation with expectant parents.
4. Media Reach: The PR campaign news articles, radio interviews, and television segments, reaching audiences across the region. This widespread media coverage contributed significantly to the campaign’s success.
5. Ongoing Impact: The provision of editable marketing materials ensured that the campaign’s message continued to resonate long after its formal conclusion. Healthcare providers and organizations continued to use and adapt these materials, perpetuating the campaign’s mission.
6. Referrals and Four-Week Quits: The campaign experienced a 197% increase in significant other referrals, indicating the extended impact on family members. This contributed to a 220% increase in significant other four-week quits, demonstrating the success of the inclusive approach.
7. Client Engagement: Of all clients on treatment (NRT) at any point during the campaign, 25% successfully achieved a four-week quit, showcasing the effectiveness of the campaign’s support mechanisms.
8. Incentive Program: The campaign issued Love2Shop voucher incentives at four-week quits, motivating and rewarding participants. This incentive program resulted in a 4% increase in successful quits.