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Social marketing with pregnant smokers. View from the front line practical lessons from a social marketing project
Deborah Richardson, Principal Health Improvement Specialist,
Stoke on Trent PCT, UK and Wendy Dudley, Specialist Midwife, Smoking Cessation, University Hospital North Staffordshire, Stoke on Trent, UK
Abstract
Smoking in pregnancy is recognised as a cause and effect of social deprivation. A higher percentage of women smoke during pregnancy in Stoke on Trent than in many other parts of the UK. In February 2007, Stoke on-Trent PCT successfully applied to become a NSMC pilot project to look at how social marketing could drive forward the current smoking cessation service. The PCT wanted to understand why so few women were engaging with the service and why the quit rate was so low when they did. The overall goal is to reduce the number of women who smoke during their pregnancy.
This workshop will guide delegates through the pilot case study as seen from the frontline and will address how taking a social marketing approach altered the way the service was structured and delivered, with an emphasis on the importance of: (1) extensive qualitative research initial focus groups followed by further focus groups to pre-test the intervention; (2) involving key stakeholders throughout the project especially when the focus group findings were controversial; and (3) having a clear internal communications strategy.
The workshop will also show how a two pronged approach to the intervention lead to a review of the Smoking in Pregnancy referral and training process and how the PCT enhanced its existing stop smoking interventions with the Introduction of the Stop Smoking Clubs for women.
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About the presenters
Deborah Richardson has an extensive background in public health with experience of working at local, regional and national level. She is currently the health improvement lead for tobacco control and obesity with Stoke on Trent PCT.
Wendy Dudley is an experienced midwife who has been leading and developing the specialist smoking in pregnancy service across Stoke on Trent and North Staffordshire for the past 6 years.
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