Stop smoking print campaign for pregnant women in Kent

Kent's smoking figures are amongst the worst in the country, and on the Isle of Sheppey more than 1 in 5 babies are born to smoking mothers. Key user insights from the research were; 'limited perception of risk' and 'a difficulty with developing an emotional bond with their bump'. Through testing, it was clear there was a lack of clarity and consistency in the communication of messages. The response to this was a co-designed behaviour change campaign and intervention mix that formed part of a holistic service for women, ensuring they were given the right information at the right time. The 'What the Bump?' brand provided midwives and health service providers with tools, resources and guidance to tailor information to individual needs. What the Bump? is delivered through a print campaign (posters, postcards, badges and stickers) to demystify the facts about pregnancy and rebuild trust between health professional and women, and a new service intervention, The Book of Bump. The pregnancy journal aims to help women build an emotional bond with their baby before he/she is born, for mothers to record their experiences and emotions and have smoking facts and ways to quit.