Posted on: 25 January 2023
West Yorkshire Health and Care Partnership (WY HCP) launches a new campaign on Monday 30 January 2023 to create awareness and support for pregnant women wanting to quit smoking.
The campaign highlights tobacco use as the leading preventable cause of miscarriage, stillbirth and neonatal deaths. Despite these risks being well told, according to NHS research (1) 8.8% of UK mothers were smokers at the time of delivery. For West Yorkshire, the figure is higher at 11.5%.
The data (2) shows only 50% of pregnant women who smoke are motivated to stop without wider incentive or intervention.
The campaign, which focuses on younger women aged 18-25, aims to ensure those that want help, know how to access it.
Robin Tuddenham, Place Lead for Calderdale for NHS West Yorkshire Integrated Care Board, CEO for Calderdale Council and co-chair of the WY HCP’s Improving Population Health Programme said: “We are committed as a health and care partnership to doing all we can to support pregnant women who want to stop smoking. Evidence has shown that babies born to smokers experience health effects that extend into childhood, for example low birth weight, weak lungs, more sick days and asthma - many things that can be prevented.
This campaign aims to reduce the number of young mums known to be smokers at the time of delivery by providing the right support at the earliest stages possible. It’s never too late - every day makes a difference to both mum and baby’s health.”
Dr James Thomas, Medical Director, NHS West Yorkshire Integrated Care Board and co-chair for WY HCP’s Improving Population Health Programme said: “All forms of tobacco are harmful, and there is no safe level of exposure to tobacco.
As the leading preventable cause of miscarriage, stillbirth and neonatal deaths we must continue to do more across our region to ensure those that want help, know how to access it. We hope that many pregnant women will find support to help them to stop smoking by visiting: www.
Diane Tinker, Director of Midwifery and Women’s Services, Calderdale and Huddersfield NHS Trust, said: “Local insight has helped us to develop this new 
campaign and understand more about what breaking the habit really means for local women. Mums Can is a local website which signposts pregnant women to free, friendly, non-judgemental support, safer alternatives and proven techniques to help them make a change.
There are safe replacements for smoking during pregnancy and stopping helps immediately, it’s never too late to quit.”
The NHS Long Term plan sets out that by 2023/24, all people admitted to hospital who smoke will be offered NHS-funded tobacco treatment services. As part of the NHS ambition for a smokefree generation, the model will be adapted for pregnant women and their partners. The approach includes a new smokefree pregnancy pathway with focused sessions and treatments.
With this backdrop, WY HCP created a campaign to support pregnant women to access smoke cessation services. The campaign addresses the barriers and promotes facilitators that could increase engagement with the healthcare professionals skilled to deliver behaviour change among young pregnant women.
We developed the campaign resources following a literature review of latest best practice, insight from local pregnant women and the experience and the views of regional healthcare professionals. This research highlighted the need for a non-judgemental campaign that focused on a woman’s self-determination and self-belief that – with support – positive health choices and change is possible. It also showed the importance of a supportive partner and peer group in influencing a woman’s decision to stop smoking.
The resources can be used across various channels – in person and virtually, such as WhatsApp groups, on Facebook, Instagram and Twitter, in workplaces, community groups and elsewhere by downloading them at www.mums-can.co.uk from 30, January 2023.
All partners in West Yorkshire – health, care, voluntary community social enterprise sector and beyond, are encouraged to download the free resources, such as posters, social media messages and an animation to use in their organisation, place of work, teams or at home among friends, family and their community. All are available at www.mums-can.co.uk.
Footnote:
1. Statistics on Women’s Smoking Status at Time of Delivery: England, Quarter 3, 2021-22. 24 March 2022
2. Smoking in Pregnancy research group - The University of Nottingham