Increasing breastfeeding and reducing smoking in pregnancy: a social marketing success improving life chances for children

Abstract

This social marketing-based approach is successful.

Predictors of smoking cessation during pregnancy: a systematic review and meta‐analysis

“…There are also characteristics that are likely to have a less direct impact on cessation, but that can still inform interventions. For example, more work is needed on depression‐focused interventions and interventions providing encouragement and incentives for breastfeeding .…”

Social Marketing and Breastfeeding: A Literature Review

“…Articles reviewed within the field of public health are generally based on the idea that SM is viewed as a reinforcement of women’s perception and practices of BF streaming from their social, cultural, socio-economic and psychological characteristics ( Fridinger et al, 2003 ; Labbok, Wardlaw, Blanc, Clark, & Terreri, 2006 ; Lindenberger & Bryant, 2000 ; R. J. Lowry, Billett, Buchanan, & Whiston, 2009 ; Mitra, Khoury, Hinton, & Carothers, 2004 ; Sherriff & Hall, 2011 ).…”

“… Lowry et al (2009) , in contrast to other studies in the subsection, have taken a broader social approach to BF practices among women in one specific community in the UK. The emphasis in the article has been put on SM as a tool in forming women’s opinions on smoking and BF before and after child birth.…”

Tobacco Cessation Intervention During Pregnancy Among Alaska Native Women

“…Anecdotal reports from the women who did not participate indicated there was perceived stigma associated with attending the Nicotine Control and Cessation Program. To reduce the perceived stigma of tobacco use as an enrollment barrier, future studies could consider addressing tobacco use within the context of traditional health and wellness or “healthy pregnancies.” There is some evidence that interventions focused on lifestyle or wellness enhances participation among pregnant tobacco users [31, 32] and increases effectiveness for smoking cessation during pregnancy [33] and the postpartum period [34]. With a focus on health and wellness, nontobacco users could be enrolled to reduce the perceived stigma of study participation and also because many start using tobacco in pregnancy.…”

“…In addition, tobacco control efforts targeting the entire community, not just pregnant women, may yield greater reductions during pregnancy. For example a community-wide social marketing campaign could be developed to address tobacco use in pregnancy [33]. There are also opportunities to utilize elders and other local community members to promote tobacco cessation, i.e., through community presentations and providing individual support to pregnant women [35].…”