Smokefree North West targets pregnant smokers
Watch Smokefree North West's new TV adverts which encourage parents-to-be to stop smoking.
The two 40-second ads, created by Manchester-based agency Access and targeted at pregnant smokers and their partners who smoke, has gone live on prime time ITV in the Granada and Border regions.
They target dads-to-be as well as pregnant women because, according to the organisation, it is far more difficult for pregnant women to quit smoking or stay smokefree if their partner smokes.
Featuring the message that “stopping smoking at any time can instantly make a difference”, the ads offer a helpline, text and website support to quit.
They highlight the effects of smoking on the lives and health of both the parents and the unborn baby. The organisation says children could suffer slower growth, oxygen deprivation and a strain on their heart because of their parents choosing to smoke during pregnancy.
The ads have been funded by Smokefree North West, which is a collaborative programme on behalf of NHS stakeholders, including all 24 Primary Care Trusts in the region.
Pippa Sargent, Smokefree North West's head of marketing, campaigns and communications, said: “I hope this campaign goes some way to highlighting the dangers [of smoking during pregnancy] not only to the unborn child but also to the mum-to-be.
“The ads tested well and whilst hard-hitting, didn’t alienate the target audience.”
Complementing the ads is a regional PR campaign, handled by Staniforth, which is endorsed by new mum and Coronation Street actress Tina O'Brien.