Aims: The aim of this study is to evaluate an intervention using social marketing principles to increase breastfeeding and reduce smoking during pregnancy in a population to improve life chances for children born in a town in north east England.
Method: Breastfeeding and smoking cessation attendance rates were measured against targets set in a government-local health authority agreement.
Results: Targets were bettered in both breastfeeding and smoking cessation.
Conclusion: This social marketing-based approach is successful.