supporting young women to have smokefree pregnancies jo pullen director, activmob
TRANSCRIPT
Supporting young women to have smokefree pregnancies
Jo PullenDirector, Activmob
Two projectsName: Baby be smokefree
Funder: Department of Health Innovation, Excellence & Strategic Development (IESD) Fund
Organisations: Tommy’s, led by Becky LangTCCC, led by Hilary WareingActivmob, led by Jo Pullen
Aim: To develop an effective stop smoking intervention for young pregnant women (aged < 25 years) based on insights from health professionals and young women on what would engage and retain them through a quit attempt
Stage: 1. Insight gathering2. Design and implementation of the intervention3. analysis
Two projects
Name: How can we encourage and enable the reduction of smoking during pregnancy in Warwickshire?
Funder: Warwickshire County Council,led by Paul Hooper and Sue Wild
Organisations: TCCC, led by Hilary WareingBrilliant Futures, led by Sarah CorkTommy’s, led by Beckie Lang
Aim: Brilliant Futures and the TCCC were commissioned to develop insight driven recommendations to encourage and enable a reduction in smoking in pregnancy in Warwickshire.
(Cont/d …
Two projects (cont/d …)
Name: How can we encourage and enable the reduction of smoking during pregnancy in Warwickshire?
Results: A summary of findings from secondary research and the views and recommendations of stakeholders led to target segments being identified and questions being developed for interviews with mothers, expectant mothers, their partners and stakeholders.
These primary research findings were then analysed together with the secondary research and informed by behavioural insights and with a stakeholder co-design were then developed into a mix of recommendations to encourage and enable increased motivation to quit, quits and maintenance of smokefree status among pregnant and new mothers.
Undertaken in two partsInvestigative pilot- hear some headlines todayDeep dive study- indepth interviews
Findings will be shared at key milestones of project
What’s so different about this process?Asset basedInductive
Baby Be Smokefree Stage 1: Insight gathering
So what are the national figures telling us?
Quit rates 47% (12-96%)Lost to follow up 23% (1-64%)Quit rates CO validated at percentage of quits 59% (3-100%)Quit rates CO validated as a percentage of those setting a quit date 27% (1-67%)
Quarter 3, 2014/15
Smoking at time of bookingQ3 2014/15 54200(SATOD plus 4 week quits)
of thoseSet a quit date 24.8%Quit at four weeks 11.6%Quit at four weeks CO validated 6.8%
How many pregnant smokers are we supporting?
And what are our pregnant smokers saying?
Headlines from the investigative pilot
Understanding me- “they haven’t a clue!”KnowledgeConfusion and missed opportunities
The key themes became apparent early onFeatured highly through out all conversations
Understanding me, “they haven’t a clue”
The context of life is importantStress and anxiety key barrierHigh aspiration and concern for baby and themselvesAssumptions, assumptions ASSUMPTIONS!
Knowledge
• Of the risks• Myths and wrong information• Long term effects
Confusion and missed opportunities
• Lack of continuity• Mixed messages:• Missed opportunities
This suggests what we are currently doing is not working for all pregnant
women.
1. Currently gathering more information about what might work and exploring key themes further
a) In depth interviewsb) Ethnographic studiesc) Interviewing key professionals
2. Insights will inform a co-design workshop(s) with key stakeholders
3. Testing shaping and refining of the intervention
What next?:
Tobacco Control Collaborating Centre Tel: 01926 490111Email: [email protected]
Activmob Tel: 07876 786522Email: [email protected]
Tommy’s Tel: 0207 398 3400Email: [email protected]
Brilliant Futures Tel: 01273 494 999Email: [email protected]
Contacts