For You and Baby.

The Derbyshire Maternity Transformation Programme identified a need to run a county-wide campaign to promote healthy lifestyle behaviours in pregnancy and early years.

Specifically, they wanted to decrease smoking in pregnancy and at time of delivery and increase breastfeeding initiation and continuation rates across Derbyshire.

Our mission was to undertake research into the attitudes and behaviours of families to understand what factors might be influencing their behaviour, and design and deliver a campaign to inspire action and change. 

We are running a campaign that promotes the benefits of a healthy lifestyle during pregnancy and early years, targeting families rather than just women.Our breastfeeding campaign is raising awareness and promoting the benefits of breastfeeding to targeted families across Derbyshire. It is attempting to build confidence and resilience in women so they feel able to try (and sustain) breastfeeding. 

The 'public facing' part of this campaign, currently running, was designed to make breastfeeding more visible within the community and challenge assumptions and dispel myths which might be stopping women from even considering breastfeeding. 

We are also running a campaign to encourage a smokefree pregnancy, targeting pregnant smokers and their families. We want to send the message to families that being smokefree during pregnancy is not just an action for a pregnant women - it is the responsibility of everyone around her.

A dedicated website supports a largely digital campaign that is running until October 2019.