NHS North East Essex mag to help mums give up smoking

NHS North East Essex says the publication – designed to look like a mainstream women’s weekly – is a useful tool in the fight to stop women putting their unborn babies at risk.

Latest figures show 22.5 per cent of pregnant women who smoke in Colchester and Tendring don’t give up before their baby is born.

The trust is aiming to reduce this to 15 per cent, because smoking while pregnant can lead to babies being born underweight and cause other health problems.

Sarah Cockburn, of the trust’s public health team, said the anti-smoking magazine was being given out alongside a second giving general advice on topics such as breast-feeding.

She said: “Discussions with local women have shown the information when they’re having a baby can be very confusing.

“The magazines are designed to be interesting and easy to read, with practical tips, real-life stories about what to expect, and places to turn to for support and information.

“The women featured in the magazine are local people who have experienced the difficulties of trying to quit smoking or feed their baby.”

The magazines are available, free, at libraries, children’s centres, the Cornerstone health shop in Sir Isaac's Walk, , surgeries, health and beauty shops, hairdressers and the youth service. Copies are also available by telephoning 01206 286916, or e-mailing sara.cockburn@northeast essex.nhs.uk The trust has refused to reveal how much the magazines cost it, but says they are being paid for from its general budget for public health promotions.

Chris French, assistant director of health and wellbeing, said: “These magazines are part of a larger marketing intervention which included the training of staff in communicating and engaging with women over breastfeeding and smoking during pregnancy.

“Reducing smoking and increasing breastfeeding are important targets for the local NHS. All our interventions are based on best practice to ensure our work demonstrates best value for money.”