Give it up for Baby is a partnership incentive scheme that supports smoking cessation in pregnant mothers. This short video summarises why this programme was required, how it was developed and what the main outcomes were. Further details of the programme can be found in a number of other videos on The NSMC's YouTube channel.

Key Statistic

It may be controversial, but the payment of a weekly financial incentive to pregnant smokers in the form of grocery vouchers, contributed to a doubling of quit rates in Dundee.


For further details of the Give it up for Baby programme, download the full case study taken from our ShowCase database of social marketing programmes.

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