Health campaigns

Some lifestyle behaviours put women at greater risk of conditions that can lead to stillbirth, premature birth and miscarriage.

Evidence shows us that poor diet, obesity, lack of physical activity, smoking and mental health problems can all impact on the healthy development of a baby.

Many women are not aware of the link between their lifestyle and the increased risks to the health of their baby. Even those who do know about the link can find it hard to change behaviours that are addictive, habitual or enjoyable. Factors such as social norm, peer influences, attitudes and beliefs about behaviour, as well as a woman’s own perception of her ability to change her lifestyle, can all act as barriers.

At Tommy’s we want to trigger, inform and support behaviour change to help women have healthy pregnancies. We work directly with the women we are targeting to understand the practical, social and psychological factors that enable or inhibit behaviour change. We also work with experts in the various fields to ensure our campaigns are evidence-based and supported by science.




Sven Cnattingius & Mats Lambe, 'Trends in smoking and Overweight during Pregnancy: Prevalence, risks of pregnancy complications, and adverse pregnancy outcomes', Seminars in Perinatology, 2002; 4: 286-295.

Denison F, Norrie G, Graham B et al., 'Increased maternal BMI is associated with an increased risk of minor complications during pregnancy with consequent cost implications', British Journal of Obstetrics and Gynaecology, 2009 116(11):1467-72.

Straub H, Adams M, Kim JJ, et al., 'Antenatal depressive symptoms increase the likelihood of preterm birth', Am J Obstet Gynecol, 2012;207: 329.e1-329.e4

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