Our approach to pregnancy health
Our campaign development process is based on tried and tested social marketing planning models involving:
- scoping and secondary research
- qualitative and quantitative research with women and the front-line professionals who work with them
- intervention design and development
- intervention testing with target groups and stakeholders
- we also use the National Social Marketing Centre’s Benchmark Measure to ensure our campaigns are robust and effective
- visit the NSMC website: http://www.nsmcentre.org.uk/
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Our evidence base
Tommy’s pregnancy health campaigns are informed by two strands of scientific evidence:
Tommy’s-funded scientific research
Tommy’s funds some of the UK’s top researchers in maternal and fetal health at its three research centres:
Our research campaigns continually deliver new scientific and clinical knowledge about the prevention of stillbirth, premature birth and miscarriage. Our health campaigns are informed by this cutting edge knowledge and are a vehicle for delivering this information directly from scientists to those women most at risk.
Read more about our latest research campaigns:
About Teenage Eating
VIP (Vitamins in Preclampsia trial)
UPBEAT - research into obesity and pregnancy
Peer reviewed and published research
The Tommy's pregnancy health campaigns team also use peer reviewed research that is published in scientific, clinical and social research journals as an important part of the evidence base for campaigns.
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Focus on insight and engagement
Tommy’s conducts qualitative and quantitative campaign research to gain insights into the attitudinal, social and practical factors that influence women’s health behaviours. This helps us to develop interventions and information that are most likely to trigger and support women to change their lifestyle behaviour.
Women are also involved in our campaign development; they review our campaign products providing us with feed back on concepts and designs, and work with us to create audio, visual and testimonial content for interventions. By doing this we ensure that the voices of women, their needs and experiences, are at the centre of all our campaigns.
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Tommy’s uses theory based on behavioural psychology to design its research with women and front-line professionals. This enables Tommy’s to achieve a deeper understanding of the attitudinal and social factors that inhibit or enable women to change their health behaviours.