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Project information

Smokefree Baby and Me

We want to improve the mental well-being, physical health and quality of life for young mums, mums-to-be and their children by helping them to quit smoking.

12 months

Charity information: ASH Wales

ASH Wales logo
  • Need


    Wales has the highest rate of smoking in pregnancy in the UK and some of the highest rates of teenage pregnancies in Europe. In the most deprived areas nearly 25% of women smoke during their pregnancy. 11,864 unborn babies in Wales are exposed to tobacco and are at risk of stillbirth, cot death, premature birth, miscarriage and mental health disorders every year. There are currently no tailored services to help these women quit.


    From our experience, young women in disadvantaged areas are not attending stop smoking services because they are too formal and inaccessible.

    We want to provide support through informal one-to-one sessions and engaging group activities designed to empower these young people with the knowledge and tools to quit smoking.

  • Aims

    Aim 1

    Increase the health awareness and well-being of young pregnant women and parents in Wales.


    » Deliver a series of smoking cessation courses to small groups of 5-10 people.
    » Produce educational literature and materials (leaflets, posters, packs) for mothers and pregnant women.
    » Run a series of competitions to encourage people to take part.

    What success will look like

    We will use CO scores to show that 50% of those who attend our courses and make quit attempts will have successfully quit at 4 weeks.

    Aim 2

    Improve local community services across Wales.


    » Train key health and youth workers.

    What success will look like

    Provide training to at least 25 youth/health workers.

  • Impact


    With better materials and services available to pregnant women, we want to see the number of women who smoke during pregnancy decrease in the hardest to reach areas.

    While the number of smokers in the areas classified as 'least deprived' is steadily decreasing there has been no such change in the areas classified as 'most deprived'.

    We would measure change by tracking the % of pregnant smokers across each health board before and after the project has taken place.


    Protecting the physical well-being of the young mothers and their children during such a difficult and stressful time as well the risk of the young parents feeling stigmatized for their smoking habit.

    To deal with these risk we have consulted with other charities and health professionals to ensure that our service will only offer the safest and most comprehensive advice. We also used the wealth of experience that our youth workers and cessation advisers posses in helping vulnerable people.


    We will keep our donors informed with regular updates via email and included in our newsletter. These will include case studies from our young mums.

  • Budget

    Budget - Project Cost: £20,500

    Loading graph....
      Amount Heading Description
      £13,500 Quit course delivery Running and managing our quit sessions
      £2,050 Project expenses Cost of our youth workers/beneficiaries travelling, subsistence
      £3,450 Equipment Design, print and postage of our leaflets, posters, quit packs, CO monitors, translation.
      £1,500 Marketing and promotion Promotion of the project, competition, prizes, website support

    Current Funding / Pledges

    Source Amount
    Jane Hodge Foundation £5,000 Guaranteed
    Dezna Robins Jones Foundation £2,500 Guaranteed
    People's Postcode Trust £8,000 Guaranteed
  • Background


    We will be focusing on the most deprived areas of Wales according to the Welsh Index of Multiple Deprivation (WIMD), with an aim towards targeting the areas within specific health boards. I.e. Cwm Taf UHB and Betsi Cadwaladr UHB.


    Young mums and mums-to-be aged between 14-25, their unborn babies and children, and their family around them. While the young people taking part in the sessions will benefit directly there will also be a secondary benefit to their children.

    Evidence shows that children who live with parents or siblings who smoke are up to three times more likely to become smokers themselves than children of non-smoking households. By quitting they provide a better opportunity for their children in the future.

  • Why Us?

    Why Us?

    ASH Wales are experts in behavioural change, delivering cessation services to vulnerable groups for several years.

    Over the last three years we delivered a successful programme of guidance and quit sessions for people under 25, called ‘Commit to Quit’, working with over 6,000 young people.

    As a result, our youth work is of a high standard and well-established among a considerable network of partner organisations and health professionals. Our new project will work from these foundations.

    Read more about the Charity running this project.


    Bobby Singh-Landa

    Bobby has been an integral part of our Youth Development team for many years and he will be taking the lead on delivering this new project.