Challenges in supporting pregnant women to stop smoking

Abstract

Background The risks of smoking for fertility are well documented. However, the perception of pregnant smokers did not get enough attention so far. Finding and counselling pregnant smokers, and finally supporting their process of quitting are highly challenging. There are no evidence based guidelines or best practices that would guide such an endeavour.

Methods A variety of quantitative and qualitative research approaches are applied, including literature reviews, online surveys, in-depth interviews with experts and pregnant smokers. Furthermore, the user-centred iterative design of game-based technologies strives different aspects of the complex problem. Questions we dealt with are: How can new media and social networks support the cessation process for pregnant women? What factors do pregnant smokers make use of existing cessation services? What helps to make smoking cessation in pregnancy a topic without shame and guilt? How can smoking cessation be addressed even before pregnancy starts?

Results It is most likely that anonymous offers within new media and social networks are accepted better than face-to-face offers. Tangible mobile games help distract pregnant smokers any time anywhere in a non-stigmatising way.

Conclusions Smoking in pregnancy is a field, which is highly stigmatised and not yet sufficiently addressed by the health system. It presents a burden for the individual smoker, being confronted with the feelings of own failures, guilt, prejudices, degradation and a lack of specialised cessation services. A holistic approach - as we developed - is needed to provide multidimensional effective mechanisms to accompany pregnant smokers in their attempt to quit smoking.

Message 1 The specifics of pregnancy like feeling of shame and guilt present a different starting point for smoking cessation. Tangible mobile games help pregnant smokers quit smoking in a non-stigmatising way.

Message 2 It is most likely that anonymous offers within new media and social networks are accepted better than face-to-face offers.