Give it Up for Baby Topic: Smoking Organisation: NHS Tayside Location: Tayside (Scotland) Dates: 2006 to ongoing Budget: £129,000 per annum Contact: Paul Ballard Email: p.ballard@nhs.net Telephone: 01382 424 067 Overview Give It Up For Baby is a partnership incentive scheme that supports smoking cessation in pregnant smokers. An incentive of £12.50 per week is paid for every week a woman demonstrates she is smoke-free throughout the pregnancy and for 3 months after the birth of the baby. The incentive is redeemed via a National Entitlement Card at local Asda supermarkets against fresh food and groceries. Participants are also offered nicotine replacement therapy and group support. Results An intention to treat

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