Background: Recent NZ research by Dr.Marewa Glover of the University of Auckland indicated disturbingly high incidences of pregnant women smoking. Her research publication, "Smoking during pregnancy among Maori Women" points to a two week period after confirmation of pregnancy where most pregnant women attempt to quit. Over 80% of women interviewed recall being advised to quit, but few health professionals provided smoking cessation assistance or referral.

Strategy: ASH NZ, in collaboration with the University of Auckland, Te Hotu Manawa Maori and Education for Change alerted GP's to this smoking cessation 'window' with a postcard-sized fact sheet outlining smoking cessation referral and advice services in New Zealand available for pregnant women to assist them in maintaining a smokefree pregnancy. GPs were encouraged to refer women to the smoking cessation services listed for expert interventions.

Conclusion: The postcard was sent to over 3000 General Practitioners and Midwives throughout New Zealand. The GP's awareness of the postcard evaluated very low, indicating the target audience was not reached and re-strategising may be required.