At least ten different ideas were tested in focus groups comprising "at risk" mothers throughout the North East, who were usually from low-income households. "Baby" was by far the most successful, as nearly all the respondents preferred seeing some sort of child image used in the campaign. It also received strong support from the midwives working with the mothers.
The ads were placed in the regional press and freesheets to raise awareness and provoke discussion of the issues around smoking and pregnancy, as well as to direct them to the free NHS phone line. Feedback from regional health workers was excellent; the image and the issues around it have been discussed at length by midwives and their patients.