BUBs Quit Study

A multi-site RCT designed to support pregnant women who smoke to quit through an enhanced smoking cessation intervention delivered within maternity services. Combines midwife-led counselling, digital support and evidence-based cessation strategies across NSW and Queensland.

The challenge

Despite longstanding public health efforts, smoking rates during pregnancy remain persistently high, particularly among women experiencing greater social and health disadvantage. Smoking in pregnancy is associated with serious risks including stillbirth, preterm birth, low birth weight and longer-term health impacts.

Our approach

Individually randomised controlled trial comparing an enhanced intervention with standard maternity care. The intervention is delivered by a specially trained midwife and includes four one-on-one counselling sessions, the MyQuitBuddy app, reinforcement text messages, incentives, involvement of a support person where requested, and tailored supports for First Nations and CALD women.

Key goals

• Increase smoking abstinence at 3 months postpartum.

• Increase abstinence from e-cigarettes and cigarettes in the months following intervention.

• Improve birth outcomes, including reducing preterm birth and low birth weight.

• Improve maternal mental health and quality of life.

• Determine whether the intervention is cost-effective.

• Identify the factors that support successful implementation and scale-up.

Evaluation & impact

The study aims to recruit 2,000 pregnant women across urban and rural maternity services. Outcomes are assessed at baseline, 2 months after intervention initiation, and 3 months postpartum.