New Start4Life pregnancy health campaign launched

The government has introduced a new Start4Life campaign highlighting issues affecting health during pregnancy, tying in with the launch of a new Hollywood movie.

To mark the UK release of the film adaptation of the bestselling pregnancy guide What to Expect When You're Expecting, advertising will be launched to highlight behaviour that could pose risks to the health of an unborn child.

For example, one in ten expectant mothers continue to smoke during pregnancy, even though this can greatly increase the chances of stillbirth, cot death or lung problems, while drinking and obesity will also be underlined as posing dangers.

The campaign is designed to provide mothers with simple-to-follow advice, working hand-in-hand with the recently launched NHS Information Service for Parents.

Public health minister Anne Milton said: "We've got a great opportunity to talk to parents about how to adopt a healthy lifestyle that will stay with you and your child for life."

This comes after a recent pledge by health secretary Andrew Lansley to improve NHS support structures for women with postnatal depression.