A SHOCK advertising campaign which featured a picture of an unborn foetus formed out of cigarette smoke appears to be working.
Since the advert appeared in the North-East newspapers, the NHS has seen a 61 per cent increase in referrals from mothers-to-be.
Concerned about the harm cigarette smoke is causing to their unborn babies, the women are seeking NHS help to give up nicotine.
The figures were released as the Newcastle advertising agency that devised the campaign, called Different, announced that its advert had won the top prize at the Direct Marketing Association Royal Mail Awards.
The campaign, which featured the slogan "If you smoke, so does your baby" has already won several awards for best art direction, best use of photography and best overall campaign at the Campaign Direct 2003.
Different was named North-East advertising agency of the year by Adline magazine.
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