Everybody knows about the ill effects of smoking, and pregnant women are especially aware of the stigma attached.

The NHS wants to help more pregnant women quit, but they know the women they're dealing with are hard to reach.

We used a stark, graphic approach to tell the story of new medical research: that the effects of smoking can hit an unborn child immediately.

These posters and brochures went out to GPs and clinics all over the country and, several years on, are still being distributed.

Credits

Agency: Kitcatt Nohr

Creative Director: Ben Golik

Creative Director: Phil Wyatt

Art Director: Des Morgan

Copywriter: Guy Bingley

Photography: Seamus Ryan