Background and challenges to implementation:
Given the damage that tobacco smoke can have on the unborn child and the high associated costs, it is critical that rates of smoking in pregnancy are reduced.
Current pathways for supporting pregnant smokers are not meeting the needs of some of the youngest and most vulnerable women as evidenced by the low rate of uptake of support and the high rate of young women who smoke throughout their pregnancy.

Intervention or response:
Two insight-driven projects were undertaken in three diverse areas across England. The intervention was to facilitate a better understanding of young women drivers and barriers to changing behaviour and develop asset-based approaches which encourage and enable young women aged between 16 and 24 to have pregnancies that are free from tobacco use.

Results and lessons learnt:
The projects provided a better understanding of:
· Their experiences of being pregnant and of smoking during pregnancy.
· The real barriers to quitting.
· What or who they would turn to if they wanted support and how they want to quit.
· Their expectations of health professionals.
· What information they want, how and from whom.
· Trusted messengers - who they want to trust and when/why they can't
· Influences on choice.
· View to risk and how it's measured.
· Clear thoughts on what would work and outline of the delivered intervention.

Conclusions and key recommendations:
An insights driven approach can:
· Positively impact on the commissioning and provision of evidence based support for young vulnerable women
· Influence the design of interventions and professional practice to better meet the needs of target populations.