Tobacco-Free Families Initiative Copy
An innovative program in Kathlal Block, Gujarat, that integrates tobacco cessation into antenatal care by incentivizing families to quit tobacco through counseling, culturally tailored support, and financial relief on maternity services.
Location
Kathlal (Gujarat)
Launch
May 2023
Innovation
Integrated approach for antenetal care with tobacco cessation for family
Partner
SHF
The opportunity
Tobacco use in Kheda district, especially among men, was a major but often overlooked threat to maternal and child health. Nearly 42% of adult males and 8% of females consumed tobacco, exposing pregnant women and newborns to harmful secondhand smoke and related complications. Despite the high prevalence, cessation services were scarce, and traditional healthcare systems could not focuse prevention. Pregnancy presented a unique motivational window, where families were already engaged with health services and more receptive to change
What we did
Safecure Healthcare Foundation, led by Dr. Sachin Patel, Shreya Hospital designed and launched the Tobacco Cessation Program (TCP) in 2019, embedding it within antenatal care workflows. Using the WHO’s 5A’s framework, the program systematically screened family members, delivered one-on-one and group counseling, and offered pharmacotherapy like nicotine replacement therapy where needed. To increase uptake, the program introduced innovative financial incentives — free antenatal checkups and substantial discounts on delivery charges, directly linked to family members’ commitment to quitting tobacco.
The Outcome
Over 12,200 individuals were screened, with 6450 tobacco users formally enrolled. The program has fostered stronger engagement with antenatal services and encouraged families to take active steps toward quitting tobacco. Outcomes are being continuously monitored, with counseling approaches, follow-up strategies, and incentive models adapted based on real-world experiences and community feedback. While challenges like cultural acceptance and sustaining long-term behavior change remain, the initiative has created a foundation for healthier family practices and demonstrated a promising pathway for scaling tobacco cessation in rural communities.
