What’s happening?
Health and Wellbeing Queensland is piloting a new health promotion campaign, Before the Baby Bump, in the Mackay and Ipswich regions.
The campaign introduces preconception health, defined as the health of someone before pregnancy, in a friendly and accessible way.
It focuses on simple health changes before pregnancy that can improve pre-pregnancy health, support healthier pregnancies, and help set up stronger outcomes for families.
The pilot covers Mackay, Isaac and Whitsunday, as well as Ipswich City, Scenic Rim, Lockyer Valley and Somerset.
Why it matters
Research commissioned by Health and Wellbeing Queensland found many Queenslanders do not understand preconception health.
People often assume it means general health, which creates missed chances to support healthy habits before pregnancy.
Dr Robyn Littlewood, Chief Executive of Health and Wellbeing Queensland, said the research showed strong intent but limited awareness.
“Insights from Queenslanders aged 18 to 45 showed strong recognition of the value of healthy habits during pregnancy,” Dr Littlewood said.
“The research also highlighted the opportunity to build greater awareness of the importance of health in the preconception period.”
She said the campaign also promotes shared responsibility between partners.
“The research highlighted the potential to promote preconception health as a shared goal for both partners, reinforcing the role that mutual support can play in setting up the healthiest possible start for families,” she said.
Dr Littlewood said the campaign approach is practical and supportive.
“Before the Baby Bump puts the facts on the table in a friendly, non-judgmental way for both men and women, with messages delivered by health professionals and couples,” she said.
Local impact
The campaign is being piloted in these regions due to Joint Regional Needs Assessment data from Queensland Health.
The data show higher fertility rates, younger parent age, and a higher prevalence of risk factors such as smoking during pregnancy.
Delivery involves collaboration with West Moreton and Mackay Hospital and Health Services, Darling Downs and West Moreton Primary Health Network, North Queensland Primary Health Network, primary care providers, and community partners.
Evaluation findings will be used to assess the success of the pilot.
By the numbers
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55% of Queenslanders have never heard the term preconception health, showing a widespread awareness gap.
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Only 1 in 4 Queenslanders know preconception health includes actions like quitting smoking, pre-pregnancy checks and avoiding alcohol.
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2 in 5 Queenslanders have never been asked about pregnancy intentions by a health professional, rising to 1 in 2 among those without children.
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16.8% of people in Mackay smoke or vape daily, compared to 10.4% across Queensland.
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25% of Mackay residents rate their fitness as sedentary or beginner, higher than other regions.
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68% of adults in the Mackay Hospital and Health Service area are overweight or obese, compared to 61.5% statewide.
Zoom in
Fiona Nave, Accredited Practising Dietitian and Before the Baby Bump Program Lead, said the campaign was designed in response to the research findings.
“People are often surprised to learn how early preconception health starts, and how much it matters,” Ms Nave said.
“It tends to be confused with general health, or only thought about in the context of fertility,” she said.
Ms Nave said both partners play a role.
“The health of both partners affects fertility, pregnancy and lifelong health for the baby,” she said.
“Small decisions made today, eating well, moving more, cutting out alcohol, smoking and vaping, and checking in with a GP, can make a real difference to a healthy pregnancy and a healthy baby,” she said.
She also shared three simple steps for people thinking about pregnancy.
“It’s never too early to start preparing your body for pregnancy, even if it feels a long way off,” Ms Nave said.
“A quick visit to your GP or trusted health professional could uncover things you might not have considered,” she said.
“You don’t need to transform yourself overnight. Focus on realistic changes, not perfection,” she said.
Zoom out
The campaign is part of the Queensland Government’s Supporting Healthier Pregnancies Initiative.
It is delivered by Health and Wellbeing Queensland and funded through Queensland Health.
The focus extends beyond fertility to long-term health for children and families.
What to look for next?
Evaluation of the pilot will assess its impact across the Mackay and Ipswich regions.
The findings will help determine whether the campaign expands to other parts of Queensland.
More information and a free online health check are available at hw.qld.gov.au/beforethebabybump.
