I have been a midwife for forty years with a specialist interest in public health. My career has been varied and has always had reducing health inequalities at its heart. Formally based within Sure Start Children's Centres, PCT led Public Health and managing the antenatal services at Sherwood Forest Hospitals. In 2021 I set up the in-house tobacco dependence treatment service as per the NHS Long term Plan ambition. Our service was one of the first maternity tobacco dependency treatment services in England. In addition, our Local Maternity and Neonatal System supported a pilot financial incentive scheme that has been evaluated and published by Nottingham Trent University. My team have supported families to overcome their nicotine addiction that has been life changing for all involved.