1. Re‐analyses of data from Kennedy 2013.

Outcome	Estimated effect (95% CI)a July 2009 (start of campaign)	Estimated effect October 2009 (last month of campaign)	Estimated effect November 2009 (first month after campaign)	Estimated effect March 2010 (4 months after campaign)
Total number of calls	42 (−115 to 198)	153 (−8 to 314)	146 (−13 to 304)	32 (−148 to 212)
Calls from pregnant women	14 (4 to 25)	15 (4 to 27)	8 (−3 to 19)	7 (−5 to 20)
Calls from unique pregnant women	8 (1 to 14)	8 (1 to 14)	6 (−1 to 12)	3 (−4 to 10)
Calls from unique previously unknown pregnant women ('first‐timers')	6 (1 to 11)	6 (1 to 10)	2 (−3 to 6)	3 (−3 to 8)

^aChange from pre‐campaign call rates.