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Approaching the Problem

Evidence that social marketing campaigns can effectively increase awareness of infant mortality disparities Jennifer Rienks, PhD*, Virginia Smyly, MPH**, Geraldine Oliva, MD, MPH*, Linda Mack Burch, MPH*, Judith Belfiori, MA, MPH*

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Approaching the Problem

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  1. Evidence that social marketing campaigns can effectively increase awareness of infant mortality disparities Jennifer Rienks, PhD*, Virginia Smyly, MPH**, Geraldine Oliva, MD, MPH*, Linda Mack Burch, MPH*, Judith Belfiori, MA, MPH* *Family Health Outcomes Project (FHOP), University of California, San Francisco **Health Promotion and Prevention, San Francisco Dept. of Public Health

  2. Approaching the Problem • In San Francisco, African American infants suffer a mortality rate 2-3 times higher than white infants • SF Health Department conducted 18 focus groups with 250 community residents • Focus groups suggested a low level of awareness of the disparity among African Americans

  3. Public Awareness Campaigns Based on Nguza Saba Value Ujima(Collective Work and Responsibility)“To build and maintain our community together and make our brother’s and sister’s problems our problems and solve them together.”

  4. Development of the campaigns: • Social Marketing Workgroup with nine residents and service providers convened to develop themes for three campaigns • Training done with Workgroup and included overview of the project, information about infant mortality and social marketing theory • 14 Focus groups conducted to provide feedback on mock-ups of possible messages and products

  5. Themes of the 3 Campaigns: • African American babies in SF are 2 times more likely than white babies to die in the first year of life • Babies sleep best on their backs • Take action to stop African American babies from dying

  6. Campaigns Mediums • Ads on bus shelters, the backs of buses and inside buses in targeted neighborhoods • Posters and hand cards distributed at San Francisco clinics, daycare sites, doctor offices, agency waiting rooms, and community organizations. • Church fans distributed to 50 places of worship • Radio spots were on KMEL and KBLX, radio stations popular with African Americans in the SF

  7. Evaluation Methodology • Time 1 and Time 2 telephone surveys conducted with African Americans between 18-65 years old in 4 target neighborhoods • Time 1 telephone survey completed with 804 respondents prior to awareness campaigns • Time 2 telephone survey completed with 654 respondents at conclusion of awareness campaigns

  8. Exposure to Mediums in 3 Awareness Campaigns

  9. Exposure to Campaigns • In total, 30.4% of respondents reported exposure to all three campaigns • 23.2% reported exposure to two the campaigns • 20.3% reported exposure to one campaign • 26% reported no exposure to any of the campaigns

  10. Exposure to Mediums by Age * Percentages significantly different (p<.05)

  11. Heard of San Francisco Black Infant Mortality Disparity – Time 1 & 2

  12. Awareness of Disparity • Chi-square analysis reveals a significant increase in the percentage of African American residents who have ever heard of the San Francisco Black Infant Mortality Disparity from Time 1 (39.6%) to time Time 2 (62.7%) (OR = 2.5, CI 2.1-3.2)

  13. Awareness of Proper Sleep Position • No overall significant increases in knowledge of proper sleep positions from Time 1 (70.4%) to TIME 2 (71.7%) • Significantly higher level of awareness of proper position for those exposed to campaign (70.7%) vs. those reporting no exposure (63.8%), (OR = 2.2, CI 1.6-3.2)

  14. Key Lessons • Consulting target audience at the outset suggested that many were unaware of African American infant mortality disparity, a finding that was then confirmed by a survey done prior to the campaigns • Involving target audience in developing campaigns and reviewing messages resulted in culturally appropriate campaigns that reached a large number of San Francisco’s African American residents

  15. FHOP website and contact informationhttp://www.ucsf.edu/fhop(415) 476-5283

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