The Birth Defects and Pediatric Genetics Branch at the Centers for Disease Control and Prevention (CDC) launched the National Folic Acid Campaign in May 1999. The campaign aims to reduce neural tube defects by promoting the use of folic acid among women of childbearing age. The campaign is being carried out in conjunction with the National Council on Folic Acid, comprised of non-governmental organizations, professional associations, and other organizations.
Focus groups conducted as part of the formative research for the campaign found that different communication strategies would be required to reach and influence women trying to become pregnant or planning pregnancy in the next year (contemplators) and women not intending pregnancy (non-contemplators). Non-contemplators are a challenging target audience because, according to the focus group findings, these women tend to be uninterested in or resistant to the folic acid message unless it is couched in terms of non-pregnancy related health benefits. CDC developed two public service announcements (and related campaign materials): "Before You Know It" aimed at pregnancy contemplators and "Ready...Not" aimed at non-contemplators.
An outcome evaluation survey, being conducted in early 2000, measures changes in knowledge, attitudes, and behaviors relating to folic acid before and after the campaign launch (additional surveys are planned for subsequent years). Based on survey questions about pregnancy intention, respondents will be categorized as contemplators or non-contemplators. Differences will be examined between contemplators and non-contemplators in terms of their knowledge, attitudes, and behaviors, and exposure to and recall of the campaign.
Learning Objectives: At the conclusion of the presentation the participant will be able to: (1) describe strategies used in the National Folic Acid Campaign to target women of childbearing age intending pregnancy in the near future and women not intending pregnancy in the near future (pregnancy contemplators and non-contemplators); and (2) discuss the findings of the evaluation of the National Folic Acid Campaign relating to pregnancy contemplators and non-contemplators
Keywords: Birth Defects,
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Centers for Disease Control and Prevention (funding agency for evaluation);
Westat (evaluation contractor);
National Council on Folic Acid (coalition of governmental and non-governmental organizations)
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.