Pittsburgh’s black infant mortality rate is the highest in the U.S.; more than twice as many black babies as white babies died before their first birthdays in 1997. Prematurity is the leading cause of death of black infants in Allegheny County, Pennsylvania.
The West Penn Chapter of the March of Dimes commissioned MARC Public Relations (MARC) to develop a health education campaign targeted to high-risk African-American women, their healthcare providers and the community at large. MARC conducted a series of focus groups with local African-American women of childbearing age.
MARC’s research contradicted assumptions that lack of information and negative experiences with healthcare professionals contributed to high prematurity rates. Rather, MARC learned that premature birth among the target audience is considered normal and unavoidable. This key learning became the focal point of the campaign, which is designed to shatter the target audience’s myths about premature birth. In addition, research showed that existing educational materials were not compelling and conveyed no sense of urgency.
MARC developed the campaign using a tone that is direct and conveys urgency and immediacy, but is not threatening. The bottom line of creative development is that the materials should draw dramatic attention to the problem and position the issue from the babies’ perspective, while directly attacking a cultural norm.
The presenter will provide examples of the communication vehicles developed including posters, a brochure, a fact card, and outdoor boards. Additional project deliverables include direct mailings to healthcare professionals, web site extensions, media relations, and high-profile events.
Learning Objectives: At the conclusion of the session, the participant will be able to: understand primary and secondary research techniques necessary to develop a high impact, targeted health education campaign; articulate key learnings from focus group research into the healthcare experiences of black women; and, identify strategies to develop an integrated health education campaign to reach a culturally distinct audience, including key messages, creative extensions, partnerships, measurement
Keywords: Audience Segmentation, Pregnancy Outcomes
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: MARC Public Relations
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: Consulting fees