The 130th Annual Meeting of APHA

Abstract #43699

Janis Biermann, MS¹, Douglas A. Staples¹, Marion Greenup, MEd, MPH², Colleen Ryan, MA³, Holly A. Massett, PhD⁴, and Lisa Shusterman, MA⁴. (1) Folic Acid Campaign, March of Dimes Birth Defects Foundation, 1275 Mamaroneck Avenue, White Plains, NY 10605, 914.997.4620, jbiermann@modimes.org, (2) March of Dimes, 1275 Mamaroneck Avenue, White Plains, NY 10605, (3) Health and Social Marketing, Porter Novelli, 1909 K Street., NW, Washington, DC 20006, (4) Research, Porter Novelli, 1909 K Street, NW, Washington, DC 20006

More than 460,000 babies are born preterm annually in the U.S.. The percentage grows each year, while researchers remain uncertain about the cause in as many as half of the cases. African American women, as well as women younger than 16 and older than 40 years, have the highest rates of preterm birth. This presentation will report the findings of 21 focus groups held around the country in October and November 2001 with adult pregnant women, non-pregnant women, and men. Groups were segmented by race/ethnicity (White, African American, and White Hispanic) and by age (younger/older), and were designed to understand participants’ perceptions of prematurity and its consequences. Among the findings is the discovery that prematurity is not salient or considered serious in the minds of these audiences, particularly if a baby is born later than 34 weeks. Surprisingly, even pregnant women did not include preterm birth among their list of key worries. The presentation also will demonstrate specifically how the research was translated and applied in the design of creative messages and materials for an upcoming March of Dimes national awareness campaign—the campaign will aim to increase public awareness of the problem of prematurity and educate pregnant women to recognize the signs of preterm labor. Findings from the focus groups have been instrumental, revealing what messages do increase peoples’ concerns about the issue, and the need to strike a delicate balance between raising concern and offering information.

Learning Objectives: At the conclusion of the session, the participant (learner) in this session will be able to

• Discuss why prematurity is not perceived as a significant concern among the general public or pregnant women;
• Identify the compelling informational and emotional messages that increased the general public's and pregnant women's concern around prematurity;
• Describe the issues program planners could encounter in translating qualitative research into communication strategy and campaign materials.

Keywords: Prenatal Interventions, Health Communications

Presenting author's disclosure statement:
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.