Journey of a Lifetime: Using social media outlets and social marketing techniques to address disparities in birth outcomes through the life-course lens

Background: The infant mortality rate for African Americans in Wisconsin is nearly three times the rate of white infants, and approximately 90% of these deaths occur in the southeastern part of the state. Life-course theory and social marketing can be incorporated into efforts aimed at reducing racial disparities in birth outcomes. Methods: As part of an initiative to improve African American birth outcomes, in 2008, Wisconsin was awarded a social marketing grant, ABCs (Applied Behavior Change) for Healthy Families. This campaign is grounded in life-course theory and was designed with community members in southeastern Wisconsin. Focus groups chose the campaign name and the campaign slogan: “I deal with stress in ways that don't stress my baby.” A community survey identified social media approaches that could reach the target population. Results: In fall 2009, Journey of a Lifetime: Healthy Babies through Healthy Families was launched in Milwaukee and Racine. The HRSA-funded campaign employs conventional marketing techniques along with social media to promote knowledge of the life-course perspective, including posters, billboards, brochures, radio spots, and text messages. The campaign centers on the effects of stress, refers clients to community-based services, and is paired with other social support interventions desired by the community, including support circles for mothers and fathers. Conclusion: Efforts to expand the reach of the campaign are underway, including a new partnership with the national text4baby program. We are continuously evaluating the campaign with community members, to improve our ability to capture their attention and persuade them to take action.