Preventing Low Birthweight (1985) / Chapter Skim
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9. Public Information Program
9. Public Information Program
Pages 202-211
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From page 202... ...
The chapter concludes with a discussion of the Healthy Mothers, Healthy Babies Coalition. Conditions For Success A growing body of research suggests that public information programs can help achieve change in health-related behaviors, but their success depends on a variety of interrelated conditions.
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From page 203... ...
Consistency of Effort Public information programs designed to change people's behavior must operate over an extended period with a fairly consistent and reinforcing set of messages.2 s There Is little likelihood, except in rare circumstances, that changes will be swift or dramatic; thus, small changes over time must be recognized as signs of success. Private advertising builds product acceptance through consistent reinforcement over time of product identity, which is intended to lead to increased use of the advertised item.
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From page 204... ...
Messages designed to attract attention and motivate behavior change In particular target groups must be developed carefully and market tested to ensure their appeal to those groups. For example, through careful market research, the Healthy Mothers, Healthy Babies Coalition developed a series of posters and matching cards for distribution through clinics, WIC programs, and other places where higher isk groups receive prenatal care and information.
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From page 205... ...
" The poster and additional text triggered a greater than expected drop-off in smoking among pregnant women, a much higher message recall than normal, and a significant change in behavior that carried over after pregnancy.~° Quality of Mater ials one element that unfortunately receives limited attention in many health information programs is the quality of the materials and messages. Too often this lack of attention is the result of limited budgets for entire programs, of which the public information element is often only a small part.
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From page 206... ...
Because many of the risk factors for low birthweight are widely distributed throughout the population, and because a substantial amount of low birthweight occurs among women judged to be at low risk, the committee concluded that the program should embrace a broad audience. At the same time, a subset of messages should be developed to reach several well-defined groups known to be at high risk of low birthweight-pregnant smokers, young teenagers, and poor, socially disadvantaged women.
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From page 207... ...
Some message topics are noted below; actual wording would require careful development and market testing: · the problem of low birthweight -- even in a society devoted to thinness, it is important that babies be born of adequate weight; · the many benefits of planning for pregnancy and related family planning concepts; · the r Asks of smoking in pregnancy; · the benefits of good nuts itzonal practices before and dur ing pregnancy; · the risks of both moderate and heavy alcohol use In pregnancy (and substance abuse generally) ; and · the Importance of obtaining prenatal care and beginning such care early in pregnancy.
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From page 208... ...
All such materials require careful testing to make sure that they are effective in communicating campaign messages. Leadership and Organizational Structur e The comprehensive public information program advocated by the committee clearly needs an organizational home and a stable leadership structure.
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From page 209... ...
The committee has concluded that the Coalition has the potential for playing a larger , more permanent role in improving maternal and child health and in reducing the incidence of low birthweight. Accordingly: The committee urges that the Healthy Mothers, Healthy Babies Coalition lead a comprehensive public information program directed at low birthweight prevention.
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From page 210... ...
Finally, such a campaign must pay careful attention to audience def inition, message development, and use of multiple media to channel information. The Healthy Mothers/Healthy Babies Coalition, if more adequately funded, is a logical leader for the program.
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From page 211... ...
12. Juarez and Associates, Inc: Healthy Mothers Market Research: How to Reach Black and Mexican American Women.
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