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OHIO DEPARTMENT OF HEALTH – INFANT SAFE SLEEP CAMPAIGN Ohio Chapter, American Academy of Pediatrics Roundtable Friday, April 4 Christy Beeghly, MPH, ODH.

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Presentation on theme: "OHIO DEPARTMENT OF HEALTH – INFANT SAFE SLEEP CAMPAIGN Ohio Chapter, American Academy of Pediatrics Roundtable Friday, April 4 Christy Beeghly, MPH, ODH."— Presentation transcript:

1 OHIO DEPARTMENT OF HEALTH – INFANT SAFE SLEEP CAMPAIGN Ohio Chapter, American Academy of Pediatrics Roundtable Friday, April 4 Christy Beeghly, MPH, ODH Violence and Injury Prevention Program Administrator

2 OHIO INJURY PREVENTION PARTNERSHIP (OIPP)  The Ohio Injury Prevention Partnership (OIPP) is a statewide group of professionals representing a broad range of agencies and organizations concerned with the prevention of injury.  Priorities for the OIPP include Prescription Drug Misuse, Falls Among Older Adults, and Child Injury.

3 CHILD INJURY ACTION GROUP (CIAG)  The Child Injury Action Group was formed as an action group of the OIPP and developed its strategic plan  Child Injury Action Group Strategic Priorities:  Teen Driving  Child Passenger Safety Law Review/Revision  Sports-related Traumatic Brain Injury  Bicycle and Wheeled Sports Helmets  Infant Sleep-related Suffocation

4 SUID RATES PER 100,000, OHIO AND U.S * *Source: CDC WONDER Sleep-related Infant Death Rates have remained relatively stable in the U.S during the past decade. INFANT SLEEP-RELATED DEATHS

5 CIAG INFANT SAFE SLEEP SUBCOMMITTEE  The CIAG Goal: Reduce unintentional sleep-related deaths for infants aged <1 year from 38.0 per 100,000 by 10% by  The CIAG Infant Safe Sleep Subcommittee was formed and created action plans for the following objectives:  Promote and support parent education policies in birthing hospitals and licensed child care centers  Partner with baby product retailer to promote safe sleep to customers  Ensure that prenatal care providers and pediatric health care providers are promoting and distributing current safe sleep messages  Collaborate with other organizations to conduct a statewide safe sleep campaign  Enact a policy requiring all identified state agencies with a role in parent education, early intervention, or child care to follow and promote current safe sleep recommendations

6 PARTNERSHIPS  CIAG ISS Committee Members  Safe sleep experts from across Ohio including LHDs, birthing and children’s hospitals, parent advocates, etc.  Internal ODH Partners  VIP Program  MCH Programs  Office of Public Affairs  Ohio Collaborative to Prevent Infant Mortality  SID Network of Ohio  Ohio Chapter, American Academy of Pediatrics  Cribs for Kids  Ohio Hospital Association  Ohio Children’s Trust Fund

7 MARKETING CAMPAIGN DEVELOPMENT Process Began in early 2012 with regular planning and working meetings with CIAG ISS subcommittee members. Review of data to determine most at risk populations Development of marketing concepts Focus group testing of marketing concepts with priority populations.

8 CAMPAIGN DEVELOPMENT- DATA REVIEW  Overall sleep-related death rates have remained relatively stable but have not declined.  Ohio rates are higher than the U.S.  Black infants are at disparately high risk for suffocation.  Most suffocation deaths occur within the first 3 months.  More than 2 out of 3 infant suffocations are sleep-related (68%); while 28% are other/unspecified.  Urban areas, small towns and south eastern Ohio have higher SUID rates. Source: ODH, Office of Vital Statistics

9 CAMPAIGN DEVELOPMENT- DATA REVIEW Safe Sleep Behaviors Among Ohio Mother - PRAMS Least likely to place their infants on their backs to sleep:*  Single  Less than 20 years old  Non-Hispanic black  Less than 12 years of education  Receiving Medicaid *Source: Ohio Pregnancy Risk Assessment Monitoring System, Center for Public Health Statistics and Informatics, ODH 2010

10 CAMPAIGN DEVELOPMENT- DATA REVIEW Child Fatality Review Findings  Leading cause of infant mortality after prematurity  819 sleep-related infant deaths  56% were boys  38% were African American  88% were to infants younger than 6 months, again pointing to those first months as being the most important

11 CAMPAIGN DEVELOPMENT- DATA REVIEW Child Fatality Review Sleep Environments  Only 23% (192) occurred in a crib or bassinette  60% (494) occurred in unsafe places: adult beds, sofas, chairs  58% (473) were sharing a sleep surface with another person ABCs of Safe Sleep Indicators  Of 819 sleep-related deaths, only 51 (6%) of reviews indicated the baby was placed Alone, On the Back, In a Crib or Bassinet

12 CAMPAIGN CONCEPT DEVELOPMENT CIAG Committee members reviewed existing campaigns from national, state and local levels Existing Campaigns:  National Back to Sleep change to Safe to Sleep released during process  ABCs approach – Alone. Back. Crib.

13 CAMPAIGN CONCEPT DEVELOPMENT Existing Campaigns:  Scare tactic approaches

14 CAMPAIGN DEVELOPMENT – FOCUS GROUPS Purpose: Assess ISS knowledge, attitudes and beliefs:  Knowledge about infant sleep related suffocations.  Knowledge of the data  Attitudes of their own risk  Knowledge about safe sleep practices.  Where learned safe sleep practices and belief of sources.  Personal sleeping practices for infant(s).  Barriers to compliance (if not in compliance with ABC’s of safe sleep).  Assess reaction to the draft marketing concepts

15 CAMPAIGN DEVELOPMENT – FOCUS GROUPS Demographic BreakdownLocation Female, Caucasian, pregnant or parent of infant, less than 25 years of age, 12 or less than 12 years of education (2 Focus Groups) Athens or Marietta Female, Non-Hispanic Black, 12 or less than 12 years education, Medicaid Recipient, unmarried. Cincinnati Cleveland Columbus Male, primarily Non-Hispanic Black, urban residents, caregiver of infant. Cleveland Cincinnati Caucasian, college-educated, pregnant or parent of infant, primarily, married or unmarried, less than 45 years of age. Cincinnati Columbus Female, primarily Non-Hispanic Black, other caregivers of young infants (i.e. grandparent, aunt, etc.). Cleveland Columbus Female, pregnant or parent of infant, Hispanic, 12 or less than 12 years education. (Spanish speaking) Cincinnati

16 MARKETING CAMPAIGN DEVELOPMENT – CONCEPTS

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20 CAMPAIGN – FOCUS GROUP KEY FINDINGS  Knowledge of ISS:  Most had heard most or all ISS recommendations at some point but not as the “ABC’s of safe sleep”.  Less than 30% of participants reported putting their infants to sleep per all the ABCs.

21 CAMPAIGN – FOCUS GROUP KEY FINDINGS  Barriers to ABCs:  Choking Concerns - Skeptical of back sleeping being safest  Warmth/Comfort - Bare Crib is “sterile” – needed a full- body sleep sack as bare arms/legs made baby appear cold  Safety/Bonding – Babies are safest with mom and bumper pads are important b/c they “protect baby”  Don’t tell me what to do!  Parents want the why of ABCs

22 CAMPAIGN – FOCUS GROUP KEY FINDINGS  Current Practice of Parents  Experience Counts  First-hand experience  “Bed Sharing Can be Done Safely”  “Baby is Safer with Me”  Trust Pediatrician vs. Mother’s instinct  Grandparents don’t bed share  No difference in perception safe sleep beliefs across SES, gender, race or generational divide

23 CAMPAIGN – FOCUS GROUP KEY FINDINGS  Feedback on Ad Concepts  Statistics Speak! “3 babies per week….”  Model Safe Environments – Show me a warm looking baby in a safe crib  Ohio Department of Health logo

24 Main Image Builds on onesie that started so many conversations Focus groups liked the simple message which interested them in the rest of the ad FIGHTING BARRIERS…

25 Barrier: Bed Sharing I My Crib 2 out of 3 babies who died while sleeping were sharing an adult bed, couch or chair – I have to sleep alone in my crib FIGHTING BARRIERS…

26 THIS SIDE UP…

27 Barrier: Choking Breathe Easy Babies who sleep on their backs are less likely to choke than those who sleep on their stomachs! FIGHTING BARRIERS…

28 Barrier: Warmth/Comfort/Bonding/Bumpers Safe and Sound This crib may look empty, but I’m warm and safe here. FIGHTING BARRIERS…

29 THE BABIES …

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32 MARKETING CAMPAIGN LAUNCH  Goal: Educate the target population (mothers 16-45, fathers and grandparents in high-rate infant mortality areas of Ohio i.e. Cleveland, Columbus, Cincinnati, Dayton, Youngstown, Akron, Toledo and SE Ohio) Mediums –  Television Ads  Interior Transit Ads  Bus wraps  Movie Theaters Ads  Web banner ads  Billboards  Radio Ads

33 TIMING AND MARKETING STRATEGY  Now! Through June 30, 2015  Cable PSA’s began airing 4/1  ODH planning a press release 4/8-4/15 to officially launch the campaign.  Saturation through multi-media layering; multiple flights

34 MARKETING CAMPAIGN LAUNCH Supporting Projects  Development of website for parents/caregivers (still under development)  Printing/Distribution of brochures, posters, etc.  Expansion/Support of Cribs for Kids in Ohio  Customized Survival Kits (~>3,800 over 2 years) with Ohio marketing materials, Charlie’s Kids books, sleep sacks, fitted crib sheets, pack n plays  CFK sites supported in 9 OEI cities

35 PARTNER PROJECTS  Ohio AAP Hospitalist & Primary Care QI Projects  Ohio Hospital Association Kits  ODH Safe Sleep Policy and video training  Senator Jones’ SIDS Awareness bill

36 FUTURE CIAG PROJECTS  Safe Sleep Awards for health care providers, retailers, state agency, etc.  Development of model policies for hospitals and other needed materials based on outcome of SB 276  Development of toolkits for reaching out to pediatricians, OB/GYNs, birthing educators, etc.

37 CONTACT INFORMATION  Christy Beeghly, MPH   614/ 


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