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:
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
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.
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
SUID RATES PER 100,000, OHIO AND U.S. 1999-2010* *Source: CDC WONDER Sleep-related Infant Death Rates have remained relatively stable in the U.S during the past decade. INFANT SLEEP-RELATED DEATHS
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 2016. 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
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
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.
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
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: 2006-08 Ohio Pregnancy Risk Assessment Monitoring System, Center for Public Health Statistics and Informatics, ODH 2010
CAMPAIGN DEVELOPMENT- DATA REVIEW 2007- 2011 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
CAMPAIGN DEVELOPMENT- DATA REVIEW 2007-2011 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
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.
CAMPAIGN CONCEPT DEVELOPMENT Existing Campaigns: Scare tactic approaches
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
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
MARKETING CAMPAIGN DEVELOPMENT – CONCEPTS
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.
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
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
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
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…
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…
THIS SIDE UP…
Barrier: Choking Breathe Easy Babies who sleep on their backs are less likely to choke than those who sleep on their stomachs! FIGHTING BARRIERS…
Barrier: Warmth/Comfort/Bonding/Bumpers Safe and Sound This crib may look empty, but I’m warm and safe here. FIGHTING BARRIERS…
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
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
MARKETING CAMPAIGN LAUNCH Supporting Projects Development of website for parents/caregivers www.safesleep.ohio.gov (still under development) www.safesleep.ohio.gov 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
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
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.