Why the Last Weeks of Pregnancy Count: Consumer Campaign Florida Chapter March of Dimes and Florida Association of Healthy Start Coalitions

FL Consumer Education Campaign  Developed in response to March of Dimes RFP  Goal: To increase consumer knowledge about the importance of the last week’s of pregnancy and their contribution to infant health and development.  Cooperative agreement implemented over three-years.

Campaign Components  Utilize existing MOD’s “39 Weeks/Healthy Babies are Worth the Wait” materials launched nationally June 2011  Develop original material for disparate populations (Hispanics, fathers)  Coordinate campaign activities with the Florida Perinatal Quality Initiative and a parallel provider education program by the Chiles Center at USF  Partner with Florida DOH, major state insurers and experienced social marketing firms  External evaluation

Print Media Web Banner Ad Consumer Website: marchofdimes.com/39weeks MOD Healthy Babies are Worth the Wait National Campaign

New Campaign Materials 2012

Priority Coalitions  Healthy Start Coalition of Miami-Dade  Broward Healthy Start Coalition  Children’s Services Council of Palm Beach County  Healthy Start Coalition of Southwest Florida  Healthy Start Coalition of Hillsborough County  Healthy Start Coalition of Sarasota County  Healthy Start Coalition of Santa Rosa County  Healthy Start of Orange County (NEW!)  Responsibilities:  Participate in and help coordinate “Prematurity Awareness Day” activities  Aid in the collection of pre- and post-test survey data in priority counties  Aid in planning, organization, and logistics of focus groups in priority counties

Responsibilities of all Coalitions  Promote the FAHSC 39 weeks website and overall campaign  Participate in pre- and post-training data collection (survey)  Facilitate and participate in educational trainings for staff, MomCare, case managers, other partner service providers

Current Activities  Baseline survey completed!  Information collected on consumer knowledge, beliefs, behavior pre- campaign.  Website!  (Consumer & Provider page)  Link from FAHSC, local Coalition websites  Blog, other social media strategies  Movie Theater Advertisements  Childbirth education curriculum  Supplement to FOCEP curriculum, CBE training  Continuing Education Training for Health Care Professionals  Focus groups (Hispanics, fathers)

Baseline Survey  Survey developed with state and national expert input.  Sample determined for each of seven counties based on race/ethnicity and insurance status (insured vs. public or no insurance).  Eligible respondents: pregnant or baby <18 months.  276 surveys completed.  43% between years old.  One-third no college, one-third some college, one-third BA/BS  86% lived with partner or another adult  About half of pregnant women were between wks; 78% of those with children delivered between weeks

When are babies full-term?

When is it safe to deliver?

What consumers think... Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree The best delivery plan for a pregnant mom and her baby is to wait for labor to begin on its own In the last 3-4 weeks of pregnancy, a baby is already fully developed and is just getting bigger Some doctors and hospitals encourage inducing labor for scheduling convenience Some doctors and hospitals encourage C-sections and inducing labor to reduce malpractice lawsuits If a pregnancy is healthy, there is nothing wrong with parents planning an induced delivery with their doctor to have their baby at a certain day and time Even if your pregnancy has no medical complications, having a baby by C-section has many benefits

Not all consumers are alike...  Racial differences (Blacks strongest, Whites lowest)  In the last 3-4 weeks of pregnancy, a baby is already fully developed and just getting bigger (p<.0001).  If a pregnancy is healthy, there is nothing wrong with parents planning an induced delivery with their doctor...(p=.067)  Pregnant vs. Recently delivered (<18 months)  In the last 3-4 weeks of pregnancy, a baby is...just getting bigger (p=.018)  Insurance status (women w/o private insurance more likely)  In last 3- 4 weeks... (p=.0001).  Even if pregnancy has no complications, having a baby by C- section has many benefits (p=.067)

Was option of scheduled induction or C- section offered?  19% of pregnant women  49% of new mothers (baby <18 mos)  White women reported being offered option 58.2% of time, Hispanic women 47.7% and Black women 41.4%  Insured women more likely to report being offered option than uninsured or publicly insured women (57% vs. 35.7%)

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