Planning Pennsylvania’s Perinatal Depression Public Awareness Campaign Sarah Gibbons Senior Public Affairs Associate Family Planning Council, Philadelphia, PA On Behalf Of Pennsylvania Perinatal Partnership (PPP)

Background:  Perinatal depression is the #1 complication of childbirth  Affects as many as 1 in 7 pregnant women and new mothers  In Pennsylvania, more than 20,000 mothers may experience depression either during pregnancy or postpartum each year  If left untreated, this will affect both the woman and her baby’s health

Pennsylvania Perinatal Partnership (PPP): Aims to improve perinatal health outcomes in Pennsylvania through:  Collaboration  Intervention  Joint strategies  Advocacy

Pennsylvania Perinatal Depression Project: Year One  Statewide initiative implemented in January 2006  Funded by PA Department of Health  A Program of the Pennsylvania Perinatal Partnership (PPP) in collaboration with:  Family Planning Council  Maternity Care Coalition- MCH organization in Southeastern PA

Project Goals: 1. Increase screening 2. Improve access to care and care coordination 3. Raise public awareness and consumer knowledge 4. Advocate for systems changes

Public Awareness Campaign Objectives:  Research public awareness campaigns in other states and regions of the United States  Develop a plan and cost for an effective campaign in Pennsylvania

Methods: 1. Conducted an analysis on pregnancy and new parent magazines and Internet sites:  How do they communicate with pregnant women and new mothers?  Is perinatal depression addressed?

Methods: 2. Examined information and resources specific to Pennsylvania:  Explored cross-cultural, ethnic, and regional differences  Identified most common languages spoken  Located media venues  Researched demographic information  Located current resources available to pregnant women, new mothers, and their families

Methods: 3. Searched for states that have launched their own perinatal depression public awareness campaign:  Identified 13 publicly funded public awareness campaigns  Discovered “lessons learned” and gathered recommendations for key components needed in order to launch a successful campaign

Publicly Funded Perinatal Depression Campaigns: Arkansas Connecticut Illinois Indiana Maryland Massachusetts District of Columbia Nebraska New Jersey New York Texas Virginia Washington

Elements Researched:  Funding sources  Cost  Duration  Managing partners  Geographical regions  Development of materials  Target audience  Goals  Evaluation process  Outcomes  Main form of distribution  Campaign materials and message  Hotline information  Common themes  Creative or innovative elements

Funding Sources:  Human Services and Resources Administration (HRSA) grants  State funded initiatives  Funding levels ranged from $25, million (Washington-New Jersey)  Most states also utilized in-kind contributions, such as staff support for hotline services or airtime for TV ads

Target Audience:  General public  Pregnant women and new mothers  Health care providers (MCH providers, OB/GYNs, hospital personnel, pediatricians, nurse midwives, etc.)

General Trends:  Reached low-literacy and multi-lingual populations  Targeted pregnant women, new mothers and their support systems  Developed in house or through a marketing firm  Most were launched statewide

Message Trends:  Something’s not right.  You’re not alone.  Speak up when you’re down.  Being a mother is a hard job. It’s okay to ask for help.

Normalizing Perinatal Depression: A Common Occurrence  Framed PD as a complication of pregnancy or childbirth and not as a mental health issue  Integrated message in established MCH resources  Utilized the same message in traditional and non-traditional venues  Listed an established hotline number  Provided a referral or resource list  Created a website or added perinatal depression information to an existing site

Main Lessons Learned: 1. Although this issue is common, many women do not seek help or treatment due to:  Lack of awareness  Stigma attached to mental health issues 2. A balance needs to be in place between increasing the provider infrastructure and the launch of a public awareness campaign

Moving Forward: Year Two Campaign Development: Message Should:  Increase awareness  Reduce stigma  Be upbeat & helpful  Depict PD as a common occurrence  Be simple and direct  Adapt other states’ materials  Be an easy read  Consider PA demographics  Be multi-lingual  Be comprehensive  Include information specifically for fathers and families

Distribution:  Established MCH mailings  Non-traditional settings  If resources are limited, consider counties with high birth rates, high incidences of low birth weight and high risk pregnancies  Delivery Systems:  Explore innovative delivery methods  Utilize free media outlets  Ensure that all regions of the state are reached  Identify most effective systems to address target audience

Other Resources:  Use an existing toll-free hotline  Develop a website or web page with:  Timely and accurate information  A self-screening tool  Submit press releases statewide in response to new and timely information  Form a speaker’s bureau

Moving Forward:Year Three (?)  The campaign will be launched statewide if:  Funding is secured  Year two goals are achieved  MCH and mental health providers have developed more perinatal depression services statewide  Professional education and screening is established as a standard of care  Service gaps are addressed and access to care is increased  System changes are recognized as a priority

Special Thanks To:  PA Department of Health-Bureau of Family Health  Maternity Care Coalition (PA)  Family Planning Council (PA)  American College of Obstetricians and Gynecologists  Health Resources and Services Administration  Pennsylvania Mental Health Association  Children and Adolescent Service System Program (PA)  Texas Department of Health  Nebraska Department of Health and Human Services  Virginia Department of Health  Indiana Perinatal Network  New York Department of Health  Massachusetts Perinatal Connections Project  Connecticut Department of Health  New Jersey Department of Health and Senior Services  Maryland Department of Health and Mental Hygiene  Mental Health Association of Maryland  University of Illinois