Addressing Maternal Mental Health in Colorado Public Awareness Campaign Pregnancy-related Depression & Anxiety Lauren Bardin, MPH Maternal Health Specialist Maternal Wellness Early Childhood Unit 1
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Addressing Maternal Mental Health
in Colorado
Public Awareness Campaign
Pregnancy-related Depression & Anxiety
Lauren Bardin, MPH
Maternal Health Specialist
Maternal Wellness Early Childhood Unit
1
MCH PRIORITY
Pregnancy-Related Depression
(PRD)
Overarching Goal:
Reduce stigma associated with
maternal mental health throughout
Colorado to increase the number of
women identified with PRD who seek
treatment.
Most common complication of
pregnancy
Affects more than 1 in 10
Colorado mothers
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Percent of mothers reporting that a doctor, nurse, or other healthcare worker
talked with them about what to do if they felt depressed during pregnancy or
after delivery, CO PRAMS 2010-2014
In 2015, 13.3% of women indicated that, in the past 12 months, there
was a time they did not get needed counseling health services. Of
these women….
Uncomfortable talking with a health professional about personal problems48.4%
35.4% Concerned about what would happen if someone found out they had a problem
Colorado Health Access Survey (CHAS), 2015
STIGMA AS A BARRIER
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CAMPAIGN OVERVIEW
Goals:● Improve the awareness and knowledge of pregnancy-related depression (PRD) and anxiety among
pregnant and postpartum women and their informal support networks.
● Improve women’s perceptions and attitudes toward help-seeking for PRD.
Outcomes:● Increased number of women seeking and receiving information, referral and treatment;
● Increased understanding and awareness by affected women’s informal support networks;
● Increased media coverage of PRD and internal/external web traffic; and
● Feedback from partners on campaign reach, effectiveness, materials and resources.
Piloted campaign from October 2016 to January 2017
Revisions made based on performance & feedback
Campaign re-launched April 3, 2017
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CAMPAIGN TACTICS, STRATEGIES & CHANNELS
Paid MediaFacebook & digital advertisements, influencer marketing (online communities, forums, blogs, etc…)
Earned MediaPress release, media pitches (TV, radio, print, online), spokesmoms & spokesdads
Owned MediaState/local/partner social media accounts & websites, newsletters, PSI Colorado, local public health
agencies communication channels
Partner ExtensionPresentations, materials distribution (electronic and print)
Landing Page/Call-to-ActionPostpartum Support International: www.postpartum.net/colorado,
Warm Line (bilingual): 1-800-944-4773
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Reached more than 8.6 million Colorado residents
Males and females engaged equally with ads; no
identifiable variances in engagement by ethnicity
Colorado had the most visitors to landing page in the country
Most engagement with ads during the evenings and on
weekends
Top domains…
KEY HIGHLIGHTS TO DATE
• Thebump.com
• Itunes.apple.com
• Sportingz.com
• Answers.com
• Tomorrowoman.com
• Marthastewart.com
• CBSlocal.com
• Hellogiggles.com
• History.com
• Livestrong.com
• Evite.com
• Women.com
• Definition.org
• USAtoday.com
CAMPAIGN IMPLEMENTATION – Paid Media example
Blog:
● 456 views
● 44 click-throughs to
landing page
● Banner ad
impressions: -
~26,000
(leader/primar
each)
Social media posting
(Facebook, Twitter,
Instagram)
23,540 impressions
429 reactions (likes,
comments, shares)
Blogs (2):
● 88 click-throughs to landing page
Newsletter:
● ~3,500 subscribers
● Banner ad impressions: ~92,000
(leaderboard), ~45,000 (mobile)
Mile High Mamas Denver Metro Moms
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Press release (CDPHE Office of Communications)
● 80+ media outlets (TV, radio, print, online)
Spokesmoms & dads
Media story pitchesColorado Community Media
Highlands Ranch story
CBS 4 Denver (Feb. 2017): http://denver.cbslocal.com/2017/02/08/new-moms-get-help-dealing-with-
pregnancy-related-depress/
CAMPAIGN IMPLEMENTATION - Earned Media example
CBS4 Health Specialist Kathy Walsh interviews
Erin Kenworthy (credit: CBS)
“At the beginning, I was just extremely happy,”
said Erin Kenworthy. But Erin struggled with
breastfeeding, exhaustion and the constant care.
“And I kept telling myself that this is hard, but I
should be able to do this...”
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Social Media PRD Webpage(https://www.colorado.govcdphe/pregnancy-
related-depression)
● 849 total visits
● 488 unique visits
● 297 clicks (fact sheets most
clicked)
CAMPAIGN IMPLEMENTATION – Owned Media example
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PARTNER TOOLKIThttps://www.colorado.gov/cdphe/pregnancy-related-depression
● Social media images/content
● Posters
● Flyers
● Business cards
● Talking points
● Toolkit guide
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PARTNER TOOLKIT, Resource Guidehttps://www.colorado.gov/cdphe/pregnancy-related-depression
Marketing firm
Merritt+Grace are also
available to provide free
technical assistance:[email protected]
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