DC Department Of Health Infant Mortality Campaign

Infant Mortality Social Marketing and Public

Information Campaign Update--Year II

Campaign Strategy

Goal: Increase awareness of infant mortality in the District among women of child bearing age to promote enrollment into early prenatal care and healthy pregnancy outcomes.

Year II Objectives

Objective 1: Build a multi-sector partnership that increases awareness, provides resources, and disseminates materials

Objective 2: Create a new I am a Healthy DC Baby identity with consistent branding that is easily recognized by partners and the community

Quick View of Year II Deliverable Success

Objective 1: A multi-sector partnership that increases awareness, provides resources, and disseminates materials

– Re-engaged 16 partners in the African American community and 6 partners in the Latino community

– Recruited 26 new partners in the African American community and 16 new partners in the Latino Community

CBO26%

Faith15%

Business13%

Health41%

Media5%

African American Partner Type

Re-engaged partners = 16

New partners = 26

CBO22%

Faith13%

Business35%

Clinic13%

Media17%

Hispanic Partner TypeRe-engaged partners = 5

New partners = 16

In-Community Presence

Objective 2: Create a new I am a Healthy DC Baby identity with consistent branding that is easily recognized by partners and the community

– Creating an identity for the new campaign– Surveying the images at the DC Baby Shower, May 2010– Launching strategy, that would include partners, members of the

community, and the media

Objective 2: Create the DC Baby brand identity

Pre-tested messages for I am a Healthy DC Baby

Messages –“I have my daily needs met”–“I am fed healthy foods”–“I get scheduled health check-ups”–“I am safe where I sleep and play”

Objective 2: Create the DC Baby brand identity

Objective 2: Create the DC Baby brand identity

Develop I Am A Healthy DC Baby materials for existing tool kit

– Healthy DC Baby poster in English and Spanish– Healthy DC Baby web banner in English and Spanish– Healthy DC Baby bib for new mothers– Healthy DC Baby counter display sign with tear off sheet in

English and Spanish

Objective 2: Create the DC Baby brand identity

Launch strategy included the following:

– Collateral to create imprint of new DC Baby brand

– Development of radio, transit, and cinema PSA

– Special community event which featured a panel of health professionals, a screening of a clip from “Crisis in the Crib,” and guest moderator, Rane from WPGC

– Purchased media during Infant Mortality Awareness Month

– Earned media with event coverage and interviews on three media outlets

– Social media strategy to broaden reach

– Continued partnership engagement to disseminate new materials

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MOM Mobile Wrap

Mary DiMaggioProject Director

J. Carlos Velazquez, MADirector of Community Outreach

HMA Associates, Inc.