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Planning Pennsylvania’s Perinatal Depression Public Awareness Campaign
Sarah GibbonsSenior Public Affairs Associate
Family Planning Council, Philadelphia, PA On Behalf Of
Pennsylvania Perinatal Partnership (PPP)[email protected]
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 CouncilMaternity 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 $25,000-4.5 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 TwoCampaign 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