Using social marketing to increase awareness of the African American infant mortality disparity.

BACKGROUND: African American infants in San Francisco suffer a mortality rate two to three times higher than Whites, yet prior discussion groups with African American residents suggested they were unaware of this disparity. METHODS: Social marketing techniques were used to develop and implement three campaigns to increase awareness. The campaign themes were (1) infant mortality disparities, (2) proper infant sleep position, and (3) taking action to reduce disparities. Mediums to carry messages included bus ads, radio ads, church fans, and posters and cards distributed at clinics, daycares, agency waiting rooms, and community organizations. Campaign effectiveness was evaluated using telephone surveys of African Americans. RESULTS: Almost 62% report some exposure to Campaign 1, 48.5% to Campaign 2, and 48.9% to Campaign 3. Chi-square analyses reveal a statistically ignificant increase in awareness of the disparity (39.6% vs. 62.7%, p < .0005, odds ratio [OR] = 2.5, confidence interval [CI] = 2.1-3.2). Although there was no overall significant increase in knowledge about proper sleep position, respondents who report any exposure to this campaign are more likely to know about sleep position (70.7% vs. 63.8%, p < .0001, OR = 2.2, CI = 1.6-3.2). CONCLUSIONS: Social marketing is an effective tool to increase disparity awareness, especially among groups disproportionately affected by the disparity.

African American's awareness of disparities in infant mortality rates and sudden infant death syndrome risks.

UNLABELLED: African American infant mortality rates (IMR) in San Francisco have remained 2.5 to three times those of Whites for over 20 years. METHODS: A 69-item telephone survey of African American residents in four neighborhoods with the most African American births assessed awareness of IMR disparities, associated risks, and social capital. RESULTS: Of the 804 respondents, 57% were not aware of the IMR disparity. Higher levels of awareness occurred in those volunteering (OR 1.5, CI 1.1-2.0), participating in efforts to benefit the African American community (OR 1.8, CI 1.3-2.4), sensing that they belonged in their neighborhood (OR 1.7, CI 1.2-2.3), and being aware of a local African American-led initiative to improve infant health (OR 2.3, CI 1.7-3.9). Lack of awareness can be a barrier to a population's engagement in improving its overall health. CONCLUSION: Lack of awareness of IMR disparities and risk factors exists in the San Francisco African American population and is related to less social capital. Improving awareness is a prerequisite for implementing community level interventions.

Evaluating a program to build data capacity for core public health functions in local maternal child and adolescent health programs in california.

OBJECTIVES: To improve local Maternal and Child Health programs' capacity to collect and analyze data to support core public health functions, the California Maternal and Child Health Branch (CAMCHB) and the University of California San Francisco Family Health Outcomes project (FHOP) entered into a cooperative agreement. FHOP utilizes a 6-pronged strategy: face-to-face training, telephone technical assistance, on-site consultation, development of automated analytic tools, development of written guidelines, and web dissemination of data and materials. We evaluated the acceptability and effectiveness of these approaches. METHODS: Local Health Jurisdiction (LHJ) staff completed a self-administered questionnaire on use of and satisfaction with FHOP's services. A 34-item assessment tool was used to independently evaluate each 5-year community assessment plan submitted by LHJs to the CAMCHB. Administrative data on the use of FHOP's service was also considered. Correlational analyses were done to determine if use of FHOP services and materials was related to more adequate plans. RESULTS: LHJs with higher overall adequacy scores on their plans had an overall higher level of use of FHOP's products and services. LHJs with higher adequacy scores reported calling FHOP for technical assistance more frequently, using FHOP's book - "Developing an Effective Planning Process: A Guide for Local MCH Programs," and using FHOP's automated tools including EpiBC, an EpiINFO based program for birth certificate analysis, and Microsoft Excel data analysis templates. CONCLUSION: This 6-pronged strategy is well utilized and accepted by local MCH staff and appears to have some degree of association with better quality of local MCH plan documents.