Healthy Life, Healthy Baby, Healthy Me: Promoting Positive Reproductive Health Outcomes: A Communication Campaign Plan to Combat Adverse Birth Outcomes among Higher Socioeconomic Status African American Women Público
Farris, Kimberly (2014)
Abstract
Racial disparities in birth outcomes, including pre-term delivery, low birth weight, and infant mortality continue to be a serious reproductive health issue. In the general population, African American women have disproportionately higher rates of pre-term and low birth weight deliveries than women from other racial/ethnic groups. Previous studies also show that African American women with higher levels of education and income are more likely than poorer, less-educated African American women and women from other racial categories to experience adverse birth outcomes. Thus, upward socioeconomic mobility apparently does not contribute to improved birth outcomes for this population. Traditionally, public health programs and policies have targeted women of color in lower income groups; however, the literature suggests that all vulnerable population subgroups must be targeted, including those from higher SES backgrounds. The poorly understood need and continuous poor birth outcomes provides an opportunity to begin addressing this issue with multiple strategies that will contribute to change with activities addressing education, policy, and environment issues for the target audience of African American women and other stakeholders, including physicians, reproductive health professionals and organizations, along with researchers and policymakers.
Thus, the focus of this campaign is to inform target audiences of risk factors related to adverse birth outcomes and to persuade the audiences to facilitate change in attitudes and behaviors. The goals of this proposed communication plan are to increase awareness and knowledge of risk factors for adverse birth outcomes among African American women; instill the importance of proactive self-care in reproductive healthcare; and, encourage support among peers with shared experiences as a means of celebrating positive outcomes. Additional areas of importance include determining education needs and outlining ethical and cultural considerations as it relates to the development and implementation of campaign tools. Behavior change objectives for each audience type are based on the life course model and ecological approach. The campaign approach, specifically social marketing and media advocacy is thoroughly described. Finally, the role of policy, strategy for change and the evaluation plan is also discussed.
Table of Contents
Table of Contents
CHAPTER ONE: INTRODUCTION........... 4
Introduction....... 4
Purpose Statement....... 6
Education Needs....... 10
Ethical Considerations....... 11
The Targeting Dilemma.... 12
The Labeling Dilemma.... 14
The Privileging Dilemma.... 15
The Promises Dilemma.... 17
Cultural Considerations....... 17
CHAPTER TWO: COMMUNICATION CAMPAIGN PRINCIPLES........... 26
Campaign Approach....... 27
Social Marketing and Behavior Change Objectives....... 36
CHAPTER THREE: MESSAGE STRATEGIES........... 41
Message Strategies....... 41
Developing the Right Message.... 42
Determining the Appropriate Channel Mix.... 46
Interpersonal Communication.... 49
Print Media.... 50
Mass Media and Media Advocacy.... 52
Engaging Prominent Spokespersons.... 53
Developing Key Partnerships....... 54
Reproductive Health Organizations.... 56
CHAPTER FOUR: THE ROLE OF POLICY........... 57
The Role of Policy....... 57
Analysis of Options....... 60
Implementation of Health Promotion Efforts.... 60
Development of Maternal Risk Screening Programs.... 61
Expansion of Funding for Research.... 62
Strategy for Change....... 63
CHAPTER FIVE: EVALUATION........... 65
Evaluation....... 65
Gathering Credible Evidence.... 69
Justifying Conclusions.... 70
Ensure Use and Share Lessons.... 70
About this Master's Thesis
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