DC Department Of Health Infant Mortality Campaign

646 views

Published on

Successes of second year of infant mortality campaign.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
646
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

DC Department Of Health Infant Mortality Campaign

  1. 1. Infant Mortality Social Marketing and Public Information Campaign Update--Year II
  2. 2. <ul><li>Campaign Strategy </li></ul><ul><li>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. </li></ul>
  3. 3. <ul><li>Year II Objectives </li></ul><ul><ul><li>Objective 1: Build a multi-sector partnership that increases awareness, provides resources, and disseminates materials </li></ul></ul><ul><ul><li>Objective 2: Create a new I am a Healthy DC Baby identity with consistent branding that is easily recognized by partners and the community </li></ul></ul>
  4. 4. <ul><li>Quick View of Year II Deliverable Success </li></ul><ul><li>Objective 1: A multi-sector partnership that increases awareness, provides resources, and disseminates materials </li></ul><ul><ul><li>Re-engaged 16 partners in the African American community and 6 partners in the Latino community </li></ul></ul><ul><ul><li>Recruited 26 new partners in the African American community and 16 new partners in the Latino Community </li></ul></ul>
  5. 5. African American Partner Type Re-engaged partners = 16 New partners = 26
  6. 6. Hispanic Partner Type Re-engaged partners = 5 New partners = 16
  7. 7. <ul><ul><li>In-Community Presence </li></ul></ul>
  8. 8. <ul><li>Objective 2: Create a new I am a Healthy DC Baby identity with consistent branding that is easily recognized by partners and the community </li></ul><ul><ul><li>Creating an identity for the new campaign </li></ul></ul><ul><ul><li>Surveying the images at the DC Baby Shower, May 2010 </li></ul></ul><ul><ul><li>Launching strategy, that would include partners, members of the community, and the media </li></ul></ul>
  9. 9. <ul><ul><li>Objective 2: Create the DC Baby brand identity </li></ul></ul><ul><ul><li>Pre-tested messages for I am a Healthy DC Baby </li></ul></ul><ul><ul><li>Messages </li></ul></ul><ul><ul><li>“ I have my daily needs met” </li></ul></ul><ul><ul><li>“ I am fed healthy foods” </li></ul></ul><ul><ul><li>“ I get scheduled health check-ups” </li></ul></ul><ul><ul><li>“ I am safe where I sleep and play” </li></ul></ul><ul><ul><li>  </li></ul></ul>
  10. 10. <ul><ul><li>Objective 2: Create the DC Baby brand identity </li></ul></ul>
  11. 11. <ul><li>Objective 2: Create the DC Baby brand identity </li></ul><ul><li>Develop I Am A Healthy DC Baby materials for existing tool kit </li></ul><ul><ul><li>Healthy DC Baby poster in English and Spanish </li></ul></ul><ul><ul><li>Healthy DC Baby web banner in English and Spanish </li></ul></ul><ul><ul><li>Healthy DC Baby bib for new mothers </li></ul></ul><ul><ul><li>Healthy DC Baby counter display sign with tear off sheet in English and Spanish </li></ul></ul>
  12. 12. <ul><ul><li>Objective 2: Create the DC Baby brand identity </li></ul></ul><ul><ul><ul><li>Launch strategy included the following: </li></ul></ul></ul><ul><ul><ul><li>Collateral to create imprint of new DC Baby brand </li></ul></ul></ul><ul><ul><ul><li>Development of radio, transit, and cinema PSA </li></ul></ul></ul><ul><ul><ul><li>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 </li></ul></ul></ul><ul><ul><ul><li>Purchased media during Infant Mortality Awareness Month </li></ul></ul></ul><ul><ul><ul><li>Earned media with event coverage and interviews on three media outlets </li></ul></ul></ul><ul><ul><ul><li>Social media strategy to broaden reach </li></ul></ul></ul><ul><ul><ul><li>Continued partnership engagement to disseminate new materials </li></ul></ul></ul>
  13. 17. Cinema Ads
  14. 19. MOM Mobile Wrap
  15. 20. Mary DiMaggio Project Director J. Carlos Velazquez, MA Director of Community Outreach HMA Associates, Inc.

×