Planning Pennsylvanias Perinatal Depression Public Awareness Campaign

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Planning Pennsylvanias Perinatal Depression
Public Awareness Campaign

• Sarah Gibbons
• Senior Public Affairs Associate
• Family Planning Council, Philadelphia, PA
• On Behalf Of
• Pennsylvania Perinatal Partnership (PPP)
• SarahL_at_familyplanning.org

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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 babys health

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Pennsylvania Perinatal Partnership (PPP)

• Aims to improve perinatal health
• outcomes in Pennsylvania through
• Collaboration
• Intervention
• Joint strategies
• Advocacy

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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 Council
• Maternity Care Coalition-
• MCH organization in
  Southeastern PA

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Project Goals

• Increase screening
• Improve access to care and care coordination
• Raise public awareness and consumer knowledge
• Advocate for systems changes

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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

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Methods

• 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?

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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

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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

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Publicly Funded Perinatal Depression Campaigns

• Arkansas
• Connecticut
• Illinois
• Indiana
• Maryland
• Massachusetts
• District of Columbia

• Nebraska
• New Jersey
• New York
• Texas
• Virginia
• Washington

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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

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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

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Target Audience

• General public
• Pregnant women and new mothers
• Health care providers (MCH providers, OB/GYNs,
  hospital personnel, pediatricians, nurse
  midwives, etc.)

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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

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Message Trends

• Somethings not right.
• Youre not alone.
• Speak up when youre down.
• Being a mother is a hard job. Its okay to ask
  for help.

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Normalizing Perinatal DepressionA 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

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Main Lessons Learned

• Although this issue is common, many women do not
  seek help or treatment due to
• Lack of awareness
• Stigma attached to mental health issues
• A balance needs to be in place between increasing
  the provider infrastructure and the launch of a
  public awareness campaign

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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

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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

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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 speakers bureau

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Moving ForwardYear 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

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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