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)SarahL@familyplanning.org

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