Building Strong Futures: The Feasibility of Using a Targeted Digital Media Campaign to Improve Knowledge About Pregnancy
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Building Strong Futures: The Feasibility of Using a Targeted Digital Media Campaign to Improve Knowledge About Pregnancy and Low Birthweight Among Black Women Erika Bonnevie1 · Sarah D. Rosenberg1 · Jaclyn Goldbarg1 · Atalie Ashley‑West2 · Joe Smyser1 Accepted: 7 November 2020 © Springer Science+Business Media, LLC, part of Springer Nature 2020
Abstract Objective Low birthweight is one of the main causes of poor health outcomes among newborns, with Black women having a disproportionately high prevalence. A digital intervention targeted Black women in Orange County, Florida with information on positive pregnancy-related knowledge and attitudes related to low birthweight. This paper reports on campaign methods for the first 2.5 years of implementation. Methods Campaign content was tailored toward Black women, around a reproductive empowerment lens. Content focused on emphasizing healthy pregnancy-related behaviors and creating positive representations of Black women throughout the various stages of pregnancy through both static images and a web series. Digital metrics gauged campaign engagement. Three cross-sectional online surveys conducted in the intervention county examined Black women’s pregnancy-related knowledge, attitudes, and behaviors. Results After two years of campaign implementation, social media accounts showed 1784 followers. While Facebook showed more average monthly impressions, Instagram showed more average monthly engagements. Survey results showed some increases in knowledge about prenatal care, weight gain, exercise, and the health impacts of low birthweight. Conclusions for Practice This study highlights the potential for a culturally-appropriate digital intervention to promote positive pregnancy outcomes among at-risk women. Digital interventions offer a potential way to achieve positive pregnancyrelated behavior changes on a larger scale. This may be particularly important given that the COVID-19 pandemic may be changing the ways that pregnant women access information. Studies should examine the impact and feasibility of using culturally-appropriate digital interventions that directly address Black women and their specific experiences during pregnancy. Keywords Maternal health · Media campaigns · Low birthweight · Health disparities
Significance Statement Low birthweight is a health problem with clear racial and ethnic disparities, disproportionately affecting Black women. This present paper reports on the implementation of a tailored low birthweight campaign, delivered to Black women in Orange County, Florida from 2018-2020. The intervention was designed to address positive pregnancy-related * Erika Bonnevie [email protected] 1
The Public Good Projects, 33 Irving Pl, Third Floor, New York, NY 10003, USA
Orange County Government, 6101 Lake Ellenor Dr., Orlando, FL 32809, USA
2
knowledge and attitudes related to low birthweight. Results suggest that a targeted and culturally appropriate digital intervention is feasible, and offers an innovative approach to
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