Planning Pennsylvania s Perinatal Depression Public Awareness Campaign Sarah

Planning Pennsylvania’s Perinatal Depression Public Awareness Campaign Sarah Gibbons Senior Public Affairs Associate Family Planning Council, Philadelphia, PA On Behalf Of Pennsylvania Perinatal Partnership (PPP) Sarah. L@familyplanning. org

Background: Ø Ø 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: Ø Ø Collaboration Intervention Joint strategies Advocacy

Pennsylvania Perinatal Depression Project: Year One Ø Ø Ø Statewide initiative implemented in January 2006 Funded by PA Department of Health A Program of the Pennsylvania Perinatal Partnership (PPP) in collaboration with: Ø Family Planning Council Ø Maternity Care Coalition. MCH organization in Southeastern PA

Project Goals: 1. 2. 3. 4. Increase screening Improve access to care and care coordination Raise public awareness and consumer knowledge Advocate for systems changes

Public Awareness Campaign Objectives: Ø Research public awareness campaigns in other states and regions of the United States Ø 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: Ø Ø How do they communicate with pregnant women and new mothers? Is perinatal depression addressed?

Methods: 2. Examined information and resources specific to Pennsylvania: Ø Ø Ø 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: Ø Ø 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: Ø Ø Ø Ø Funding sources Cost Duration Managing partners Geographical regions Development of materials Target audience Goals Ø Ø Ø Ø Evaluation process Outcomes Main form of distribution Campaign materials and message Hotline information Common themes Creative or innovative elements

Funding Sources: Ø Ø Ø Human Services and Resources Administration (HRSA) grants State funded initiatives Funding levels ranged from $25, 000 -4. 5 million (Washington-New Jersey) Ø Most states also utilized in-kind contributions, such as staff support for hotline services or airtime for TV ads

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

General Trends: Ø Reached low-literacy and multi-lingual populations Ø Targeted pregnant women, new mothers and their support systems Ø Developed in house or through a marketing firm Ø Most were launched statewide

Message Trends: Ø Ø 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 Ø Framed PD as a complication of pregnancy or childbirth and not as a mental health issue Integrated message in established MCH resources Ø Utilized the same message in traditional and non-traditional venues Ø Listed an established hotline number Ø Provided a referral or resource list Ø Created a website or added perinatal depression information to an existing site Ø

Main Lessons Learned: 1. Although this issue is common, many women do not seek help or treatment due to: Ø Ø 2. 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

Moving Forward: Year Two Campaign Development: Message Should: Ø Increase awareness Ø Reduce stigma Ø Be upbeat & helpful Ø Depict PD as a common occurrence Ø Be simple and direct Ø Adapt other states’ materials Ø Ø Ø Be an easy read Consider PA demographics Be multi-lingual Be comprehensive Include information specifically for fathers and families

Distribution: Ø Ø Ø 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 Ø Delivery Systems: Ø Ø 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: Ø Ø Use an existing toll-free hotline Develop a website or web page with: Ø Ø 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 (? ) Ø The campaign will be launched statewide if: Ø Ø Ø 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 Ø Service gaps are addressed and access to care is increased Ø System changes are recognized as a priority Ø

Special Thanks To: Ø Ø Ø Ø Ø 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 Ø Ø Ø Ø Ø 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