September 30, 2022



Elevating Consciousness of Toddler Mortality Disparities in San Francisco

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In San Francisco, African American infants undergo a mortality price 2 to three occasions greater than white infants. In an try to handle this disparity, the San Francisco Public Well being Division (SFDPH) partnered with neighborhood based mostly organizations and the Household Well being Outcomes Mission on the College of California, San Francisco, and, with funding from the Facilities for Illness Management REACH 2010 initiative, created the Seven Ideas Mission. The venture included a social advertising marketing campaign aimed toward (1) elevating consciousness of the hole 48 HEALTH COMMUNICATION: FROM THEORY TO PRACTICE Schiavo.c02 2/19/07 1:30 PM Web page 48 in toddler mortality charges amongst African People who reside in San Francisco; (2) growing data of particular practices and danger elements which have been related to greater incidence of sudden toddler dying syndrome (SIDS); and (3) encouraging households to take motion.


Working along with African American residents and utilizing focus teams to safe program suggestions, the Seven Ideas Mission developed three multi-media campaigns. The three campaigns all used the identical media to disseminate info. These included advertorials on buses and at bus stops within the neighborhoods the place the vast majority of African People reside, posters, playing cards, brochures, handouts, church followers, and radio public service bulletins on radio stations which can be well-liked with the African American neighborhood. Essential messages included: (1) Black infants die at twice the speed of all infants in San Francisco; (2) To scale back the prospect of SIDS, infants sleep greatest on their backs: and (3) STOP Black Infants from dying—take motion. The marketing campaign additionally supplied a phone quantity that folks may name to become involved with the venture.

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A follow-up phone survey carried out with 654 African People indicated substantial neighborhood publicity to the notice CURRENT HEALTH COMMUNICATION THEORIES AND ISSUES 49 Schiavo.c02 2/19/07 1:30 PM Web page 49 marketing campaign. . . . It additionally revealed a statistically vital enhance in consciousness in regards to the present disparity in toddler mortality when in comparison with the information collected previous to the marketing campaign (62.7% of respondents who participated within the post-survey have been conscious of the disparity versus solely 39.6% of respondents within the pre-campaign survey). Whereas there was no general vital enhance (70.4% vs. 71.7%) in data about correct sleep positions to forestall SIDS, respondents who reported any publicity to this marketing campaign have been extra more likely to learn about correct sleep positions (79.7% vs. 64.3%)

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