Black Infant Health

Community Council

Grassroots Social Marketing Campaign

Community Foundation – Young Philanthropists

Northeast Florida Healthy Start Coalition,

Inc.

Social Marketing Project

• Identified as need by front-line community staff (Magnolia, Azalea, HOTLL Projects)

• Staff develops plan to raise awareness in community most impacted by IM

• JCCI Infant Mortality Study recognized need: Recommendation 15

• Project funded by CF – Young Philanthropists (NEFHSC & BIHCC)

Black Infant Health Community Council

• Organized by NEFHSC as part of statewide effort (HB 1269) to engage community in addressing IM disparities.

• BIHCC has more than 35 active members.

• Members meet monthly to implement yearly action plan. – Advocacy & Community Education Subcommittee– Professional Education Subcommittee– Philanthropy & Community Mobilization Subcommittee

First Step: Social Marketing Agency

• Request for Proposal sent to all Jacksonville & surrounding area communication firms.

– 15 firms submitted proposals– All firms were scored by Selection Committee – Top 4 firms presented campaign ideas

Creation of Marketing Materials

• Drafted campaign messaging with more than 95 community residents through focus groups, surveys & questionnaires at outreach events, health fairs, flea market & jail.

• Materials created:– Brochure– Women’s Passport– Magnet– Men’s Passport– T-Shirts– Invitation & Flyers for Events

O. Communication & Armstrong Design Group

Message Selected

Brochure: Front & Back

Magnet Women’s Passport Insert

Men’s Passport – 4 Page Booklet

Mass Media Advertising

• Television & Radio (Infant Mortality Month)– 93.3 WJBT & V101.5 – The Morning Show & Good Morning Jacksonville

• Daily Billboard• Hollywood & Regency Movie Theatres• Publicity:

– Jacksonville Free Press– Jacksonville Advocate

Infant Mortality Awareness Month

• Infant Mortality Awareness Month– Created by the National Office of Minority Health– Tonya Lewis Lee, national spokesperson for infant mortality,

was in the Jacksonville area for two of the awareness events.

• Two communitywide and multiple targeted grassroots awareness events were hosted in Jacksonville.

September: National Infant Mortality Awareness Month

Tonya Lewis Lee & National Office of Minority

Health

• Raises awareness about infant mortality with an emphasis on the African American community – as one of their efforts to end health disparities among racial & ethnic minorities.

• Tonya Lewis Lee is the national spokesperson for the campaign and a mother, attorney & wife of well-known director, Spike Lee.

“A Healthy Baby Begins with You” Campaign

Color Our World – Color Our Future

September 17, 2009 / Wolfson Children’s Hospital

It is important to educate the affected neighborhoods, but the entire Jacksonville community needs to be

aware of the issues plaguing our community.

• Sleep-related deaths are a leading cause of death for older infants (28-365 days old) & is also the most preventable.

• The physical environment children live in has a direct impact on their health.

• Too many babies are born too early and too small.

The Azalea ProjectParticipant Involvement

• Azalea Project is a prevention program that focuses on families affected by substance abuse.

• Ten participants painted pots used as centerpieces at the kick-off event held at Wolfson Children’s Hospital.

Color Our World – Color Our Future

Color Our World – Color Our Future

2009 Infant Mortality Awareness Month

• Sponsored by Wolfson Children’s Hospital

• National Office of Minority Health– “A Healthy Baby Begins With You” Campaign– Tonya Lewis Lee

• Attended by more than 100 people. – Judges– Healthcare Professionals– Nonprofit Leaders– Church Leaders– Social Organization Volunteers

Color Our World – Color Our Future

Color Our World – Color Our Future

Color Our World – Color Our Future