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Don’t Rush Me. . .Go the Full 40Tips &Tools for Sharing
GoTheFull40.com
wPROMOTESPONTANEOUS
LABOR
wSHARE THECAMPAIGN
wRESOURCESwSOCIAL MEDIA
wFAQs
wREQUESThealthy Mom&Baby
MEDIA
See this box around text?Click me. I’m a hyperlink!
Promote Spontaneous Labor
Can you imagine a time
when every woman
who becomes pregnant:
uSeeks and receives prenatal care
uKnows the benefits of spontaneous labor
for herself and her baby
uPlans to wait for labor to start on its own
if all is healthy and well
uPursues normal birth, including vaginal birth
after cesarean when appropriate
uAvoids unnecessary interventions, such
as elective induction and elective cesarean,
when there isn’t a medical indication
uUnderstands and wants the benefits of
skin-to-skin care during those first precious
60 minutes of baby’s life post-birth when possible
uInitiates breastfeeding as soon as possible
after baby is born
The Campaign . . .“Don’t Rush Me . . . Go the Full 40”
is a grassroots, public health campaign
from the 24,000+ members of
AWHONN that educates women about
the physiological benefits of full-term
pregnancy for themselves and their
babies. The campaign flows from a
holistic nursing philosophy as 40 serious
and fun reasons that relay actionable,
evidence-based health advice for
collaborative decision-making between
women and their care providers.
Goals1Increase the percentage of women
who wait for labor to start on its own,thereby reducing overall electiveinduction and primary cesarean rateswhen there isn’t a medical indication.
2 Increase awareness among providersand consumers about the
documented physiologic benefits forwomen and their babies of termpregnancies that culminate inspontaneous labor.
“Go the Full 40 isthought provoking!
This campaign stirredquestions from couplesduring childbirth class.It's making them think
more about theconsequences of
elective inductions.”—Childbirth Educator
“I took the pledge!Unless my baby or I are
in any kind of risk, Iwill wait until laborstarts on its own.”
—Mother
2—GoTheFull40 Disseminator Toolkit
Withdissemination& collaboration“Don’t Rush Me . . .Go the Full 40”aims to:
See this box around text?Click me. I’m a hyperlink!
The heart of the campaign is the “40 Reasons to Go the Full 40 Weeks”article (GoTheFull40.com) that translates the evidence regarding thephysiologic value of term pregnancies and spontaneous labor. “Don’t Rush Me . . . Go the Full 40” campaign supports the evidence thatdemonstrates these maternal and infant benefits:
uFor most women, spontaneous, natural labor and birth are the healthiest andbest ways for baby to emerge, and for mom to end pregnancy and startbreastfeeding.
uUnless medically necessary, research shows inductions and cesarean surgerylead to more intensive care days, higher re-admission rates, and increase mom’sand baby’s risks for lifelong health consequences, including abdominaladhesions, hysterectomy, respiratory illnesses, and associated health risks fromlower rates of breastfeeding.
uInducing labor is associated with iatrogenic prematurity (particularly latepreterm infants), cesarean surgery, hemorrhage, longer lengths of stay for womenand newborns, higher rates of NICU admissions, and infection.
uBabies born before 37 completed weeks of gestation are at higher risk forserious complication dying in the first year of life compared with term infants.These risk include breathing problems, feeding issues, jaundice, low blood sugarand problems stabilizing their own body temperature.
uEven babies born after 37 weeks and before 39 completed weeks —early termbabies—are at increased risks of dying in the first year of life, feeding andbreathing problems and life-long learning disabilities. Experts agree the risks aregreater for infants with elective induction of labor.
uThe normal length of human gestation is 40 weeks. The neonatal risks varyamong all gestational ages. Evidence shows the best neonatal outcomes occur at40 weeks. In 2000, the largest percent of singleton births in the U.S occurred at40 to 41 weeks. By 2009, the largest percent had shifted to occurring at 39weeks.
uOveruse of inductions increase both short- and long-term costs. For example,Intermountain Health Care’s initiative to reduce elective inductions, regardless ofgestational age, created savings of more than $50 million per year in short-termcosts.
uWe do not fully understand what triggers a woman’s labor. Obstetric textbookssay the exact mechanisms that start labor are yet to be definitively defined butthat baby's readiness for birth—“pick her own birthday” (Reason #16)—and thebiochemical and neurohormonal interactions between mom, baby and placentaare essential triggers.
uNursing research shows when women receive education regarding the risks ofelective induction most women will not choose an elective induction.
As a nurse, youhave the power to help make thisa reality for the 4 million womeneach year whocarry a pregnancy and birth a babyin the U.S.
GoTheFull40.com“Many women don't realize how much their baby changes and develops at the end of thepregnancy. This campaign addresses the knowledge gap.”—Nurse
GoTheFull40 Disseminator Toolkit—3
Share the GoTheFull40 Campaign
5 Ways to PromoteSpontaneous Labor& Normal Birth
1Hang Full 40 posters in your unit or in your clinic.
2Hand out copies of the 40 Reasons article to your patients.
3Teach the 40 Reasons in your childbirth classes.
4Sign the Spontaneous Labor Pledge atwww.awhonn.org/full40pledge—ask women
to do the same.
5Include fliers about GoTheFull40 & Healthy Mom&Baby in patient packs.
Go The Full 40 Resources(all resources are free; click any link to go directly to the resource)
uCampaign URL: http://www.GoTheFull40.comuGoTheFull40.com campaign resources at Health4Mom.org (Nurse’s Office):
w40 Reasons online article: English Spanishw40 Reasons printable patient fliers: English SpanishwBabies Need 40 Weeks article: http://bit.ly/40forbabieswSpontaneous Labor Pledge: http://www.awhonn.org/full40pledgewWebsite banner (when posting, link to http//www.gothefull40.com)w“Don’t Rush Me . . . Go the Full 40” campaign ads: Ad #1 Ad #2wVirtual Issue: http://bit.ly/Full40VirtualIssueScholarship of GoTheFull40.com hosted by the Journal of Obstetric, Gynecologic & Neonatal Nursing (JOGNN) and Nursing for Women’s Health (access-restriction free until September 1, 2013; then all access restrictions apply)wBibliography of the GoTheFull40 campaign: http://bit.ly/full40bibliowHashtag: #full40
Healthy Mom&Baby Resources(all resources are free; click any link to go directly to the resource)
uPatient education resources for nurses: www.health4mom.org/nurses_officewRequest quarterly magazines for your patientswWebsite: www.health4mom.orgwiPad app: includes all issues of the magazine + special interactive features: http://bit.ly/mommyappwFlipbook of each issue: www.health4mom.org/magwSocial media: Facebook: www.Facebook.com/HealthyMomAndBaby
Twitter: www.twitter.com/health4momAWHONN ResourcesuFull 40 Section & Chapter slide Presentation: [email protected]: www.AWHONN.orguFacebook: www.facebook.com/awhonn
Nurses make a difference inthe lives of women and babies by:uBeing the most trusted healthcare provider year after year
uSpending more time with women and their families
uProviding excellent, evidence-based care for optimal outcomes
uSharing education and resources for best self-care for women
4—GoTheFull40 Disseminator Toolkit
See this box around text?Click me. I’m a hyperlink!
GoTheFull40.com
FAQsWhere can I get posters & other campaignmaterials?You can download 8.5”x11” posters here; larger posters areavailable on a limited basis in a “kit” of campaign materialsthat includes GotheFull40 posters, buttons and lanyards fromAWHONN headquarters. For information and pricing: email: [email protected].
Is the campaign available in both English andSpanish?All materials are in English; the following materials are in Spanish:u40 Reasons articleu40 Reasons Campaign Ads
Can my practice, facility or institution share thecampaign?uAsk about putting articles in newsletters and othercommunication about the campaignuInquire whether your facility can post any of the reasons ormessages in their social media (Facebook, Twitter)u“LIKE” and “SHARE” the Healthy Mom&Baby Facebook page,which contains ongoing posts in support of GoTheFull40.comand other important health messages for moms and babiesuDownload the web banner and ask your facility’s webmasterto post it on your webpage, linking the web banner towww.GoTheFull40.com.uReproduce the 40 Reasons article and include it in yourpatient packs.
Are you giving permission to photocopy ordistribute the GoTheFull40 campaign materials?AWHONN encourages you to photocopy and share the materialswidely to promote the health of moms and their infants.Permission is granted to reproduce the campaign’s materialsfor non-commercial use at no cost. Where possible, pleaseinclude the following statement: “Copyright 2012 Associationof Women’s Health, Obstetric and Neonatal Nurses.” If youhave specific questions about permissions, please email:[email protected].
Promoting Best HealthPracticesFor Women& Babies
GoTheFull40.com is a public health campaignfrom AWHONN and its expert-authored, patienteducation consumer media, Healthy Mom&Baby.
Healthy Mom&Baby is free to nurses (AWHONN nurses receivepriority on the 300,000 copies of the magazine that ship tohealthcare sites throughout the U.S.) Through its free quarterlymagazine, iPad app, Flipbook, Health4Mom.org website andsocial media, Healthy Mom&Baby:
uTargets the 1 in 6 women trying to conceive in the U.S. eachyear. Of those women, approximately 4 million will get pregnantand carry a baby to birth.
uProvides the latest research and evidence-based advicethat women can trust and act on for their own health, and theirbaby’s and family’s health
uProvides health advice across the lifespan, but particularlyis focused on preconception and interconception health,pregnancy, labor, birth and parenting up to baby’s 2nd birthday.
“I use the ‘40 reasons to go 40’ literature in each class we offer. We have asked theleadership of our OB department to create and use a true informed consent form forelective labor induction.”—Nurse
“Don't presume all babies take the same time to be ready. I have had three baby girls, all at different gestations of their own choosing and timing.”—Mother
GoTheFull40 Disseminator Toolkit—5
ANNUAL HEALTHREMEMBRANCES 40 REASONS POSTS FACEBOOK TWITTER
JanuaryFolic acid awareness weekBirth defects prevention monthThyroid awareness month
Post & Tweet the Campaign
#1. End right by starting right—keeping all of your prenatalappointments helps ensure ahealthier ending.
#25. Relish in the fact that rightnow you’re the perfect mom—yourhealthy pregnancy habits aregrowing baby the best possible way.
Nurses share 40 reasons to go thefull 40 weeks of pregnancy:www.GoTheFull40.com
Baby’s first 60 minutes after birthare so important; grab the GoldenHour.http://bit.ly/babysfirsthour
Encourage waiting for labor to starton its own. Sign the “Wait forlabor” pledge.ww.awhonn.org/full40pledge#full40
FebruaryHeart health/wear redPrenatal infection preventionmonthValentine’s day
#3. Let nature take over—there arefewer complications and risks forboth you and baby through naturalbirth.
#18. Reduce your baby’s risks ofjaundice, low blood sugar andinfection by waiting until he’s readyto emerge.
Reduce your baby’s risks ofinfection by waiting until he startslabor on his own.www.Gothefull40.com
Nurses highlight 40 reasons formoms and babies to go the full 40weeks http://bit.ly/full40#full40
Wait for labor to start on its own.Sign the “Wait for labor” pledgehttp://www.awhonn.org/full40pledge#full40
MarchNational nutrition monthPoison prevention weekTrisomy awareness month
#5. Birth a brainier baby—at 35weeks your baby’s brain is only 2/3the size it will be at term.
#39. Make the best-possible birthexperience; don’t rush it.
Baby may face a lifetime of risks ifborn too early; learn the risks here
During national nutrition month,learn from actress Mayim Bialikwhy breastmilk is the best food foryour baby.
http://bit.ly/mbialik
Ignore people who say an inductionis more convenienthttp://www.GoTheFull40.com#full40
At 35 weeks, your baby’s brain isonly 2/3 the size it will be at term –just another reason to go the#full40
AprilInfant immunization weekInfertility awareness weekAutism awareness monthSTI awareness month
#6. Set her thermostat—baby willbetter regulate her temperaturewhen born at term.
#20. Maximize those little lungs—babies born just 2 or more weeksearly can have twice the number ofcomplications with breathing.
Avoid an induction and reap thebenefits for both you and baby of afull term pregnancy when all ishealthy and well.
You’ll breathe easier knowing babycan, too: full-term babies are lesslikely to have complicationsbreathing than those born early.
As nurses promote skin-to-skincontact, more born-too-early babiesthrive http://bit.ly/full40 #full40
MayNational Nurses’ WeekPreeclampsia Awareness MonthMental health monthMother’s Day
#17. Skip an induction—whichcould lead to cesarean—by waitingfor labor to start on its own.
#14. Eat healthfully—indulgeoccasional cravings withoutremorse.
Want the best care? Find a babyfriendly birthplace.http://bit.ly/bestbirth
Happy Mother’s Day! Wait for laborto start on its own – babies are somuch easier to care for in thewomb. Reward yourself with a nicelong nap. www.GoTheFull40.com
Preterm birth is any birth thatoccurs before the 37th week ofpregnancy. #full40#full40
JuneMen’s health weekAphasia awareness monthFather’s Day
#21. Ignore people who say aninduction is more convenient.Nothing is convenient about alonger labor and increasing yourrisk of cesarean.
#27. Relax! Babies are usually somuch easier to care for in thewomb.
Pregnant women avoid non-necessary induction when theyunderstand the risks of induction,nursing research shows. http://bit.ly/termpregnancy
Unless there’s a medical reason,it’s safer to avoid inductions.#Full40
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GoTheFull40.com“I manage the educational materials at our OB-GYN practice. I include the AWHONN handout on thistopic in the materials that we give to moms at their first prenatal visit.”—Nurse
ANNUAL HEALTHREMEMBRANCES 40 REASONS POSTS FACEBOOK TWITTER
JulyCord blood awareness monthGroup B strep awareness monthJuvenile arthritis month
#2. Savor the journey—soon youwill meet your baby.
#19. Build your baby’s muscles—they’ll be strong and firm, and readyto help him feed and flex at term.
Nurses share 40 reasons to go thefull 40 weeks of pregnancy:www.GoTheFull40.com@HealthyMom&Baby
40 Reasons to go 40 weeks:http://www.GoTheFull40.com#full40
Declare your baby’sindependence—let her pick herown birthday!
AugustWorld breastfeeding weekBreastfeeding monthChildren’s eye health month
#7. Boost breastfeeding—termbabies more effectively suck andswallow than babies born earlier.
#10. Nourish your body—a healthydiet and breastfeeding will help youlose the baby weight.
Breastmilk: nature’s superfood.Give your baby the best chancewith the breast – term babies areable to suck and swallow moreeffectively than those born earlier.http://bit.ly/baby2breast
Babies born at term are more readyto nurse.
Plan to breastfeed your baby in thefirst hour after birth #full40
SeptemberWomen’s/family health dayInfant mortality awarenessOvarian cancer month
#22. Respond to requests to speedbaby’s birth with the facts thatinductions often create morepainful labors and can lead tocesarean surgery.
#29. Postpone changing the eventual5,000+ diapers baby will use.
So you’re in labor—the best way tokeep baby moving down and out isto keep your own body active. Here’show.http://bit.ly/bestlabor
Healthy mama = healthy baby:Pack your meals with nutritiouseats for your 40 weeks of pregnancy
How can YOU help more babies tobe born full term?http://bit.ly/full40wpd #full40
OctoberBreast cancer awareness monthDomestic violence awarenessDown syndrome awareness
#4. Recover faster from naturalbirth than cesarean, which is majorabdominal surgery that causesmore pain, requires a longerhospital stay and a longer recovery.
#32. Relish parenting—right nowyou know exactly where baby is andwhat he’s doing.
Breastfeeding reduces mom’soverall cancer risks. Learn more atwww.GoTheFull40.com
Belly bumps make the perfect propfor reading material. Settle in withthe latest issue of HealthyMom&Baby.http://www.health4mom.org
Babies are so much easier to carefor in the womb!http://www.GoTheFull40.com#full40
NovemberWorld prematurity day/monthDiabetes awareness monthGERD awareness month
#15. Give baby’s development thebenefit of time since you may notknow exactly when you gotpregnant.
#16. Let baby pick her birthday—ifshe decides to emerge after 37weeks there’s no need to try to stopyour spontaneous labor.
Baby’s first 24 hours after birth areso important—here’s what’shappening.http://bit.ly/meetyourbaby
Give thanks that soon you will meetyour baby!http://bit.ly/meetyourbaby
Help more babies make it to theirfirst birthday.http://bit.ly/full40wpd #full40#worldprematurityday
Finish pregnancy well--keep all ofyour prenatal appointments to helpprevent prematurity. #full 40
DecemberHand washing awareness weekSafe toys & gifts monthWorld AIDS day
#26. Finish well—more time in thewomb usually means less time inthe hospital.
#40. Write your own healthyreason—if it gets baby a full 40weeks of pregnancy it deserves tobe on this list.
Learn what happens if you go pastyour due date.http://bit.ly/pastduedate
A full-term pregnancy is a gift ofhealth you give yourself and yourbaby—enjoy this special season.
Give your baby the gift of health—a term pregnancy. #Full40
Share Your Feedback! How has the GoTheFull40.com campaign madea difference in your practice?
Please share with AWHONN how engaging with theGoTheFull40.com campaign has made a differencein your practice or facility.
Email us at [email protected] with any or allof the following:
wHow you have shared the campaign—pleasedescribe all of the ways you have used or shared thecampaign
wObservations and reactions to the campaign—please describe any changes you have measured orobserved in your practice, or patients, when engagingwith the campaign
wInformation needs or requests—please describehow AWHONN and Healthy Mom&Baby can betterserve you and your patients’ needs with theGoTheFull40.com campaign
wProvide your contact information, for follow up, aspossible. All responses are private and will not beshared in any way unless permission is sought andobtained from you
wEmail: [email protected]
Nobody likes to be rushed, especially babies.Your baby needs at least a full 40 weeks of pregnancy to grow and develop. Inducing labor even a week or two early is associated with a host of risks, including prematurity, cesarean surgery, hemorrhage and infection.
While it may seem convenient for you or your health care provider, labor should only be induced for medical reasons.
Your baby will let you know when she’s ready to come out, so give her all the time she needs: at least the full 40 weeks.
Download a free copy of
40 Reasons to Go the Full 40at www.gothefull40.com. Now in English and Spanish.
The nurses of AWHONN remind you not to rush your baby—give her at least a full 40 weeks!
Sign the “Wait for Labor to Start on Its Own” Pledge!awhonn.org/full40pledge
Thank YouFor sharing this importantpublic health campaign withyour colleagues and thewomen and families for whomyou provide care.
If you have questions aboutGoTheFull40.com pleasecontact:
Carolyn Davis Cockey, MLSAWHONN Director [email protected]
www.AWHONN.orgwww.Health4Mom.org
