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North Carolina’s Folic Acid Campaign:
The development of a social marketing campaign
June 17, 2010P t d b M F kPresented by: Megan Fazekas
Today’s objectivesToday s objectives
Which methods are used to create a • Which methods are used to create a social marketing campaign
iff• What are the differences between specific target audiences
• What a multi-faceted social marketing campaign looks like
About the Folic Acid CampaignAbout the Folic Acid Campaign
• The North Carolina • The North Carolina Folic Acid Campaign is a Campaign is a statewide program whose mission is to improve health by promoting the b fit d benefits and consumption of folic acidfolic acid
BackgroundBackground
• Daily folic acid supplementation can • Daily folic acid supplementation can reduce by up to 70% the incidence of neural tube defects (NTDs), like spina bifida neural tube defects (NTDs), like spina bifida and anencephaly
• The U.S. Public Health Service recommends that ALL women of child bearing age take 400 mcg of folic acid every day
• Only one-third of women in the United States currently follow this recommendation
BackgroundBackground
• North Carolina has historically high rates of • North Carolina has historically high rates of NTDs. NC’s NTD rate twice the national rate in 1990’s
• The state launched a social marketing campaign as part of a multi-faceted statewide program to promote folic acid statewide program to promote folic acid
• Key strategic decisions made by the Campaign’s leadership: broaden to Campaign s leadership: broaden to multivitamins and narrow the target audience
MethodsMethods
• Key informant interviews group interviews • Key informant interviews, group interviews, focus groups and convenience surveys were used to assess each audience used to assess each audience
• This formative research used similar, but not identical, methods for each audience,
• Once completed, initial materials were created and tested
• Results were then used to modify and produce new materials for each audience
Identifying audiencesIdentifying audiences
Using available data on multivitamin • Using available data on multivitamin consumption and NTDs, the Campaign identified four audiences for that are identified four audiences for that are least likely to take a multivitamin or most likely to have an NTD affected most likely to have an NTD-affected pregnancy…
Identifying audiencesIdentifying audiences
Women ages 18 24 who are not • Women ages 18-24 who are not contemplating a pregnancy
• Women ages 18-24 who are contemplating a pregnancy
• Women ages 25-35 who may or may not be contemplating a pregnancy
• Spanish-speaking Latina/Hispanic women ages 18-35 who may or may o e ages 8 35 o ay o ay not be contemplating pregnancy
Identifying audiencesIdentifying audiences
Women ages 18• Women ages 18-24 who are NOTcontemplating contemplating pregnancy
Results: 18-24 non-contemplatorsesu s: 8 o co e p a o s
• Traditional public • Traditional public health messages were not effective in reaching young, English-speaking audiences audiences • Do NOT want to see
pregnant women• Do NOT want to
discuss folic acid or neural tube defects
Results: 18-24 non-contemplatorsesu s: 8 o co e p a o s
• Portray energy, Portray energy, vibrancy
• Use images of young, healthy womenhealthy women
• Use messages about multivitamins and women’s health in general
• Use simple words• Use pictures and lots of Use pictures and lots of
color• Use concise, easy-to-
understand information
Identifying audiencesIdentifying audiences
• Women ages 18 24 • Women ages 18-24 who MAY be contemplating contemplating pregnancy
Results: 18-24 contemplatorsResults: 18 24 contemplators
• Expressed a clear • Expressed a clear interest in seeing children represented, though they might not though they might not identify with pregnancy
• A happy, coping mother with a child was mother with a child was considered an aspiring image regardless of
h th th whether they themselves currently had children or were
tpregnant
Identifying audiencesIdentifying audiences
• Women ages • Women ages 25-35 who may or may not be may not be contemplating pregnancy
Results: 25-35 English-speakersResults: 25 35 English speakers
Differed from 18 24 year olds• Differed from 18-24 year-olds• Not as opposed to seeing images of
familiesfamilies• More focus on health issues and chronic
diseases that have already starteddiseases that have already started• Focus on reducing stress and feeling well
mentally and spirituallymentally and spiritually• Inspirational images were not as
importantimportant
Results: 25-35 English-speakersResults: 25 35 English speakers
Identifying audiencesIdentifying audiences
• Spanish speaking • Spanish-speaking Latina/Hispanic women ages women ages 18-35 who may or may not be contemplating pregnancy
Results: 18-35 Spanish speakersResults: 18 35 Spanish speakers
• Audience contains • Audience contains both contemplators and non-and noncontemplators
• Spanish speakers p pembrace messages about families and pregnancy
• Also want clear, i concise messages
that are full of color
Results: 18-35 Spanish speakersResults: 18 35 Spanish speakers
Two social marketing campaigns over • Two social marketing campaigns over the course of 4 years
2005 2006 F d f ti • 2005-2006: Focus groups and formative research showed materials needed to create awareness and increase create awareness and increase knowledge
• 2008-2009: Results from post-test survey 2008 2009: Results from post test survey show that knowledge increase and we now needed to address behavior changeg
Early materials: Spanish speakersEarly materials: Spanish speakers
• Want materials that • Want materials that show cause and effecteffect
• Emphasize the need to define birth defects, neural tube defects and folic acid
“A child should learn to use this…and not this. If you take a daily multivitamin with 400 mcg of folic acid before a daily multivitamin with 400 mcg of folic acid before pregnancy you can reduce the risk of birth defects of the brain and spine in the newborn. To take multivitamins today is to love your baby tomorrow.”
Early materials: Spanish speakersEarly materials: Spanish speakers
“Multivitamins…for now…for the future…for always…Women who have started menstruating need to consume 400 mcg of folic acid every day through a vitamin to help prevent birth defects of the brain and spine
To take multivitamins today is to love your baby tomorrowTo take multivitamins today is to love your baby tomorrow
For more information…”
Early Materials: Spanish speakersEarly Materials: Spanish speakers
“A Prepared Woman is Worth DoubleT k lti it i ith f li id dTake a multivitamin with folic acid every dayDid you know that Latinas have a higher risk than other women to have a baby with defects of the spine?Take a multivitamin with 400 micrograms (mcg) of folic acid every day…”
It helps… And in addition, multivitamins…
Protects against of giving Birth to a baby with birth defects of the brain and
Every women who has begun menstruation needs one
spine
Reduces the risk of developing certain types of cancer and Heart problems
You must take one before, during, and after your pregnancy
Strengthens the bones and The generics are less expensive reduces the risk of osteoporosis
and equal in effectiveness to more well known brands
Compliments a healthy and balanced diet
They will not increase your weight or your appetite
You can buy them without a prescription in whichever supermarket or pharmacy
New materials: Spanish speakersNew materials: Spanish speakers
• Knowledge and awareness had increased • Knowledge and awareness had increased due to media intervention
• New materials needed to work on • New materials needed to work on addressing myths, barriers and changing behavior
• Worked with CDC to build on their existing materials, tailoring it for NC audiencesg
• Added Dr component because 99-100% of Latinas said they would be more likely to take multivitamins if their doctor recommended it
New materials: Spanish speakersNew materials: Spanish speakers
• Anita and Sofia meet in a mall…S• SOFIA: Anita, how is it going with
Robert? Do you have babies yet? • ANITA: Not yet, Sofia. I am not
thinking about babies yetthinking about babies yet.• SOFIA: Look, even if you are not
planning a pregnancy, you must take a multivitamin with 400 mcg of folic acid every day before you get acid every day before you get pregnant.
• ANITA: But, I told you, I am not pregnant.
• SOFIA: It’s not important Anita The SOFIA: It s not important, Anita. The majority of pregnancies are not planned. Talk to your doctor.
• Anita talks to her doctor…• Folic acid helps to prevent some birth • Folic acid helps to prevent some birth
defects of the spine and brain. But you must take it before you get pregnant for it to work.
New materials: Spanish speakersNew materials: Spanish speakers
• These three women want to be mothers some day. For this reason, they take a multivitamin with folic acid every day as part of their daily routine.
• Woman 1: “I take my multivitamin with folic acid every morning. I keep a bottle next to my bed.”
• Woman 2: “I take mine when my family and I eat dinner together. I keep a bottle in the kitchen.”
• Woman 3: “I take my multivitamin with folic acid every night after I brush my teeth.”
• Taking a multivitamin with 400 mcg of folic acid every day can help prevent birth defects of the spine and brain.
Brand consistencyBrand consistency
After creating the brands and defining • After creating the brands and defining the audiences, extend the campaign to make it multifacetedto make it multifaceted
• Posters • Website• Flyers• Brochures• Reminder items
Website• Online social networking• Print, radio and television advertisements• Reminder items
• Videosadvertisements
Additional materialsAdditional materials
• These materials are general pieces used to • These materials are general pieces used to appeal to the general public
• Generally referred to as “reminder items”• Generally referred to as reminder items• Bilingual whenever possible…but not always
a direct translationa direct translation
Additional materialsAdditional materials
Lessons learnedLessons learned
When creating a social marketing • When creating a social marketing campaign
1 N di1. Narrow your audience2. Tailor your message3. Find the most appropriate ways to reach
them (channels of communication)4 U lti f t d h4. Use a multi-faceted approach
• Always test your materials!
Take home messagesTake home messages
Every audience is different Do the • Every audience is different. Do the research to make sure you are giving them what they wantthem what they want.
• Do NOT simply translate materials if you i h S i h ki are trying to reach Spanish-speaking
audiences. There are too many lt l d li i ti diff cultural and linguistic differences.
Questions? Thoughts?Questions? Thoughts?
Contact usContact us
•Megan Fazekas, BACommunications Coordinatormfazekas@marchofdimes com
•Amy Mullenix, MSW, MSPHStatewide Coordinatoramullenix@marchofdimes [email protected] [email protected]
800-849-2663getfolic.com
facebook.com/pages/North-Carolina-Folic-Acid-Campaign/16803568463Campaign/16803568463myspace.com/getfolicgetfolic.blogspot.com
t itt / tf litwitter.com/getfolic
