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An Introduction to Text4baby Partnership
A free mobile information service designed to promote maternal and child health.
An educational program of the National Healthy Mothers, Healthy Babies Coalition (HMHB).
A service that provides pregnant women and new moms with information to help them care for their health and give their babies the best possible start in life.
The largest national mobile health initiative to date.
What is text4baby?
User gives zip and due date/DOB
User registration via text or website:
Text BABY/BEBE to 511411
How Text4baby Works
User gets free tips 3x/week
Ends if user texts STOP or on the baby’s 1st
b-day
If pregnant, user gets a starter-pack of 6 key
messages (over 2wks)
How Text4baby Works
National PartnershipNational Partnership
Diverse Partners in Health Ecosystem
96 Health PlansFederal Agencies 50 State Health & Medicaid Agencies
Major Health Assns. Hospital Networks
Media Partners >50 State & Local Coalitions
Meet your Account Manager!Alaska – Kathleen Michigan - KathleenAlabama – Luisa Minnesota - LindsayArizona – Luisa Mississippi – Luisa Tennessee – Luisa Arkansas – Luisa Missouri – Kathleen Texas - LuisaCalifornia – Kathleen Montana – Lindsay U.S. Territories – Luisa Colorado – Luisa Nebraska – Kathleen Utah - LindsayConnecticut – Lindsay Nevada – Lindsay Vermont - KathleenDelaware – Lindsay New Hampshire – Lindsay Virginia - LuisaFlorida – Luisa New Jersey – Kathleen Washington - LindsayGeorgia – Lindsay New Mexico – Luisa Washington D.C. - LuisaHawaii – Luisa New York – Kathleen Wisconsin - KathleenIdaho – Lindsay North Carolina – Lindsay West Virginia - LindsayIllinois – Kathleen North Dakota – Lindsay Wyoming – Kathleen Indiana – Lindsay Oklahoma - KathleenIowa – Luisa Ohio - LindsayKansas – Lindsay Oregon - KathleenKentucky - Kathleen Pennsylvania – Luisa Louisiana – Kathleen Puerto Rico – Luisa Maine – Kathleen Rhode Island - LindsayMaryland – Kathleen South Carolina - LuisaMassachusetts – Luisa South Dakota – Lindsay
Please contact Emilia Guasconi at [email protected] if you are a health plan. If you are a national organization, please email [email protected] , and we will direct you to your appropriate account manager.
Lindsay Handelsman: [email protected] Kathleen Murphy: [email protected] Luisa Soaterna-Castaneda: [email protected]
Meet Your Account Manager!
No cost to partners Resources available at www.text4baby.org including flyer art, tip sheets,
boilerplate language, press release templates, and more. Bilingual promotional materials. Access to text4baby logo and Adobe InDesign art files for customization. Promotion in Text4baby Tuesday, a weekly e-mail alert providing
program updates. Receive updates on campaign from national staff Recognition on the text4baby website & in select communications. Opportunity to be connected with your peers for collaboration. Access to zip code-level data to track local enrollment. Technical assistance through HMHB.
Overview of Outreach Partner Benefits
Coalition Building Increasing capacity to reach more women Ensuring communication and coordination
Promotional Materials and Resources Posters in health clinics/exam & waiting rooms Distributing tear off pads and referral cards Customizing Materials with your organization’s logo Tip sheets, boilerplate language, press release templates
Outreach and Communications Mass emails to network Staff trainings Promotion at conferences Events in community Bus and Mall Kiosk Advertisements “On-Hold” messages Incorporating text4baby into intake process Outreach to elected officials
Enrollment Data Use for Outreach and Evaluation Specific zip-code level data to assist in developing outreach
and marketing strategies Evaluating Success
Media Outreach Press Releases E-newsletter or print newsletter Radio and TV PSA distribution Flash Mobs Youtube Facebook Twitter Website Promotion
Steps for Making a Difference for Moms
What is coalition building? Coalition building allows organizations to work
together to accomplish change that no one group could have accomplished on its own
Building a state-wide or local coalition around text4baby will:
Help ensure communication and coordination between partners
Increase the capacity to reach more women Allow organizations with similar goals to raise
awareness about maternal and child health, and tools like text4baby, to a degree that may not be achieved alone
To facilitate coalition-building we will provide you with a list of all of the partners in your state with contact information for the text4baby coordinator at that organization
Stated simply: We believe that working together increases the potential for success.
Text4baby Coalition Building
The New Hampshire Coalition, led by the New Hampshire Department of Health WIC and Maternal and Child Health Divisions has had great success by building on existing contacts and networks. Their coalition building efforts evolved in three phases:
1) Internal collaboration across the Department of Health to print materials, send email blasts, and bring text4baby materials to all outreach events.
2) Each program within the Department of Health reached out to their community partners and stakeholders to gain buy-in and raise awareness about text4baby. This included other state agencies, community action groups, and other social service programs.
3) Outreach to retail and private sector groups, public association websites, utilized existing partnerships and networks, promoted text4baby through publications/ local radio
The New Hampshire Coalition convenes quarterly coalition meetings with partners and also provides a quarterly update via email to all programs.
The hard work and collaboration of the New Hampshire Coalition earned the state 2nd place in the 2011 Text4baby State Enrollment Contest
Building a Coalition: New Hampshire
The state lead organization is the Kansas Department of Health and Environment.
State lead effectively communicates with partners across the state and actively engages the coalition to promote the program
Bi-weekly emails to partners encouraging text4baby promotion and collaboration between organizations
State lead often presents on text4baby, both formally at conferences and informally at brown bag lunch events at organizations wanting to learn more about text4baby
As part of state-wide collaborative efforts, the Kansas WIC program created billboards to promote text4baby
Building a Coalition: Kansas
Promotional Materials
Flyers Tear-off pads
Bilingual Referral cards
Access materials at http://www.text4baby.org or request Adobe InDesign files for these materials from your account manager.
Promotional Materials
During a sharing session co-hosted by the Los Angeles County Department Public Health, partners shared current initiatives: The Public Health Foundation Enterprise (PHFE) WIC
Trained staff to promote text4baby in their education programs and one-on-one appointments
First 5 LA Engages their community coalitions in a prenatal campaign
Health Net Promotes the service through commercial and state health
plans Information about text4baby on their website and in their
newsletters. L.A. Care Health Plan
Distributes co-branded flyers, posters and information at health fairs, health education classes, and at Family Resource Centers
Information also hung in provider offices or given to patients
Training Staff and Engaging Community: Los Angeles
Healthy Mothers, Healthy Babies Coalition of Palm Beach County kick off with local Wal-Mart
Bilingual text4baby flyer in shopping bags
Local radio promoted event and provided entertainment
Local restaurants offered free food and drinks
Raffle with gifts for new moms and babies
Spreading the word: Palm Beach County
Advertising campaign on busses that serve the Twin Cities Metro area.
Campaign started on September 2nd and will run for 4 weeks on 35 (or more buses) that service the metro area on a daily basis.
Total cost: $9000. This included design and production of the ads and the 4-week campaign.
Campaign funded by a federal Pregnancy Assistance Fund grant through the Office of Adolescent Health.
Minnesota Bus Advertisements
First 5 Solano worked with the local mall to display text4baby posters in kiosks where over 8 million shoppers pass through each year!
Mall Signs in Solano County, CA
text4baby Enrollment by Zip CodeVirginia Feb-Aug 2010
Six text4baby billboardswent up in Martinsville
Smart Beginnings of Martinsville-Henry County in Martinsville, VA placed six text4baby billboards in areas with high traffic.
Using Data to track promotional efforts
August press release included quote from State Health Officer and commitment to enroll 60,000 users by end of 2011.On 8/18/11, 17% of the day’s new users came from Alabama (128 out of 771). In the weeks leading up to news release, the AL DOH attended numerous health fairs, conferences, and other activities to increase providers’ knowledge of text4baby. In April 2010, ADPH promoted text4baby at the conferences of the Alabama Chapters of the American Academy of Pediatrics, the American Congress of Obstetricians and Gynecologists, as well as to the State Perinatal Advisory Council, health care providers, and WIC clinics.
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Alabama Text4baby Enrollment by Date2/2/10 - 8/17/11
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s
Aug. 17/18: News release & media
coverage
WOM promo to DSPs
Promo to AL chapters of MMAs
Using Data to track promotional efforts
Partners can sign a Data Use Agreement to gain access to zip-code specific enrollment data DUA grants access to specific data fields to assist in developing outreach and marketing strategies and evaluating success Completed DUAs can be filled out and returned to Research Manager, Jessica Bushar at [email protected], or faxed to her attention at 703-684-5968
Gain Access to Data: Text4baby Enrollment Dashboard
Baby on the way? New mom? #text4baby is a free service that texts mom health tips & info on free services. text BABY to 511411.
¿Bebé en camino? ¿Nueva mamá? #text4baby un servicio de SMS gratis ofrece consejos de salud/info de servicios para mamás Envié BEBE al 511411
http://www.youtube.com/watch?v=BQ0RFUlphu4
http://www.youtube.com/watch?v=NSAUQXm8vFI&feature=related
Media: Celebrating Success
Date (January 1, 2011 through August 11, 2011)
Number of New Unique Users
NC moved from 28th place in the State Contest on 7/19 to 1st on 8/29 In the week from 7/26 to 8/2, 451 people in NC enrolled; for the week between 7/19 and 7/26, only 110 people enrolled in NC. This is an increase of 400%. Enrollment spikes were concentrated around specific times, corresponding with when the PSAs were being shown. The PSA is running throughout the month of August on popular television channels and in movie theatres. In April 2011, 525 text4baby radio spots ran on 8 stations in 3 markets.
PSAs launch 7/26/11
North Carolina
Radio PSAs
What media strategies/tactics work to get moms to enroll in text4baby?
Best Practices: Nevada Flash Mob
Connecting Kids to Coverage & Text4baby
4 million births each year; almost half are to beneficiaries of Medicaid
February 28, 2012 Secretary Sebelius and Surgeon General announce partnership between Connecting Kids to Coverage, administered by Centers for Medicare & Medicaid Services (CMS), and text4baby
“Text-messaging is a part of the culture in terms of how we communicate. Using text-messaging to help conduct outreach to families about health coverage for their children is just one more way that the appropriate use of technology is enhancing how we make sure pregnant women and children get the health care they need.” – Dr. Regina Benjamin, U.S. Surgeon General
Contest Period: May 17, 2012- October 22, 2012
National Organizations that are supporting the Contest : American Public Health Association Association of Maternal and Child Health Programs (AMCHP) Centers for Medicare and Medicaid Services CityMatCH National Healthy Start Association (NHSA) March of Dimes National Association of County and City Health Officials (NACCHO) National Campaign to Prevent Teen and Unplanned Pregnancy National WIC Association Southern Governors’ Association
State Rankings: Based on new users who enroll during contest period as a percentage of eligible moms
(based on CDC live birth data) Three groups of states/territories with similar numbers of estimated new pregnancies and
new infants competing against each other
Prize: Announcement of winners and national recognition at American Public Health Association
Conference on October 29, 2012 in San Francisco, CA
2012 State Enrollment Contest
Tuesday! Have your outreach featured inText4baby Tuesday
Contact Instructions and Information:
Your account manager will be able to provide you with:
Adobe InDesign Files and the text4baby logo for promotional materialsLink to sign up for Text4baby Tuesday e-newsletterContact information for other partners in your stateAny other technical assistance you may need
Please contact your account manager for any of the above resources or if you have any questions!
Lindsay: [email protected]: [email protected]: [email protected]: [email protected]
Q&A
