Building Strong Futures: The Feasibility of Using a Targeted Digital Media Campaign to Improve Knowledge About Pregnancy and Low Birthweight Among Black Women

Abstract

Objective Low birthweight is one of the main causes of poor health outcomes among newborns, with Black women having a disproportionately high prevalence. A digital intervention targeted Black women in Orange County, Florida with information on positive pregnancy-related knowledge and attitudes related to low birthweight. This paper reports on campaign methods for the first 2.5 years of implementation. Methods Campaign content was tailored toward Black women, around a reproductive empowerment lens. Content focused on emphasizing healthy pregnancy-related behaviors and creating positive representations of Black women throughout the various stages of pregnancy through both static images and a web series. Digital metrics gauged campaign engagement. Three cross-sectional online surveys conducted in the intervention county examined Black women’s pregnancy-related knowledge, attitudes, and behaviors. Results After two years of campaign implementation, social media accounts showed 1784 followers. While Facebook showed more average monthly impressions, Instagram showed more average monthly engagements. Survey results showed some increases in knowledge about prenatal care, weight gain, exercise, and the health impacts of low birthweight. Conclusions for Practice This study highlights the potential for a culturally-appropriate digital intervention to promote positive pregnancy outcomes among at-risk women. Digital interventions offer a potential way to achieve positive pregnancy-related behavior changes on a larger scale. This may be particularly important given that the COVID-19 pandemic may be changing the ways that pregnant women access information. Studies should examine the impact and feasibility of using culturally-appropriate digital interventions that directly address Black women and their specific experiences during pregnancy.

A scoping review of health promotion interventions delivered via social media to women of reproductive age

“…Post-intervention retention rates for all studies except Bonnevie et al . (22) ranged from 83 % to 100 % (mean retention = 90 %). Bonnevie et al .…”

“…Bonnevie et al . (22) , which had a greater uptake of cross-sectional survey completion as the duration of the intervention went on, had 30, 61 and 85 women complete a cross-sectional survey at baseline, Year 1 and Year 2, respectively. Most studies ( n = 6) recruited participants from hospitals (15,19) , clinics (14,16,20) or medical centres (21) .…”

“…Most studies ( n = 6) recruited participants from hospitals (15,19) , clinics (14,16,20) or medical centres (21) . Only one study (22) used advertisements on social media for recruitment.…”

Effect of a social media-based health education program on postnatal care (PNC) knowledge among pregnant women using smartphones in Dhulikhel hospital: A randomized controlled trial

“…Women's engagement in the social media such as Facebook, Instagram, Twitter etc. enhanced the feasibility of disseminating health information to the participants at targeted locations in other settings as well [46]. The information provided through mobile phones were acceptable to the pregnant women [47].…”

Growing and Glowing: A Digital Media Campaign to Increase Access to Pregnancy-Related Health Information for Black Women During the COVID-19 Pandemic

“…In 2018, The Public Good Projects (PGP) implemented their first digital media campaign to improve pregnancy-related knowledge among pregnant Black women in central Florida. An evaluation of the campaign, called Strong Beautiful Future, showed its potential to positively impact Black women’s knowledge about pregnancy (Bonnevie et al, 2020b). Strong Beautiful Future employed a combination of tailored health messages, targeted advertising, involvement of local social media influencers relevant to the priority population, and relationships with local organizations and prenatal care providers, to produce a method that holds promise in reaching Black women with educational messages about pregnancy and low birthweight.…”