Lake & Marion County
Lake County Embraces Baby First Consumer Education Campaign
From the cinema to the bus stop, expectant mothers in Lake County are learning about the importance of early, regular prenatal care through the Baby First…Right From the Start! consumer education campaign.
Lake County's Maternal & Child Health Network (MCHN) is working to find creative new ways to reduce health disparities and improve health outcomes through a coordinated, collaborative delivery network.
"The public education is powerful, and it helps to solidify relationships within the new Network," says Renae Brantley, director of Grants and Communications, HealthVisions Midwest, Inc., East Chicago.
Background
Lake County has the highest rate of infant mortality in the state, as well as the greatest incidence of low and very low birth weight babies.
MCHN evolved from a series of meetings that brought together representatives of Lake County's maternal and child-serving organizations. Participants concurred that a collaborative effort was necessary to address the rising infant mortality rate and its companion challenges of low and very low birth weight.
A bus loads at Gary's downtown transportation center.
Such a collaborative effort would include all parties working in accord with knowledge about each agency's strengths and focus, coupled with an active referral network.
With HealthVisions Midwest (HVM) as the convening organization and Clementine DuBose, MS, ED as MCHN's director, one of the first tasks was to bring together stakeholders who interacted with pregnant women to provide coordination of services.
Four care coordination teams were formed with each care coordinator assisted by one of eight Community Health Workers (CHWs). These workers conduct outreach activities and assist in identifying women in need of services.
"CHWs are indigenous members of the targeted community," says Brantley. "Their close relationship and kinship to the community makes them highly trusted resources of information."
A Diverse Media Campaign
Movie-goers in Lake County view this message as an opening screen.
Messages to get early, regular prenatal care and to call the Indiana Family HelpLine soon began cropping up on billboards and the sides of buses. Soon these messages aired on cable television; were heard on the radio; and viewed as an opening screen in cinemas.
The synergy sparked by the Baby First education campaign led to more activity and commitment on behalf of Lake County's babies, according to Brantley.
"The Baby First campaign is generating so much in the way of additional, positive activity to promote the importance of prenatal care."
Baby First as a Grassroots Outreach: Marion County Baby First Advocates
"Baby First Advocates" are out and about in the Indianapolis area, helping to increase consumer awareness of maternal and infant health issues.
"Baby First Advocates are mothers, fathers, grandparents, aunts, uncles, daughters and sons," explains Sherry Matemachani, quality assurance coordinator for Indianapolis Healthy Start. "The Baby First Advocate Project is truly a grassroots outreach in that the requirement for volunteers is simply a desire to see fewer babies die in their neighborhoods."
Coordinator Mary Payton, Minority Healt Coalition of Marion County, pitches in at a Baby First Advocates block party.
The volunteer Baby First Advocates meet monthly to brainstorm new ways to connect with consumers about maternal and child health issues and disparities in outcomes. "The 'consumer' in this case is a friend, neighbor, co-worker, relative, business proprietor, customer-the possibilities are endless," says Matemachani.
The Advocates work with their churches, community centers, beauty salons and other local businesses to further develop ways to educate the community, advocate for change and help refer pregnant women to needed services.
Some activities have included a "block party" that featured clothing and food giveaways, health screenings, health information and activities for children.
During a neighborhood block party, volunteers sack groceries from Gleaner's Food Bank
In addition, the group works actively with churches in communities that have high rates of infant mortality. Advocates have coordinated "SIDS Sundays" by taking SIDS information back to their churches and requesting permission to share it with the congregation via bulletin inserts, an informational display, education during morning announcements, or by conducting a special presentation outside of Sunday services.
The Roles of a Baby First Advocate
- Help refer expectant mothers to needed services. When Baby First Advocates identify a pregnant woman in need of services, they refer her to the Minority Health Coalition of Marion County for further information and direction to the appropriate service providers.
- Distribute educational materials. Advocates are encouraged to distribute IPN's consumer educational materials and to display Baby First posters throughout their communities (i.e. churches, businesses, beauty salons, laundromats and community centers).
- Help educate the community. Working with their churches, daycare centers, nursing homes, schools and community centers, advocates develop relationships that pave the way for educational presentations on Healthy Start topics.
