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» Maternal and Child Health Program

Los Angeles County Department Of Health Services
Maternal/Child Health Program


Objective
.
 Develop a media and advertising campaign targeting the minority
communities within Los Angeles County discussing the importance of prenatal care.
.
 Work in collaboration with community coalition advisory
committee to develop a media plan with appropriate messages.
.
 Conduct advertising in mainstream and minority markets using
radio, outdoor, and print media.
.
 Develop and purchase bulk incentives/promotional items.
.
 Increase the number of families going to Public-Private Partnership
(PPP) sites for primary care services.


Implementation
.
 Produced advertisement materials and radio spots for the campaign.
- English
- Spanish
- Thai
- Cantonese
- Hmong
.
 Conducted a press conference to unveil media campaign.

Target Audiences
.
 Low-income expectant women in Los Angeles County.
Secondary Audience: Partners & caretakers of expectant women.

Results
.
 Outdoor:

Campaign Name:
 “Superbabies”
Headline:
 “Get Prenatal Care Now.
You Can Have A Healthy Baby.
Call 1-800-4-Baby-N-U”
Visuals:
 A Hispanic, African American, Asian & Caucasian baby were dressed in superman outfits flying over the Los Angeles skyline informing expectant mothers about the importance of prenatal care.
.
 Broadcast

Radio
-The radio spot featured an interview with the a SuperBaby on
  the importance of prenatal care.

English Mediums:
- billboards
- one :60 radio spot

Spanish Mediums:
- billboards
- one :60 radio spot
- quarter page ad
- king size bus posters
- interior bus cards

Asian Pacific Languages
- billboards
- quarter-page ads
- half-page ads
- :60 radio spots
.
 Media Relations
Conducted a press conference that included the participation of:
- Yvonne Brathwaite Burke, Los Angeles County Supervisor
- Dr. John Schunhoff, director of Public Health Programs and
  Services, LACDHS
- Dr. Jacqueline Long, Watts Health Foundation
- Mothers who had received prenatal care through county PPP
   sites
.
 Media that attended press conference:

Print
China Press
La Opinion
Latin Publications
Chinese Daily News
Newkhaosod News (Thai)
L.A. Times
Eastern Group Publications
Sereechai Newspaper (Thai)
Sing Tao Daily (Chinese)

Television
KABC Channel 7
Fox Channel 11
KCAL Channel 9
KNBC Channel 4
UPN Channel 13
KVEA Channel 52 (Spanish)
ECO News Channel 22 (Spanish)

Radio
KFWB
KNX-AM
Sino Cast Broadcast (Cantonese)

Published Articles
Print
ACC Church & Community News
China Press
Chinese Daily News
Daily News
Eastern Group Publications
Glendale News Press
L.A. Bay News Observer
La Opinion
Latin Publications
L.A. Times
Newkhaosod News (Thai)
Santa Monica Outlook
San Fernando Bay News Observer
Sereechai Newspaper (Thai)
Sing Tao Daily (Chinese)

.
 Community Outreach
- LACDHS received an increase of over 900 calls to the 800 number requesting referrals for PPP sites administering
prenatal care.

- Promotional materials were developed and distributed to PPP sites throughout the county
t-shirts
water bottles
bags
picture magnets

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