Bonnevie E, Rosenberg SD, Goldbarg J, Ashley-West A, & Smyser J. (2021). Building Strong Futures: The Feasibility of Using a Targeted Digital Media Campaign to Improve Knowledge About Pregnancy and Low Birthweight Among Black Women. Maternal and Child Health Journal, 25(1), 127–135. https://doi.org/10.1007/s10995-020-03068-1
This article reports the campaign methods for a digital intervention targeting Black women in one Florida county to promote positive pregnancy-related knowledge and attitudes related to low birthweight. The Strong Beautiful Future campaign was tailored toward Black women around a reproductive empowerment lens. Content focused on emphasizing healthy pregnancy-related behaviors (prenatal care, nutrition, weight gain, and birthweight) and creating positive representations of Black women throughout the pregnancy stages, using images and videos. Content was posted 5-7 times each week on Instagram, Facebook, and Twitter for 2 years and digital ads and local social media influencers were used to promote the campaign. Researchers measured campaign engagement through digital metrics. After two years of campaign implementation, social media accounts had 1784 total followers, with most on Facebook (n=920). In the two years, on a monthly average, Facebook had the highest number of times the content was displayed, but Instagram showed highest level of engagement (number of likes, comments, shares, views and clicks). Three cross-sectional surveys were conducted online over the study period to examine Black women’s pregnancy-related knowledge, attitudes, and behaviors. Findings showed a non-significant increase in knowledge about prenatal care, weight gain, exercise, and health impacts of low birthweight. Overall, this study highlights how a targeted digital campaign to providing health information is feasible in reaching Black women in targeted locations.