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Previously Reported Campaigns
Taken from
Preventing Neural Tube Birth Defects: A Prevention Model and Resource
Guide, these Real World Examples demonstrate how some
programs have planned, implemented, and evaluated their campaigns in
different areas of the United States. Each campaign offers a wealth of
creative ideas and approaches to spreading the message about the
benefits of folic acid and motivating women capable of becoming pregnant
to increase their consumption of vitamin supplements and fortified
foods.
Local Campaign
Efforts
(taken from Preventing Neural Tube Birth Defects: A Prevention Model and Resource
Guide)
One Message
Sent Out Many Different Ways
Onondaga County Health Dept.
Syracuse, NY
Lloyd Novick, MD, MPH
Commissioner of Health Amanda Nestor, MSW, CSW, Program Coordinator
Phone: 315-435-3252 Fax: 315-435-5720
You can develop a far-reaching, innovative folic
acid education program with the aid of numerous community partners. Dr.
Novick’s team enlisted the local chapter of the March of Dimes, many
community organizations, hospitals, pharmacies, schools, grocery stores,
retail stores, medical societies, and managed care organizations. These
organizations provided channels to deliver the folic acid message. Women
in the community had multiple opportunities to hear the message. Such
repetition of a message is an effective way to reach a target audience.
The following is a brief summary of ways in which the various partners
in this program delivered their message:
Media Activities
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Press conferences, news releases, articles
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Public service announcements
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Program representatives appearing as guests on
radio call-in shows
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Program representatives appearing as featured
guests on TV shows
Involvement of Medical/Managed Care
Providers
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Meetings with folic acid as the subject
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Newsletters, articles, letters
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Posters, flyers, pamphlets, buttons, videos
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Prescription pads with folic acid prescriptions
already printed
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Folic acid education requirements as a part of
HMO/PPO contract negotiations
Activities in Pharmacies
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Folic acid brochure with each prescription
dispensed
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Discount coupons for store-brand multivitamins
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Folic acid message incorporated in advertisements
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Distribution of promotional/educational materials
Projects in Grocery Stores
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Folic acid highlighted in articles in weekly
circulars
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Folic acid message incorporated in TV, radio, and
newspaper ads
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Folic acid message printed on grocery bags
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Audio messages on in-store PA/radio systems
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Folic acid ads on shopping carts
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Discount coupons on in-store products containing
folic acid
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Seasonal produce display highlighting folate-rich
fresh fruits and vegetables
Ventures with Women, Infants, and Children
(WIC)
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Posters, buttons, brochures, video, newsletter
messages on folic acid
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Message on WIC check holders
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Farmer’s market coupons for foods rich in folate
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Screening for intake of foods rich in folate •
Displays of folic acid sources
Endeavors in Schools
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Educational training for teachers
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Message included in lesson plans in health and
other classes
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Orange juice served in classes along with a lesson
on folic acid
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Poster contests and displays
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Articles in staff and parent newsletters
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Instructional videos
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Information distributed to student health clinics
in schools and colleges
Projects at Other Sites
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Focus Your
Campaign Around a Celebrated Event
Return to Folic
Acid Campaign
Oklahoma State Department of
Health
Maternal and Child Health Service
Oklahoma City, Oklahoma
Kay Pearson, MS, RD, LD,
Coordinator Birth Defects Registry
Phone: 405-271-6617 Fax: 405-271-4892
Focusing your folic acid prevention campaign around
a well-received, celebrated event such as Mother’s Day, Valentine’s Day,
or Grandparents’ Day brings positive attention to folic acid in your
community. The Oklahoma State Department of Health (OSDH), in
collaboration with the Oklahoma Pharmacists Association and the March of
Dimes Birth Defects Foundation, kicked off its campaign around
Valentine’s Day. On February 10, the OSDH issued a news release
stressing the importance of women taking folic acid before they become
pregnant. The message ended with, “This is a gift we can give ourselves
and future generations of Oklahomans. Happy Valentine’s Day! Folic
Acid—Take it to Heart!”
In March for St. Patrick’s Day, a news release from
the Commissioner of Health, J. R. Nida, MD, reminded all women between
their teens and their forties to take at least 0.4 milligram of folic
acid each day. This message ended with, “This St. Patrick’s Day wear a
green ribbon. You can celebrate St. Patrick’s Day and help the March of
Dimes and the Oklahoma State Department of Health spread the word about
folic acid.” The March of Dimes green ribbon campaign was developed to
raise awareness and support for the prevention of NTDs and treatment of
children with spina bifida. Green ribbons were made available, and
people were encouraged to wear them.
Dr. Nida then proclaimed May, the month in which
Mother’s Day occurs, as Neural Tube Defect Prevention Month in Oklahoma.
Colorful posters, buttons, and pamphlets were mailed to county health
departments in April for use in May. Every pharmacy and many grocery
stores, self-service laundries, physician offices, and other public
locations throughout the state were mailed a poster and educational
Mother’s Day cards. Announcements on grocery bags and billboards were
also prepared. The news release from Dr. Nida in May suggested that
“(t)he ideal gift for women between their teens and forties is a bottle
of multivitamins containing at least 0.4 milligram of folic acid.” He
also encouraged women to take this vitamin daily, even if they were not
planning to become pregnant, since half of all pregnancies are not
planned.
Other suggested promotional ideas included:
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Holding a “Happy Mother’s Day! Folic Acid—Make It
A Habit” raffle drawing, and giving away a one-year supply of
multivitamins containing 400 micrograms of folic acid to women in the
community.
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Giving a one-year supply of multivitamins with
folic acid to all women getting married.
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A
Low-Budget Campaign Well-Planned From Beginning To End
Return to Folic
Acid Campaign
Region 1 Perinatal Coordinating
Council
Abingdon, Virginia Buckey Boone, BA
Kristin Broome, MPH
Phone: 540-676-4501 Fax: 540-676-0512
Southwest Virginia’s Folic Acid campaign was
initiated by the Region 1 Perinatal Coordinating Council (RPCC) and
funded by the March of Dimes, Virginia Chapter. Public education
activities were designed to increase awareness and promote behavior
changes concerning folic acid intake. Educational materials were tested
for readability and pretested for an effective and appropriate message.
The main message stated, “Spread the Word: Folic Acid Prevents Birth
Defects.” Consumption of a daily multivitamin was emphasized in the
campaign, and a diet high in folic acid was discussed often. Following
is a list of campaign activities:
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A banner designed for local health departments.
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Training for health departments and rural health
clinic staff.
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A “Health Tip” focus on folic acid in hospital and
pharmacy newspaper ads.
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A conference focused on folic acid and perinatal
nutrition with guest speaker, Dr. Godfrey Oakley, from CDC.
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Initiation of the March of Dimes Green Ribbon
Campaign.
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A news conference for all media.
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Public service announcements produced by local
theater students.
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Posters and brochures produced and distributed by
local nursing students and volunteer organizations.
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Radio and TV interviews introducing the folic acid
message.
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A TV community calendar displaying folic acid
activities.
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A one-day campaign in nine grocery stores to
distribute information cards, green ribbons, and flyers and to display
banners and labels for food high in folic acid.
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Presentations and folic acid information packets
were provided to teachers in all schools from the fifth grade through
the college level, including vocational schools. Packets contained
folic acid and neural tube defect information, pre- and post-tests,
lesson plans, enrichment activities, the campaign’s video PSA, and a
display board.
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A display board designed for use at health and
county fairs, schools, and conferences.
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Local pharmacies and pharmaceutical companies
provided samples of multivitamins.
This campaign ended in January 1998. A random
telephone sample pre- and post-test survey of the target population was
conducted to show the campaign’s effectiveness. The evaluation results
showed a 23% increase in folic acid awareness, a 20.1% increase in
knowledge about folic acid and its benefits, and an 11% increase in
folic acid use among the target population over a one-year period.
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See Results
From a Long-Term Commitment to NTD Prevention
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Utah Department of Health
Disabilities
Prevention Program
Salt Lake City, Utah
Marcia Feldkamp, PA, MSPH, Epidemiologist
Frederick I. White, Ed.D, Program Manager
Phone: 801-538-6953 Fax: 801-538-9448
In January 1995, Utah’s Folic Acid Educational
Campaign held planning sessions on how to increase awareness among women
in their childbearing years. Statewide education was initiated in
January 1996 in conjunction with the Mothers’ March of the Utah Chapter
of the March of Dimes. Volunteers went house to house throughout the
state to request donations, discuss folic acid, and leave brochures on
folic acid. Public service announcements were broadcast statewide on TV
and radio. A fact sheet, poster, and newsletter articles were created,
along with a bookmark targeting women who were not contemplating
pregnancy but who were capable of becoming pregnant.
The second year of the campaign (1997) focused on
educating health care providers (in addition to women of childbearing
age) about the use of folic acid and the importance of consuming this
vitamin prior to conception. Brochures were sent to health care
providers and health care clinics in Utah. Folic acid fact sheets and
bookmarks were provided to marriage license bureaus, and articles were
provided to employers for inclusion with employee paychecks. Bookmarks
and posters continued to be distributed statewide to bookstores,
libraries, family planning clinics, community clinics, and local health
clinics as well as to speakers and organizers of community events, such
as health fairs.
In addition to the various state health department
agencies involved, several community and state partners participated in
getting the message out. The Spina Bifida Association, the March of
Dimes, the University of Utah Health Sciences Center, the Utah
Broadcasting Association, Kinkos Copying Center, bookstores, Planned
Parenthood clinics, and marriage license bureaus, as well as private
businesses contributed to the effort.
In the first year and a half that Utah’s Folic Acid
Educational Campaign existed, the percentage of women aware of the
benefits of folic acid increased from 38.5% to 47.1%.
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Collaborate in New Ways
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Georgia Folic Acid Task Force
Spina Bifida Association of Georgia
1448 McClendon Drive
Decatur, GA 30030
Phone: 404-636-6212 Fax: 404-636-6543
In 1998, the Georgia Folic Acid Task Force conducted a two-week
educational campaign that began with the March of Dimes Walk America Day
and concluded with Mother’s Day. The Task Force planned and implemented
several activities to promote the consumption of folic acid by all women
of childbearing age:
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Georgia Governor Zell Miller
proclaimed May as “Folic Acid Month.”
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Task Force members hand-delivered
press kits to radio and television stations throughout the state.
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At many of the 25 March of Dimes Walk
America sites, volunteers wore shirts bearing the campaign message,
“Folic Acid: A Vitamin for Life,” and staffed display tables with
folic acid brochures and posters. Some walk-site tables had special
events. One site distributed orange juice samples provided by the
Florida Department of Citrus; another site held cooking demonstrations
with folate rich foods.
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Additional volunteers set up 112
community display tables throughout Georgia. WIC Clinic and Women’s
Health employees, FHA (Future Homemakers of America) groups, and high
school students in family and consumer science classes staffed these
tables and helped publicize the campaign message.
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Task Force members displayed folic
acid information and gave speeches at professional conferences.
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The Georgia Unit of Teleflora (a
floral delivery wire service) encouraged member florists to enclose a
folic acid message with each Secretary’s Day and Mother’s Day
arrangement. The Task Force designed and supplied the business-size
cards with the folic acid message. Florists also received a folic acid
fact sheet, a Task Force fact sheet, a campaign press release, a
stamped evaluation post card, and a campaign endorsement memo from the
Georgia Teleflora leadership.
As plans for the campaign progressed,
some family and consumer science teachers decided to include messages
and projects related to folic acid in their curricula. When the Task
Force requested volunteers to staff community display tables during the
two-week campaign, the family and consumer science teachers encouraged
students to participate. Students at one high school staffed folic acid
tables at their local grocery store and plan to enter their display in
the regional FHA competition. The students will participate in the
“Illustrated Talk” area of the competition. They will give a speech
about folic acid and demonstrate how they shared this information with
their classmates and community. By taking part in the campaign and the
competition, students learned about and spread the word regarding the
importance of folic acid. High school-age women are a very important
target for the folic acid message.
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Start
Young: A School Intervention
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Puerto Rico Department of
Health
Idalina Montes-De Longo, MD
PRDH, Folic Acid Campaign Coordinator
PO Box 70148 San Juan, Puerto Rico 00936
Phone: 787-758-1836 Fax: 787-758-1836
Puerto Rico has a higher incidence of NTDs than most
areas of the United States. In 1994, the Puerto Rico Department of
Health (PRDH) began planning an island wide campaign for the prevention
of NTDs. A public policy statement was issued encouraging the use of
folic acid in all women of childbearing age from 10 years to 50 years.
The PRDH developed a network of partners to support the campaign.
Beginning in 1995, the following activities were initiated:
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A data collection system was
established to track the occurrence of NTDs.
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Audience-appropriate educational
materials (brochures, a video, slide show presentations, folders of
information, buttons, and a poster) were designed and distributed.
Health professionals received their supplies through training sessions
and seminars. Women of childbearing age acquired the educational
materials at training sessions, health fairs, and places women on the
island frequent, such as grocery stores and pharmacies.
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Partnerships were developed with:
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2000 health and education
professionals were trained to educate women about folic acid.
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Miss Puerto Rico 1996 became a
spokesperson for the folic acid campaign and participated in a public
service announcement that has been shown in theaters island wide.
Also, young adults with spina bifida have been actively involved with
spreading the prevention message.
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A self-administered questionnaire,
including questions from the BRFSS in Appendix G, was created to
evaluate the effectiveness of the campaign.
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Folic acid tablets were distributed
to medically indigent, reproductive-age women.
More than 63,000 babies are born annually in Puerto
Rico. Seventy percent of pregnancies are unplanned, and approximately
20% of the live births occur in women 19 years or younger. Aware of a
higher incidence of NTD affected pregnancies in younger women, the
campaign committee collaborated in a special partnership with the
Department of Education. Together, the partners planned three strategies
to deliver the folic acid message to girls and young women. The first
strategy was to include the folic acid message in the school health
curricula at the elementary, intermediate, and high school levels. Now
all female students in the public school system are educated about the
need for daily folic acid supplements. The second strategy was to
involve the school nutritionists to increase the amount of food folate
in school lunches. As a result, folate-rich menus are offered at all
school lunch programs in the island’s public schools. The third strategy
was to train adolescent peer leaders to spread the word. These peer
leaders have interacted not only with members of their own grade levels,
but those of other grade levels in their schools, too. They have also
visited other schools in their districts to share information about the
importance of folic acid.
Evaluation of this campaign demonstrated that the
percentage of women who knew about the importance of taking folic acid
increased from 49% in 1996 to 62% in 1997. Further program evaluation is
being done as the campaign continues.
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Possibilities for Direct Folic Acid Supplementation and
Evaluation in Family Planning Clinics
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Georgia Department of Human
Resources
Division of Public Health Women’s Health
Section Family Planning Program
Arminda Hicks, RN-C, NP, Director
2 Peachtree St., 10th Floor Atlanta, GA 30303
Phone: 404-657-3139 Fax: 404-657-3152
The Family Planning Program of the Georgia
Department of Human Resources along with the Spina Bifida Association of
Georgia, the Georgia Chapter of the March of Dimes, and the Centers for
Disease Control and Prevention developed and organized an NTD prevention
campaign for public health departments in Georgia. Components of the
campaign include:
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A survey of women’s knowledge,
attitudes, and behaviors about the prevention of NTDs with folic acid
before they received education in the health departments.
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Educational brochures, posters,
videos, and refrigerator magnets.
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Distribution of three-month supply of
folic acid supplements and scheduled follow-up visits.
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A reassessment survey of women’s
knowledge, attitudes, and behaviors about the prevention of NTDs with
folic acid and an offer of an additional three months supply of folic
acid supplements at each follow-up visit.
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The measurable outcomes of this folic
acid supplementation project are:
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The number of clients consuming an
adequate amount of folic acid daily.
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The number of clients given folic
acid.
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The number of clients continuing to
take folic acid for a 12-month period.
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Changes in clients’ knowledge about
the benefits of folic acid.
Program personnel also gathered information about
the reasons women do not consume adequate amounts of folic acid and
about barriers to changing behavior. In addition, there are plans to
obtain blood folate measurements from a sample of these women. These
measurements could assess changes in women’s use of folic acid
supplements.
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Date: July 27, 2005
Content source: National Center on Birth Defects and Developmental
Disabilities
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