P-OBS-RN-068 A Social Marketing Campaign to Increase Awareness of the Importance of Prenatal Care and Where to Access Care among Winnipeg’s Inner-city Women

Abstract

(physicians, midwives, nurses, social workers). Themes included better understanding of other programs, improved communication between programs, benefits of team work, and positive changes in service delivery (e.g., more accessible and convenient). Conclusion: The PIIPC project reduced barriers to care and facilitated communication between providers and programs, resulting in improved use of PNC by inner-city women. P-OBS-RN-068 A SOCIAL MARKETING CAMPAIGN TO INCREASE AWARENESS OF THE IMPORTANCE OF PRENATAL CARE AND WHERE TO ACCESS CARE AMONG WINNIPEG’S INNER-CITY WOMEN M. Heaman University of Manitoba, 89 Curry Place, Winnipeg, Manitoba, R3T 2N2, Canada Z.M. Chang, L. Merrill, L. Mutch, L. Tjaden Objectives: To describe and evaluate the components of a social marketing campaign implemented as part of the Partners in InnerCity Integrated Prenatal Care (PIIPC) project in Winnipeg. The goal of the campaign, “This Way to a Healthy Baby,” was to increase inner-city women’s awareness of the importance of prenatal care (PNC) and where to access care. Study Methods: The campaign consisted of development of key messages and a logo for branding, followed by creation of a website, posters, pamphlet, phone line, radio advertising, pregnancy passport, and animated video posted on a Facebook page and available on YouTube. The campaign was evaluated through a questionnaire administered to 89 PIIPC clients, interviews with clients and health care providers, and tracking usage of the website, phone line and Facebook. Results: The evaluation revealed certain social marketing strategies were more effective than others. Women reported seeing and being influenced most frequently by posters/pamphlets providing information on PNC sites and bus shelter posters mapping the nearest site to obtain PNC. Radio ads had little impact. There were 909 unique visitors to the ThisWaytoaHealthyBaby.com website from February 2013 to October 2015. From May to October 2015, there were 191 unique users who liked the Facebook page, and 6,863 engagements and interactions (likes, shares, comments). The video advertisements placed in Facebook newsfeeds were an effective method of distributing the key messages, with 201,000 video views. Conclusion: Involvement of stakeholders, recognizable branding, consistent key messages, and a multi-faceted approach contributed to the effectiveness and reach of the campaign. O-OBS-RN-084 QUANTITATIVE EVALUATION OF THE PARTNERS IN INNER-CITY INTEGRATED PRENATAL CARE PROJECT M. Heaman University of Manitoba, 89 Curry Place, Winnipeg, Manitoba, R3T 2N2, Canada L. Tjaden, Z.M. Chang, M. Morris, M. Helewa, L. Elliott, M. Moffatt, W. Sword, D. Kingston Objectives: Our previous research demonstrated high rates of inadequate prenatal care (PNC) among women in inner-city Winnipeg and identified barriers to use of PNC. Building on these findings, service providers, policy makers, and researchers collaborated to develop the Partners in Inner-city Integrated 488 l MAY JOGC MAI 2016 Prenatal Care (PIIPC) Project with the goal of reducing inequities in use of PNC. The objective of this quantitative component of the larger mixed-methods study was to compare use of PNC to a comparison group. Study Methods: A descriptive comparative design was used. Data were collected from chart reviews of 186 women participating in PIIPC from 2012 to 2015, and questionnaires administered to 89 of these women. The retrospective comparison group consisted of 202 women with inadequate PNC living in the same inner-city neighborhoods who received usual care prior to implementation of PIIPC. Data were analyzed using SPSS. Results: The majority of women in both PIIPC and comparison groups were single, low income, and Indigenous, with low education and high rates of substance use. Based on chart reviews, 74.6% of PIIPC clients had 5 or more PNC visits compared to 7.4% of the comparison group, and the preterm birth rate was lower in PIIPC group (10.5%) than comparison group (14.4%). Based on questionnaires, 60.8% of PIIPC clients initiated PNC at 24h) (RR 0.72; p<0.001), and caesarean section (RR 0.59; p<0.001). There was no difference in rates of pregnancy-induced hypertension, preterm birth, major anomalies, and asphyxia between the two groups. Conclusion: Adolescents had better maternal and obstetrical outcomes, while neonatal outcomes were comparable between groups. Our study highlights disparities in socio-economic characteristics and health behaviors, reinforcing the value of a targeted multidisciplinary approach for the pregnant adolescent.