NCJ Number
144369
Date Published
1992
Length
10 pages
Annotation
To reduce the number of substance-exposed infants born in California, estimated to be more than 70,000 annually, California's Department of Alcohol and Drug Programs sponsored the development, implementation, and evaluation of a statewide media campaign to educate women of childbearing age about the consequences of alcohol and other drug use during pregnancy and breastfeeding.
Abstract
The campaign, launched in May 1991, was developed and implemented in three phases: (1) assessment of the educational needs of women of childbearing age and of existing educational materials and efforts; (2) creation and production of campaign materials; and (3) distribution of materials through a community-based network of health and human service providers. Needs assessment was accomplished through both primary and secondary research methods. Primary research included extensive professional, community, and target audience input, while secondary research involved reviews of existing health education materials, related public education efforts, current literature on drug-related health topics, and effective educational approaches with potential target audiences. Campaign materials included television and radio public service announcements, a toll- free telephone line, and various printed educational materials. More than 500,000 pieces of printed educational materials were distributed during the campaign, much of it by community coalitions committed to preventing perinatal alcohol and drug use. Because the campaign had a beneficial effect in some areas but not in others, continued implementation and further evaluation are warranted.