The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #62107

Tamarra C. Jones, MPH, CHES¹, Barbara Rosen, MA¹, Victoria Lombardo, RN¹, RoWandalla Dunbar, MPH¹, Amy Myerson, MA², Mike Prelip, DPA, MPH³, and Deborah C. Glik, ScD⁴. (1) March of Dimes, Inland Empire Division, March of Dimes, 3600 Lime Street #521, Riverside, CA 92501, 909-341-0903 ext 26, tjones@marchofdimes.com, (2) Department of Community Health Sciences, Department of Community Health Sciences, UCLA, P.O. Box 95-1772 School of Public Health, Los Angeles, CA 90095, (3) Department of Community Health Sciences, UCLA, University of California Los Angeles, P.O. Box 95-1772 School of Public Health, Los Angeles, CA 90095, (4) School of Public Health, University of California Los Angeles, Community Health Sciences, P.O. Box 951772, Los Angeles, CA 90095-1772

Alcohol and drug use during pregnancy continues to be a major cause of negative birth outcomes. Intrauterine growth retardation, premature birth, low birth weight, infant death, mental retardation, and behavioral problems are just a few of the consequences associated with prenatal substance use. Yet, the consequences of prenatal drug exposure are preventable. In San Bernardino County, California, nearly 15% of women have used alcohol and/or drugs during their pregnancy. The March of Dimes narrowcasting poster campaign was developed to address the high rate of alcohol and drug use during pregnancy. Posters were developed in collaboration with community members via 12 focus group sessions. The campaign goal is to increase knowledge and awareness about the consequences of substance use during pregnancy. Distribution of the narrowcast posters targeted zip code areas within San Bernardino County that have the poorest birth outcomes. Pre-intervention survey results revealed that community education is needed to increase awareness regarding the repercussions of perinatal drug use. The implications of this project for public health education include developing effective ways to communicate health messages and identifying techniques to promote community involvement.

Learning Objectives:

Learning Objectives: At the conclusion of the session, participants will be able to:
• List 4 major steps in developing a narrowcasting campaign
• List at least 3 essential components of a narrowcasting health message
• Understand at least 4 potential lifelong consequences to prenatally substance exposed infants

Keywords: Alcohol Use, Pregnancy

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.