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Stephen M. Abelman, MBA, Education and Health Promotion, March of Dimes, 1275 Mamaroneck Ave., White Plains, NY 10605, 914-997-4226, sabelman@marchofdimes.com, Irene Tzeng, National Partners Program, March of Dimes, 1275 Mamaroneck Ave., White Plains, NY 10605, Gail Cureton, Director, Marketing Communications and Public Relations, Zeta Phi Beta Sorority, Inc., 1734 New Hampshire Ave. NW, Washington, DC 20009, and Constance Hendricks, PhD, RN, Z-Hope Chair, Zeta Phi Beta Sorority, 7894 A Jefferson Place Boulevard, Baton Rouge, LA 79809.
Objective: To expand the reach of a public health message to high-risk communities through a faith-based forum
Background: In January 2003, the March of Dimes (MOD) launched its National Prematurity Campaign with the goals of 1) raising awareness of the common, serious and costly problems of preterm birth and 2) decreasing the rate of preterm birth by 15% by the end of 2007. African-Americans experience twice the rate of preterm births as the general population and thus are a key target for the message. One of the key strategies for communicating this message was Prematurity Awareness Day (PAD) on November 18, 2003.
Zeta Phi Beta Sorority (Zetas) is an international sorority whose membership are predominantly African-American, with more than 100,000 initiated members. MOD and the Zetas have been collaborating since 1971. This relationship has developed a prenatal education program aimed at low-income women. The Zetas decided to expand this relationship by creating "Zeta Prematurity Awareness Sunday" and targeting churches in their communities.
Method: The Zetas targeted 50 cities specifically for this program. They adapted MOD materials created for use in faith-based communities including a letter to, and short script for, the pastor or church member, items for the church bulletin/newsletter, and distributed over 20,000 information cards on the signs and symptoms of preterm labor. Local Zeta chapter members coordinated activities with their church communities.
Results: Although the Zetas are still compiling information, at this time, 120 Zeta chapters reported activities in 348 congregations reaching 125,000 people.
Learning Objectives:
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.