First Step Campaign Development

The cornerstone of Foundation community outreach activities is the First Step Campaign, an award-winning, multi-faceted program that promotes the importance of healthy lifestyles before, during and after pregnancy.

Background

• In 2008, North Carolina's infant death rate remained unacceptably high at 8.25 deaths per 1,000 live births* (1,066 total), well above the provisional 2007 national rate of 8.5 deaths per 1,000 live births.
• In North Carolina, the leading causes of infant death can be linked directly to the mother's health, and include:
  • Preterm birth (baby born before 37 weeks gestation)
  • Low birthweight (baby born less than 2,500 grams or 5 lbs, 8 oz.)
  • Birth defects/congenital anomalies
  • Sudden Infant Death Syndrome (SIDS)
  • Respiratory conditions
• Reductions in the state's infant mortality rate will likely result from positive lifestyle and behavior modifications, including proper nutrition, prenatal care, reduction of stress and smoking cessation.

Goals

To improve the health of mothers and babies, and to reduce infant death, disease, and disability in North Carolina by increasing public understanding and awareness of factors that contribute to infant mortality and morbidity. Specifically, the program aims to:

• Increase public awareness of infant mortality in North Carolina
• Promote the importance of healthy living, before, during and after pregnancy
• Link target audiences to available resources
• Engage health and social service professionals and their organizations, coalitions, businesses, community groups, religious communities, and state and local leaders

Audiences

• Men, women and families statewide
• Health, social service professionals, and community workers across the state

Campaign Activities

• First Step is comprised of several specialized public health campaigns that address the complexities of infant mortality and morbidity including the Minority Infant Mortality Reduction Campaign and the N.C. Back to Sleep Campaign for SIDS Risk Reduction.
  
• Messages are primarily communicated through the development and distribution of educational materials focused on pregnancy and prenatal issues, pre-conceptional health, infant care, child development, and parenting skills.
  
• Campaign topic areas are identified by the N.C. Division of Public Health, Women's and Children's Health Section, review of published research findings, and statistical information collected by the N.C. State Center for Health Statistics.
  
• Materials are distributed free of charge via the Foundation Web site, mass-mailings, through professional exhibiting and conference opportunities and in response to catalog orders.

*North Carolina State Center for Health Statistics

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