Black Infant Health Community Council

1. Black Infant Health Community Council Grassroots Social Marketing Campaign Community Foundation – Young Philanthropists Northeast Florida Healthy Start Coalition, Inc.

2. Social Marketing Project • Identified as need by front-line community staff (Magnolia, Azalea, HOTLL Projects) • Staff develops plan to raise awareness in community most impacted by IM • JCCI Infant Mortality Study recognized need: Recommendation 15 • Project funded by CF – Young Philanthropists (NEFHSC & BIHCC)

3. Black Infant Health Community Council • Organized by NEFHSC as part of statewide effort (HB 1269) to engage community in addressing IM disparities. • BIHCC has more than 35 active members. • Members meet monthly to implement yearly action plan. • Advocacy & Community Education Subcommittee • Professional Education Subcommittee • Philanthropy & Community Mobilization Subcommittee

5. First Step: Social Marketing Agency • Request for Proposal sent to all Jacksonville & surrounding area communication firms. • 15 firms submitted proposals • All firms were scored by Selection Committee • Top 4 firms presented campaign ideas

6. Creation of Marketing Materials O. Communication & Armstrong Design Group • Drafted campaign messaging with more than 95 community residents through focus groups, surveys & questionnaires at outreach events, health fairs, flea market & jail. • Materials created: • Brochure • Women’s Passport • Magnet • Men’s Passport • T-Shirts • Invitation & Flyers for Events

7. Message Selected

8. Brochure: Front & Back

9. Magnet Women’s Passport Insert

10. Men’s Passport – 4 Page Booklet

11. Mass Media Advertising • Television & Radio (Infant Mortality Month) • 93.3 WJBT & V101.5 • The Morning Show & Good Morning Jacksonville • Daily Billboard • Hollywood & Regency Movie Theatres • Publicity: • Jacksonville Free Press • Jacksonville Advocate

12. Infant Mortality Awareness Month September: National Infant Mortality Awareness Month • Infant Mortality Awareness Month • Created by the National Office of Minority Health • Tonya Lewis Lee, national spokesperson for infant mortality, was in the Jacksonville area for two of the awareness events. • Two communitywide and multiple targeted grassroots awareness events were hosted in Jacksonville.

13. Tonya Lewis Lee & National Office of Minority Health “A Healthy Baby Begins with You” Campaign • Raises awareness about infant mortality with an emphasis on the African American community – as one of their efforts to end health disparities among racial & ethnic minorities. • Tonya Lewis Lee is the national spokesperson for the campaign and a mother, attorney & wife of well-known director, Spike Lee.

14. Color Our World – Color Our Future September 17, 2009 / Wolfson Children’s Hospital • It is important to educate the affected neighborhoods, but the entire Jacksonville community needs to be aware of the issues plaguing our community. • Sleep-related deaths are a leading cause of death for older infants (28-365 days old) & is also the most preventable. • The physical environment children live in has a direct impact on their health. • Too many babies are born too early and too small.

15. The Azalea Project Participant Involvement • Azalea Project is a prevention program that focuses on families affected by substance abuse. • Ten participants painted pots used as centerpieces at the kick-off event held at Wolfson Children’s Hospital.

16. Color Our World – Color Our Future

17. Color Our World – Color Our Future 2009 Infant Mortality Awareness Month • Sponsored by Wolfson Children’s Hospital • National Office of Minority Health • “A Healthy Baby Begins With You” Campaign • Tonya Lewis Lee • Attended by more than 100 people. • Judges • Healthcare Professionals • Nonprofit Leaders • Church Leaders • Social Organization Volunteers

18. Color Our World – Color Our Future

19. Color Our World – Color Our Future

20. Color Our World – Color Our Future