In an effort to improve birth outcomes in Southeastern and Southern Wisconsin through the application of social marketing, the Wisconsin Department of Health Services funded New Concept Self Development Center, Inc. and Ms. Lorraine Lathen, Executive Director of Jump at the Sun Consultants, LLC, to implement the ABCs for Healthy Babies project. The goal of ABCs for Healthy Babies was to design and implement focus-group research that would lead to the development of a social marketing campaign, influencing the infant mortality epidemic in a way that mobilizes community action. Under this project, 18 focus groups with 138 African American women, fathers, and grandmothers were conducted in Milwaukee, Racine, Beloit, Kenosha, and Madison/Dane County.
ABCs for Healthy Babies: A Social Marketing Campaign for Eliminating Racial and Ethnic Disparities in Birth Outcomes in Southeastern and Southern Wisconsin. Final Report on Concept and Message Testing in Milwaukee, Beloit, Racine, Kenosha, and Madison/Dane County. (PDF, 3062 KB) (March 2009)
Examples of Recruitment Materials
- We still need your help: Racine (PDF, 334 KB)
- We need your help: African American fathers (PDF, 673 KB)
- We need your help: African American mothers/pregnant women (PDF, 1,633 KB)
- We need your help: African American community (PDF, 963 KB