PROQUEST DTG-Using Social Media to Disseminate Public Health Campaigns Around Maternal/Child Health and Chronic Diseases

Williams-Pate, Kyanna (2019) PROQUEST DTG-Using Social Media to Disseminate Public Health Campaigns Around Maternal/Child Health and Chronic Diseases. Masters thesis, UNIVERSITY OF PITTSBURGH.

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Abstract

In the United States (U.S.), maternal and child health issues and chronic diseases are a public health issue affecting a large proportion of the population. Infant mortality rates are higher than in many developed countries and maternal mortality is increasing. Further, many women do not have access to prenatal health information and care, and children do not have access to necessary health care to ensure positive maternal and child health outcomes. Additionally, chronic diseases such as cardiovascular disease, cancer, and diabetes are among the top causes of mortality in the U.S., with cigarette smoking, overweight, and obesity as related risk factors. The Allegheny County Health Department, serving western Pennsylvania, conducted a county-wide Community Health Assessment beginning in 2014 to identify health priorities. Results showed that maternal/child health and chronic diseases are among the top five health issues. The Allegheny County Health Survey was then conducted to provide additional data regarding the health priority areas. Disparities in poor maternal/child health outcomes are related to race and geography, with Black mothers less likely to get prenatal care, Black infants more likely to be born preterm and/or with low birth weight, and suburban women more likely to intend to breastfeed than urban women. Disparities in chronic diseases are related to education and income. Individuals without a high school diploma and individuals with an income less than $15,000 were more likely to have a chronic disease in the county. v The Allegheny County Health Department created health equity briefs to highlight the disparities and suggest action items, then developed a related social media campaign to increase the availability of health information and increase understanding of health disparities in Allegheny County. The campaign will consist of short videos posted on Facebook, Instagram, and Twitter, that provide clear calls to action and refer users to resources in Allegheny County. Targeted and inclusive health education materials need to be promoted and available where all people can access the information. Social media was chosen for dissemination because messaging can be targeted to specific populations, can be designed to be more inclusive of people with various education and income backgrounds, and is widely available.

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