Washington DC Department of Health Application: Social Marketing Campaign Project

Briefly describe the project or projects in which the students will be involved and how the project (s) relates to health transformation. Note: Students should work on at least one joint project but can work on individual tasks as well.

The goal of the DC Department of Health’s Community Health Administration (CHA) is to improve health outcomes for targeted populations by promoting coordination within the health care system, by enhancing access to prevention, medical care and support services, and by fostering public participation in the design and implementation of programs for District of Columbia women, infants, children (including children with special health care needs) and other family members. The Perinatal and Infant Health Bureau (PIHB), located within CHA, work to improve perinatal outcomes for high-risk pregnant and parenting women, and improve the health and development of their infants into early childhood. The Paired Practica interns will work on two primary projects pertinent to PIHB’s project goals and objectives. Specifically, the interns will develop an education and social marketing campaign to 1) increase the awareness of newborn screening (metabolic and hearing), and 2) reduce smoking and drinking during pregnancy. This will include conducting focus groups with target audiences (pregnant and parenting women, teen mothers, young adults, etc.) to identify barriers that preclude pregnant women from exercising optimal health behaviors, strategies that will effectively reduce smoking and drinking in pregnancy, and opportunities to increase awareness of newborn screening in the District. The campaign will be inclusive of digital and print information (such as fact sheets, a video presentation, etc.) that can be distributed widely in the District. The interns will also plan a Newborn Screening awareness month event for September 2016. The anticipated outcome is that expectant parents will become aware of and demand the necessary tests that their newborns should have to ensure healthy development, and also eliminate unhealthy behaviors that can adversely impact their infant’s health.

List three to five overall project objectives for the joint project that the students will work on and then describe the activities you envision them engaging in to achieve these objectives.

  • By August, 2015, the Paired Practica students will design a statewide education and social marketing campaign to reduce smoking and drinking in pregnancy
  • By August, 2015, the Paired Practica students will design a statewide education and social marketing campaign to increase the awareness of newborn screening

Skills required for project

  • Microsoft word
  • Microsoft Excel
  • Microsoft PowerPoint
  • Literature Review Skills
  • Community Assessment
  • Qualitative Methods (Implementation)
  • Facilitation Skills
  • Synthesis of Information
  • Effective Communication Skills
  • Effective Presentation Skills

Describe the deliverables expected from the “paired practica” team by the end of the summer (even if the project will be ongoing).

Statewide education and social marketing campaign Infographics on smoking in pregnancy in DC Report Card metrics for Women’s Health and Men’s Health report cards present findings to CHA staff