Maternal Alcohol and Marijuana Awareness (MAMA) Campaign
Goal: To design and implement a maternal health campaign to raise awareness and reduce consumption of alcohol and marijuana among pregnant women.
Overview: In 2018, JSI conducted an assessment of New Hampshire women’s perceptions of alcohol and marijuana use. Findings from this research underscored the need for a health campaign aimed at reducing alcohol and/or marijuana use that emphasizes the health of the developing fetus and the autonomy of the pregnant woman. In early 2019, JSI developed a multimedia social marketing campaign—called Today is for me—to reduce alcohol and marijuana use among women of reproductive age. A secondary goal of the campaign is to increase guideline adherence by healthcare providers serving women planning or experiencing a pregnancy.
Results: Since its launch in early February, the campaign has generated 1.9 million impressions among NH women between the ages of 18 and 44 (as of May 31, 2019). Ads have generated over 8,800 engagements including likes, shares, comments, and link clicks across Facebook and Instagram. JSI distributed materials to 150 community partners and will distribute over 500 Provider Toolkits in June 2019.
The campaign won a Silver Award in the 2019 NPHIC Berreth Awards for Excellence in Public Health Communication.
Dates: 2018 – 2019