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 among women of reproductive age and those planning or experiencing a pregnancy.
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 and engage therapeutic cannabis dispensaries in providing clients with accurate health information regarding marijuana/THC use and pregnancy or breastfeeding. The campaign will relaunch in 2020 after evaluation.
Results: The five-month campaign generated over 3.3 million impressions among women ages 18-44 in NH. The campaign’s video ad had a 1.03% click-through-rate, more than double the YouTube channel average. Traffic to the campaign website from organic content generated a 60% longer time spent on the site, 14% lower bounce rate, and almost 300 users spent time with the online Flip Facts Cards, showing high engagement. Facebook paid ads earned a 3.9% engagement rate, 29% higher than the average of comparable campaigns. Since 2019, JSI has distributed over 200 materials packets to community partners and over 1,000 provider toolkits.
The campaign won a Silver Award in the 2019 NPHIC Berreth Awards for Excellence in Public Health Communication.
Dates: 2018 – 2019