PKIDS Communications Made Easy- Social Marketing: A Well Informed Mom

Methicillin-resistant Staphylococcus aureus (MRSA) is a potentially dangerous type of staph bacteria resistant to certain antibiotics and may cause skin and other infections.  It causes 59% of skin infections in the country.  CDC Foundation and Porter Novelli used extensive qualitative and quantitative research and CDC’s leading science to develop and implement “A Well-Informed Mom.”  This research led to an unexpected and deeply targeted approach resulting in a particularly effective campaign. “A Well-Informed Mom” became a multi-faceted initiative to educate low-income moms through valued sources of health information: health care providers and other moms.  At the campaign’s conclusion, four in ten moms (42%) had heard of the campaign and these moms were significantly more likely to know the signs of an MRSA skin infection, when to seek treatment, and how to prevent its spread. Results were even more profound among African-American moms.  This campaign provides a model for synthesizing qualitative and quantitative research and scientific evidence to develop a campaign effective at increasing knowledge and correcting misperceptions surrounding an important health topic, which will be the focus of the session.

Jana Leigh Thomas is a senior vice president and the director of health and social marketing at Porter Novelli.   With more than 17 years of experience in social marketing, health education and grassroots communications, Jana specializes in the development, implementation and evaluation of integrated campaigns. At Porter Novelli, she has worked in the development of child and parent-focused campaigns for CDC, including the award-winning Learn the Signs. Act Early. Campaign.  Additionally, she leads Porter Novelli Public Services’ work with CDC’s National Center on Birth Defects and Developmental Disabilities, assisting in the research, strategic planning and communications support for programs in pre-conception care, identifying developmental delays and living with disabilities.  In addition to her professional accomplishments, she has been a member of the board for Safe Kids’ Georgia, a coalition-based program that seeks to reduce injury among children birth through age 14; is a member of Leadership Atlanta’s Class of 2011; and serves on the board of the Georgia Budget and Policy Institute.

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