Healthy Birth Outcomes:
Eliminating Racial and Ethnic Disparities
ABCs for Healthy Babies Project
In an effort to improve birth outcomes in Southeastern and Southern Wisconsin
through the application of social marketing, the Wisconsin Department of Health
Services funded New Concept Self Development Center, Inc. and Ms. Lorraine
Lathen, Executive Director of Jump at the Sun Consultants, LLC, to implement the
ABCs for Healthy Babies project. The goal of ABCs for Healthy Babies was to
design and implement focus-group research that would lead to the development of
a social marketing campaign, influencing the infant mortality epidemic in a way
that mobilizes community action. Under this project, 18 focus groups with 138
African American women, fathers, and grandmothers were conducted in Milwaukee,
Racine, Beloit, Kenosha, and Madison/Dane County.
Final Report
ABCs for Healthy Babies: A Social
Marketing Campaign for Eliminating Racial and Ethnic Disparities in Birth Outcomes
in Southeastern and Southern Wisconsin. Final Report on Concept and Message
Testing in Milwaukee, Beloit, Racine, Kenosha, and Madison/Dane County.
(PDF, 3062 KB) (March 2009)
Examples of Recruitment Materials
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Last Revised:
November 05, 2009
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