Well-Informed Social Marketing to Reach Well-Informed Moms: Using Audience Research to Target Low-Income Mothers with Information On MRSA

Background: “A Well-Informed Mom” – Educating Moms on the Signs of MRSA.  Using extensive qualitative and quantitative and CDC’s leading science, Porter Novelli and the CDC Foundation implemented a multi-faceted campaign to educate low-income moms through valued sources of health information: health care providers and other moms.  At the campaign’s conclusion, 42% of moms 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. 

Program background:  Porter Novelli’s HealthStyles survey informed audience segmentation and program planning, as well as established a baseline measure of awareness and knowledge. Additionally, the in-house research team conducted four focus groups with low income Caucasian and African American moms. This research revealed vital insights that helped target low-income moms, direct campaign message, and guide campaign strategy. The “well-informed mom” platform was built on the “mother as a protector” theme that testing revealed would engage and empower moms to know the signs of MRSA and seek treatment, without creating unnecessary alarm.  The campaign launched with a multi-faceted media program targeting a wide variety of influencers that moms rely on for information, focusing on traditional media sources, social media, mobile channels, and other key influencers.

Evaluation Methods and Results:  Post-campaign assessment using HealthStyles revealed significant increases in knowledge among the target audience. Four in ten moms (42%) 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:

• Twice as many moms aware of the campaign knew the signs of an MRSA skin infection and when to seek treatment (43% aware vs. 19% unaware).
• 80% of moms aware of the campaign knew that how to prevent spread of MRSA, compared to 67% of moms unaware of the campaign.
• From 2008 to 2009, increases in knowledge were particularly dramatic among African American moms, a primary target audience. Knowledge of the signs of MRSA and when to seek treatment significantly increased (18% in 2008 vs. 25% in 2009; P<.05) as did knowledge of how to prevent the spread of MRSA (64% in 2008 vs. 72% in 2009; P<.05).

Conclusions: Thorough research resulted in measureable results of knowledge of MRSA prevention and when to seek help, particularly among a low-income audience.

Implications for research and/or practice: Health organizations can and apply the approach and findings to improve their own campaigns targeting this difficult to reach while vitally important group.

• Quantitative research provided vital information on target audience knowledge and health behavior.
• Qualitative research provided valuable insights on motivations and identified salient messages for the target audience.
• For low-income moms, visiting a health care provider is a major expense to the family budget and mothers require a compelling reason to take their child to the doctor.
• Trusted sources of health information included consumer and parent media, friends and family, health care professionals, school and parent associations, and select online sites.