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Strengthen the Evidence for Maternal and Child Health Programs

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Evidence Tools
MCHbest. Drinking During Pregnancy.

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Strategy. Education and Awareness Campaigns

Approach. Promote educational campaigns that warn against alcohol consumption during pregnancy and women who are pregnant or may become pregnant

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Overview. Educational posters on the prevention of fetal alcohol syndrome disorders. (FASDs), when placed in key locations, can effectively promote informed alcohol-consumption decisions among women who are, or may become, pregnant. When paired with pregnancy test dispensers in women’s restrooms in establishments that serve alcohol, this strategy appears to increase the likelihood that women exposed to the messaging will reduce their alcohol consumption during pregnancy. More research is needed, however, to confirm the findings.[1]

Evidence. Emerging Evidence. Strategies with this rating typically trend positive and have good potential to work...

Access the peer-reviewed evidence through the MCH Digital Library or related evidence source.

Outcome Components. This strategy has shown to have impact on the following outcomes (Read more about these categories):

  • Health and Health Behaviors/Behavior Change. This strategy improves individuals' physical and mental health and their adoption of healthy behaviors (e.g., healthy eating, physical activity).

Detailed Outcomes. For specific outcomes related to each study supporting this strategy, access the peer-reviewed evidence and read the Intervention Results for each study.

Intervention Type. Outreach (Read more about intervention types and levels as defined by the Public Health Intervention Wheel).

Intervention Level. Population/Systems-Focused

Examples from the Field. There are currently no ESMs that use this strategy. Search similar intervention components in the ESM database.

Sample ESMs. Here are sample ESMs to use as models for your own measures using the RBA framework (see The Role of Title V in Adapting Strategies).

Quadrant 1:
Measuring Quantity of Effort (“What/how much did we do?”)

  • Number of educational campaigns developed by Title V warning against alcohol use during pregnancy. (Educational campaign output) Number of pregnant women and individuals of reproductive age reached by alcohol awareness messages developed by Title V. (Audience reach and exposure)

Quadrant 2:
Measuring Quality of Effort (“How well did we do it?”)

  • Percent of educational materials that are appropriate for the audiences they serve. (Relevance of education content) Percent of alcohol awareness initiatives developed in partnership with affected communities. (Community partnership in education development)

Quadrant 3:
Measuring Quantity of Effect (“Is anyone better off?”)

  • Number of cross-sector coalitions led by Title V mobilized to advance comprehensive alcohol awareness strategies that report high levels of engagement. (Multi-sector partnership for education sustainability) Number of individuals demonstrating increased knowledge about risks of alcohol use during pregnancy following participation in educational campaign. (Impact on audience knowledge) Number of communities partnered with Title V integrating evidence-based alcohol awareness education into routine care. (Spread of alcohol education best practices) Number of research studies conducted by Title V demonstrating the impact of alcohol awareness education strategies. (Evidence-building for alcohol education investments)

Quadrant 4:
Measuring Quality of Effect (“How are they better off?”)

  • Percent of alcohol awareness initiatives prioritizing the needs of the communities served by reporting high levels of engagement from those with practical experiences. (Impact of education investments) Percent of affected communities partnered with Title V with leadership roles in shaping alcohol awareness priorities and strategies. (Community power in education governance) Percent of individuals reporting feeling supported in making informed decisions about alcohol use during pregnancy following participation in educational campaigns. (Impact on reproductive autonomy) Percent reduction in stigma experienced by pregnant women and parents with alcohol use concerns following participation in educational campaigns. (Anti-oppression impact of education)

Note. When looking at your ESMs, SPMs, or other strategies:

  1. Move from measuring quantity to quality.
  2. Move from measuring effort to effect.
  3. Quadrant 1 strategies should be used sparingly, when no other data exists.
  4. The most effective measurement combines strategies in all levels, with most in Quadrants 2 and 4.

Learn More. Read how to create stronger ESMs and how to measure ESM impact more meaningfully through Results-Based Accountability.

References

[1] Driscoll, D. L., Barnes, V. R., Johnston, J. M., Windsor, R., & Ray, R. (2018). A Formative Evaluation of Two FASD Prevention Communication Strategies. Alcohol and alcoholism (Oxford, Oxfordshire), 53(4), 461–469.

This project is supported by the Health Resources and Services Administration (HRSA) of the U.S. Department of Health and Human Services (HHS) under grant number U02MC31613, MCH Advanced Education Policy, $3.5 M. This information or content and conclusions are those of the author and should not be construed as the official position or policy of, nor should any endorsements be inferred by HRSA, HHS or the U.S. Government.