Skip Navigation

Strengthen the Evidence for Maternal and Child Health Programs

Sign up for MCHalert eNewsletter

Evidence Tools
MCHbest. Drinking During Pregnancy.

MCHbest Logo

Strategy. Media Campaigns

Approach. Promote media campaigns that combine public awareness activities, tailored community-based health promotion messaging, and health services that include alcohol screening, motivational interviewing, and referral to treatment

Return to main MCHbest page >>

Overview. Multicomponent media campaigns that combine public awareness activities, tailored community-based health promotion messaging, and health services that include alcohol screening, motivational interviewing, and referral to treatment can increase the likelihood that pregnant women will abstain from drinking alcohol. This approach appears particularly promising in indigenous communities where pregnant women may be at high risk for alcohol use during pregnancy. Further evidence linking this strategy to the intention to abstain during pregnancy could be beneficial.[1,2]

Evidence. Moderate Evidence. Strategies with this rating are likely 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 comprehensive media campaigns addressing alcohol use and pregnancy prevention. (Measures use of multi-component strategies) Number of community organizations engaged in developing tailored health promotion messaging. (Assesses local collaboration)

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

  • Percent of campaign materials co-created with input from community partners. (Evaluates participatory design practices) Percent of campaign content tailored to focus populations. (Assesses customization of messaging)

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

  • Number of community champions led by Title V engaged to amplify campaign messages through their networks that results in an increase in knowledge and/or skill among community members. (Demonstrates social mobilization) Number of policies aligning with and supporting media campaign goals that results in an increase in knowledge and/or skill. (Shows environmental and systems changes) Number of individuals reducing or stopping alcohol use during pregnancy after campaign exposure. (Measures behavioral impact) Number of families benefiting from improved maternal and child health outcomes due to decreased alcohol use. (Shows broader impact)

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

  • Percent of community champions led by Title V engaged to amplify campaign messages through their networks that results in an increase in knowledge and/or skill among community members. (Demonstrates social mobilization) Percent of policies aligning with and supporting media campaign goals that results in an increase in knowledge and/or skill. (Shows environmental and systems changes) Percent of individuals reducing or stopping alcohol use during pregnancy after campaign exposure. (Measures behavioral impact) Percent of families benefiting from improved maternal and child health outcomes due to decreased alcohol use. (Shows broader impact)

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] Symons, M., Carter, M., Oscar, J., Pearson, G., Bruce, K., Newett, K., & Fitzpatrick, J. P. (2020). A reduction in reported alcohol use in pregnancy in Australian Aboriginal communities: a prevention campaign showing promise. Australian and New Zealand journal of public health, 44(4), 284–290.

[2] Poole, N., Schmidt, R. A., Green, C., & Hemsing, N. (2016). Prevention of Fetal Alcohol Spectrum Disorder: Current Canadian Efforts and Analysis of Gaps. Substance abuse : research and treatment, 10(Suppl 1), 1–11. https://doi.org/10.4137/SART.S34545

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.