Hey, Mama

About This Project

Summary

Black infants are nearly 3 times as likely to die before their first birthday compared to white babies, a rate even higher in some areas of Jacksonville. In an effort to reduce infant mortality, the NEFHSC and ruckus launched a 6-month social marketing campaign: “Hey, Mama.” Designed to elevate the voices of Black women, the campaign featured original illustrations, a spoken word penned by a local artist, and messaging that encouraged women and their families to participate in NEFHSC programs.

Goals & Objectives

Increase women (ages 18-34) and their partners’ (living in four high-risk Duval County ZIP Codes) participation by 2% in NEFHSC programs from April 1 to Sept. 30, 2023, through owned/earned/paid media efforts and community outreach.

Results & Impact

Hey, Mama used digital advertising, OOH, social, radio & community outreach efforts to generate 9.8 million impressions and boosted registrations by 34% resulting in NEFHSC program participation increasing by 2%. General queries to NEFHSC also increased by 38% and website traffic by 20%.