Care New England Health System - Advocacy Campaign

What is it?

The multi-dimensional Care New England Advocacy Campaign, endorsed by the Healthy People 2010 program, was born of a desire to effect important change in the community. The public health issues including childhood obesity, caring for the caregivers, depression, and prenatal care that are identified by Healthy People 2010, provided the framework for the entire project. Helpful messages were crafted to underscore the urgency of such issues and outline the ways Care New England facilities can help.

One message was the focus of each quarter for a calendar year and disseminated via newspaper ads, radio spots, and television commercials. Each invited visits to Care New England web sites, where a host of supporting information about programs, services and other resources, including those offered by the state Department of Health, was available. The sites also contain details on a variety of community education programs, special events, and screenings scheduled each quarter. Information in the ads and on the web sites was proffered free. Most of the community education programs were also free or came at a nominal fee.

Who is it for?

The entire population of Rhode Island and southeastern Massachusetts, particularly those who are directly affected by the specific public health issues.

Why do they do it?

Care New England created the year-long Advocacy Campaign to advance the state’s public health goals and help people in the community cope with important health care issues on their terms. A depressed individual may otherwise dismiss important symptoms. A woman caring for her elderly parents may think she has no time to tend to her own needs. Overweight parents are raising overweight children, perhaps because they do not know what else to do. And pregnant women who are poor, who speak little or no English, or who just do not understand the value of prenatal care are unwittingly depriving their newborns of the best health care.

The Advocacy Campaign included the following three measurable goals that are part of Healthy People 2010: help reduce the proportion of the population who are overweight and obese; increase the proportion of adults with recognized depression who receive treatment; and increase the number of pregnant women who receive early and adequate prenatal care. In addition, the campaign hopes to increase the proportion of caregivers who seek help and support.

Contact: May Kernan
Vice President, Marketing Communications
Telephone: 401-681-2820
E-mail: mkernan@wihri.org