California Department of Public Health (CDPH), BabyCal Prenatal Outreach Campaign

The campaign’s goal was to educate California’s low-income pregnant women of all ethnicities about the importance of obtaining prenatal care and practicing healthy habits during pregnancy and the availability of programs that could help them during pregnancy. We directed a multi-pronged social marketing campaign that included supporting a statewide network of CBOs with access to the target audience; secured celebrity moms as spokespersons; coordinated special events to generate media attention; and created numerous multilingual educational materials, including a pregnancy calendar in five languages designed to help women remember their prenatal care appointments, information on what she could expect during each stage of pregnancy, and tips on exercise and proper nutrition.