Early Childhood Colorado

PartnershipLunch & Learn Webinar: Statewide Social Emotional & Mental Health

Campaigns

Presenters:

Ann Bruce, Colorado Project LAUNCH Young Child Wellness Expert

Rachel Hubbard, Colorado Project LAUNCH Young Child Wellness Coordinator

Phuonglan Nguyen, Young Child Wellness Specialist, Colorado Department of Public Health & Environment

Early Childhood

Colorado

Partnership

@ecpartnership

2

1

Desired Outcomes

Participants consider ways they can utilize

and integrate these resources and materials

into their work

Partners gain an understanding of statewide

communications efforts to enhance social

emotional and mental health for children and

caregivers.

3

Participants identify alignment in

communications efforts through the Shared

Message Bank.

We all play a role in supporting children and

families to thrive in Colorado!

• Partners across our state are working together to speak from a collective

voice to address early adversity and promote resilience for Colorado

children, families, and communities.

• In 2015, the Early Childhood Colorado Partnership (ECCP) convened

more than 25 stakeholders along with FrameWorks

Institute and GroundFloor Media to develop Colorado’s Early Childhood

Shared Message Bank.

• The Shared Message Bank was completed in 2016, and partners are

integrating messages into their work with and on behalf of Colorado

children and families.

• Consider how the Shared Message Bank can contribute to shifting social

norms toward positive social change for family and child well-being in

your community.

Project LAUNCH Communications Campaign

Ann Bruce, Colorado Project LAUNCH Young Child Wellness Expert

Rachel Hubbard, Colorado Project LAUNCH Young Child Wellness Coordinator

June 6, 2017

Prevention & Promotion Strategies

Screening & assessment in a range

of child-serving settings;

Integration of behavioral health

into primary care;

Mental health consultation in

early care and education;

Enhanced home visiting with a

focus on social and emotional

well-being;

Family strengthening and parent

skills training.

Goal: To promote the wellness

of children from birth to age 8

with a focus on social and

emotional development.

Colorado Project LAUNCH Communications Plan

Objectives:

• Increase engagement with Colorado Project LAUNCH program partners,

stakeholders and supporters

• Build and cultivate relationships with new stakeholders and partners

• Broaden awareness of the importance of promoting positive social-emotional

development in early childhood and reduce the reluctance to ask for help

• Collaborate and align with other communications initiatives related to early

childhood to reduce the “noise”

Key Audiences for the Communications Campaign

Colorado Project LAUNCH program partners & stakeholders

Early child care and learning providers

Family Friend and Neighbor Care providers

Home visitors

Educators (pre-K-grade 3)

Health care providers and other professionals working with families of young

children.

State and Local Collaboration in Project LAUNCH

Communications Efforts

State

• Recipient/Manager of SAMHSA funds

• Communications committee membership

• CDHS clearance/approval

• Alignment/coordination with other statewide efforts

• Marketing w/in state units & departments

• OEC website

• Training video

• Supporting expansion statewide

ECPAC

• Hired SE2, managed contract

• Initiated & led local efforts

• Formed & led communications committee

• Coordination of all meetings/activities

• Toolkit development

• RMECC kick-off presentation

• Presentations to ECC’s

• Local communications training

• Webinar development & training

• Training video

Provider Communications Toolkit

Brochure/one pager for early childhood professionals – Overview of various early

childhood topics

– Supporting healthy development in the program

– Community Resources for

support

Brochure/Materials for parents/families

– Importance of the type of development or issue at hand

– How to support healthy development at home

– Community Resource

Parent materials include brochures for ages:– 0-8, 9-18, 19-36 months

– 3-5, 5-8 years

How can professionals use the toolkit?

The communications toolkit will help you:• Have more effective conversations with parents and

providers about these sometimes difficult conversations

• Support development in your program• Learn about community resources to help children

and families who are struggling

Communications Materials

Printed Materials • Build awareness and promote

the wellness of children and families

• Delivered by trusted messengers

• Material/information used as a conversation starter with families in a variety of settings (Dr.’s office, at home with a Home Visitor, in a child care center, and parenting class)

Social Media • Build awareness and

promote the wellness of children and families

• Capture audiences through Facebook and Twitter

• Messages intended be liked, shared, re posted, re tweeted

You, too, can get these tools!

• Reach out to your local Early Childhood Council

• Become a trusted messenger

through receiving the toolkit

training

• Support and build public awareness and will around the importance of healthy social emotional development and mental health

PROMOTING MATERNAL MENTAL HEALTH

IN COLORADOPregnancy-Related Depression & Anxiety

Public Awareness Campaign

Phuonglan Nguyen, MSWYoung Child Wellness Specialist

Colorado Department of Public Health & Environment

LUNCH & LEARNJune 3, 2017

PREGNANCY-RELATED DEPRESSION (PRD)

Most common complication of pregnancy.

> 1 in 10: Colorado women affected by PRD.

~20,000: Children born to mothers who were depressed.

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Pregnancy Risk Assessment Monitoring System (PRAMS). 2012-14. Colorado Department of Public Health &

Environment.

1 school bus = 1,000 children

Children raised by clinically depressed mothers may perform lower on

cognitive, emotional, and behavioral assessments than children of

non-depressed caregivers, and are at risk for later mental health

problems, social adjustment difficulties, and difficulties in school -

Center on the Developing Child at Harvard University, 2009.

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77.6%: Mothers reporting “a health care worker talked with them

about what to do if they felt depressed during pregnancy or after

delivery.” State goal = 85.8% (2020)• Intimate partner violence: 34.2%

• Homelessness, sleep outside: 22.9%

• Trouble paying bills: 18.5%

• Smoking: 16.8%

Colorado PRAMS, 2012-14

23%: Colorado women of reproductive age reporting “they were told

they had depression.”Colorado BRFSS, 2013-15

13.3%: Women indicated “there was a time (past 12 months) they

did not get needed counseling.” ● Cost concerns: 60.2%

● Hard time getting appointments: 52%

● Not comfortable talking to HC professionals: 48.4%

● Did not think insurance would cover cost: 46.4%

● Concerned about what would happen if others knew: 35.4%

Colorado Health Access Survey, 2015

PREGNANCY-RELATED DEPRESSION (PRD)

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PREGNANCY-RELATED DEPRESSION (PRD)

Colorado MMR Program, 2004-13

MCH TITLE V STATE PRIORITY

Overarching Goal:

Reduce stigma associated with maternal mental health throughout

Colorado to increase the number of women identified with PRD who

seek treatment.

Primary Strategies:

Develop and implement a public

awareness initiative to reduce

social stigma.

Strengthen referral networks for

providers to address PRD.

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Screen

Assess

EngageTriage

Treat

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2016 2017 2018

GOALSImprove awareness and knowledge about pregnancy-related depression (PRD) and anxiety.

Improve perceptions and attitudes toward help seeking for PRD.

ACTIVITIES & IMPLEMENTING COMMUNITIES

PILOT

(Oct. 2016-Jan. 2017)

PHASE II COMMUNITY EXPANSION

(April-Aug. 2017)

PHASE III STATEWIDE EXPANSION

(through 2018)

Launch campaign in Adams,

Arapahoe, Denver, Douglas and

Larimer counties.

Gear campaign toward English-

speaking women ages 18-34 from

low socioeconomic backgrounds.

Document campaign progress, reach

and effectiveness and share results.

Refine strategies based on lessons

learned.

Expand into Chaffee, Fremont,

Northeastern Colorado counties.

Expand reach to women up to 44

years of age from all socioeconomic

backgrounds.

Expand for geographic and

demographic diversity:

● Spanish-speaking

● Jefferson County

Engage strategic partnerships for

increased impact and reach:

● Community spokespeople

● Faith-based

● Business sector

● Regional metro strategy

Conduct additional research and

evaluation activities to determine

extent to which goals are achieved.

CAMPAIGN STRATEGIC PLAN

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2016 2017 2018

GOALSImprove the Improve awareness and knowledge about pregnancy-related depression (PRD) and anxiety.

Improve perceptions and attitudes toward help seeking for PRD.

DESIRED OUTCOMES

PILOT

(Oct. 2016-Jan. 2017)

PHASE II COMMUNITY EXPANSION

(April-Aug. 2017)

PHASE III STATEWIDE EXPANSION

(through 2018)

Increased media coverage of PRD and

traffic to digital channels.

Increased number of women seeking

and receiving information and

resources through campaign.

Increased understanding and

awareness by women’s support

networks.

Feedback from partners on campaign

reach, effectiveness, materials and

resources.

Same as pilot, plus…

Increased collaboration,

partnerships and shared

investments.

Public awareness messages are

reaching geographically, linguistically,

and culturally diversity communities.

Improved knowledge and awareness

about PRD.

Improved attitudes toward help

seeking among pregnant/postpartum

moms and their supports.

Improved knowledge, awareness and

capacity among community-based to

address PRD.

CAMPAIGN STRATEGIC PLAN

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CAMPAIGN BRAND

• Statewide market research

• Messages of empathy and hope,

and combat isolation, guilt and

perceptions of motherhood

• Messages and images for moms

and support systems

• Call to action

www.postpartum.net/colorado

1-800-944-4773

(English/Spanish)

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CAMPAIGN TACTICS, STRATEGIES & CHANNELS

Paid MediaFacebook & digital advertisements, influencer marketing (online communities, forums,

blogs, etc…). Newest: Colorado Parent Magazine, Upcoming: Live Facebook Chat Event.

Earned MediaPress release, media pitches (TV, radio, print, online), spokesmoms & spokesdads

Owned MediaState/local/partner social media accounts & websites, newsletters, PSI Colorado, local

public health agencies communication channels

Partner ExtensionPresentations, materials distribution (electronic and print)

Landing Page/Call-to-ActionPostpartum Support International: www.postpartum.net/colorado, Warm Line

(bilingual): 1-800-944-4773

MEASURING REACH & IMPACT - Paid Media

TOTALPILOT

TOTALCURRENT

Facebook

Impressions* 703,725 126,856

Clicks 8,537 224

CTR** 1.21% 0.18%

Digital Ads

Impressions* 7,959,176 361,176

Clicks 17,543 558

CTR** 0.22% 0.15%

*Impression: Each time a user encounters a page or ad.

**CRT: Click-through-rate to PSI landing page.

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Mother’s Day 2017 Op-Ed ● Chaffee County Times

● Mountain Mail (Salida)

● Holyoke Enterprise

● Durango Herald

Media stories KMGH 7 News - Spokes-parents Kristina & Will

The Coloradan (Ft. Collins) - Spokesmom Ashlyn &

Larimer County Public Health Department

CBS4 Health Specialist Kathy Walsh interviews

Erin Kenworthy (credit: CBS)

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MEASURING REACH & IMPACT - Earned Media

Social Media PRD Webpage(https://www.colorado.govcdphe/pregnancy-

related-depression)

Pilot: 849 total visits (488 unique)

April-May 2017: 316 visits (169 unique)

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MEASURING REACH & IMPACT - Owned Media

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MEASURING REACH & IMPACT - Landing Page

Implementing

Community

TOTAL

SessionsPILOT

UNIQUE

SessionsPILOT

Total

SessionsCURRENT

UNIQUE

SessionsCURRENT

Denver (Cohort 1)

7,040 3,836 515 343

Tri-County (Cohort 1)

2,925 1,835 263 177

Larimer(Cohort 1)

1,656 923 102 71

Multiple Metro 1,184 772 104 68

Chaffee & Fremont(Cohort 2)

17 9 9 5

Northeast Colorado(Cohort 2)

20 15 22 16

Jefferson(Cohort 3)

754 509 75 35

TOTAL STATE 15,068 8,788 1,335 863

postpartum.net/colorado

Cohort 1: October 2016 - Current

Cohort 2: April 2017 - Current

Cohort 3: June 2017 - Current

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LEVERAGING REACH & IMPACT-2017 Legislative Session

State Appropriations FY 2017-18

(Long Bill SB 254)

Increasing funding to cover up to three maternal

depression screenings for Medicaid- and CHP+-eligible

mothers during first year after birth-giving.

Senate Joint Resolution 37

Designating the first week of May as "National

Maternal Mental Health Awareness Week" to

encourage Coloradans to support mothers and their

children, especially those struggling with

depression symptoms, so that they can receive the

services and supports needed to help themselves

and their children pursue healthy, meaningful lives.

PARTNER TOOLKIT & RESOURCEShttps://www.colorado.gov/pacific/cdphe/2016-2017-pregnancy-related-depression-anxiety-public-awareness-campaign OR

https://drive.google.com/open?id=0B91a4raZ7fymV3BJazBxektKQWs

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~ Social Media Images & Content ~ Posters ~ Flyers ~ Business Cards ~

Talking Points ~ Fact Sheets ~ Toolkit Guide ~ Technical Assistance Guide

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PHASE III EXPANSION - FOCUS AREAS

Geographic/demographic expansion & diversity -● Spanish-language campaign, review task force

● Media spokesmoms and spokesdads

Strategic partnerships -● Regional metro strategy

● Faith-based, business sectors

● Capacity building with partners to effective share messaging

Additional research and evaluation activities -● Tracking/analyzing pre-post campaign landing site metrics, warm line calls,

Colorado coordinator contacts

● Survey re: knowledge & awareness in high- and low-exposure settings

● Survey re: improved attitudes toward help-seeking (Health eMoms)

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● Local and state MCH teams working on maternal wellness

● Professional organizations and providers: PSI National and Colorado

Chapter, AAP, ACOG, 2020 Mom

● Early childhood mental health: Colorado Project LAUNCH, LAUNCH

Together, Bright by Text, Colorado Children’s Campaign, Colorado

Association for Infant Mental Health

● Health & behavioral health statewide efforts: Metro Public Health

Behavioral Health Collaboration, State Innovation Model, Accountable

Care Collaborative 2.0, Colorado Children’s Healthcare Access Program

● Early childhood state and local councils

● Philanthropic & business partners

● State agencies

● Health equity champions

● Research & higher education

● Population-based & multi-generational wellness and prevention

initiatives

● And many others!

COMMUNITY PARTNERSHIPS

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RESOURCES - PROVIDERS & PROGRAMS

● Pregnancy-Related Depressive Symptoms Guidance (in process of being updated): Medication

Algorithm, Resources for Professionals, Resources for Women and their Families, Resources for Dads and Partners,

Patient resource: Lifestyle tool

● Screening Tools: Edinburgh Postnatal Depression Scale, Patient Health Questionnaire

● Recommended Depression Screening Schedules: American Academy of Pediatrics, American

Academy of Family Physicians, Colorado HealthTeamWorks, American Congress of Obstetricians and

Gynecologists, US Preventive Services Task Force

● CDPHE Reports: MCH Issue Brief: Mental Health Among Women of Reproductive Age in Colorado, The State

of Pregnancy-Related Depression Efforts in Colorado, Nationwide Initiatives on Pregnancy-Related Depression and

Addendum: Individual State Descriptions, Reimbursement Efforts to Address Depression Among Pregnant and

Postpartum Women, Health Watch 72: Postpartum Depression Symptoms Among Colorado Women, Other MCH

data and topical reports.

● Toolkits:○ Depression in Mothers – More than the Blues: A Toolkit for Family Service Providers (English & Spanish)

○ The Massachusetts Child Psychiatry Access Project (MCPAP) for Moms

○ Parental Depression Screening for Pediatric Clinicians: An Implementation Manual

○ The American Academy of Family Medicine Postpartum Depression Toolkit

○ Council on Patient Safety in Women’s Health Care, Maternal Mental Health Patient Safety Bundle.

○ Depression Screening: Tools for Obstetrician-Gynecologists, ACOG Region II.

● Fussy Baby Network Colorado: http://www.fussybabynetworkcolorado.org/index.htm.

● 2020 Mom: http://www.2020mom.org/

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● Colorado Public Awareness Campaign Materials & Resources: https://drive.google.com/drive/folders/0B91a4raZ7fymV3BJazBxektKQWs

➥ Fact Sheets for Moms:https://drive.google.com/drive/folders/0B91a4raZ7fymaU5OcVUzMjBMZkE\

➥ Fact Sheets for Support Persons:https://drive.google.com/drive/folders/0B91a4raZ7fymaU5OcVUzMjBMZkE

➥ Talking Points for Community Partners & Providers:https://drive.google.com/drive/folders/0B91a4raZ7fymV3BJazBxektKQWs

➥ Resource Toolkit Guide: https://drive.google.com/drive/folders/0B91a4raZ7fymV3BJazBxektKQWs

➥ Technical Assistance Guide: https://drive.google.com/drive/folders/0B91a4raZ7fymV3BJazBxektKQWs

➥ Posters, flyers, business cards, social media content: Contact

Phuonglan.Nguyen@state.co.us, 303-691-7810

➥ Messages of Support: Findings from the Pregnancy-Related Depression

Market Research: https://www.colorado.gov/pacific/sites/default/files/PF_Public-

Awareness_Findings.pdf

● Postpartum Support International (PSI): http://www.postpartum.net/colorado/

● Taking Care of Yourself Video for Pregnant & New Moms. Early Childhood Partnership of

Adams County (ECPAC). 2015. https://www.ecpac.org/

RESOURCES - PUBLIC AWARENESS CAMPAIGN

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● Pregnancy Risk Assessment Monitoring System (PRAMS). CDPHE. http://www.chd.dphe.state.co.us/topics.aspx?q=Maternal_Child_Health_Data

● Behavioral Risk Factor Surveillance System (BRFSS). CDPHE. http://www.chd.dphe.state.co.us/topics.aspx?q=Adult_Health_Data.

● Colorado Maternal Mortality Program. CDPHE. https://www.colorado.gov/pacific/cdphe/maternal-mortality

● Colorado Health Access Survey (CHAS). Colorado Health Institute.

http://www.coloradohealthinstitute.org/

● Seizing New Policy Opportunities to Help Low-Income Mothers with Depression.

Center for Law and Social Policy. 2016. http://www.clasp.org/resources-and-

publications/publication-1/Opportunities-to-Help-Low-Income-Mothers-with-Depression-2.pdf.

● Maternal Depression Can Undermine the Development of Young Children: Working

Paper No. 8. 2009. Center on the Developing Child at Harvard University.http://developingchild.harvard.edu/wp-content/uploads/2009/05/Maternal-Depression-Can-Undermine-

Development.pdf.

RESOURCES - DATA & RESEARCH

Thank you!

Phuonglan Nguyen, MSWYoung Child Wellness Specialist

Colorado Department of Public Health & Environment

phuonglan.nguyen@state.co.us

303-691-7810

Additional Connections

LAUNCH Together

• Integrating Shared Messages into LAUNCH

Together overview video

• Exposing LAUNCH Together communities to

the COPL Social Emotional toolkit and

providing support to customize materials

• Exposed LAUNCH Together communities to

the Pregnancy Related Depression

Campaign and discuss opportunities for

local implementation

Let’s Talk Colorado

www.LetsTalkCO.org

S

Include Let’s Talk Colorado messaging in the introduction of all mental/behavioral/ substance use

education and training programming

Opportunities to use the Let’s Talk messaging:

incorporate into customer service competency for staff and volunteers,

in your clinics,

in your Worksite Wellness program,

in your new employee orientation,

in your social media plan,

on public facing promotional items, and

in your newsletters/website.

Let’s Talk: Opportunities

Questions?

Contact: earlychildhood@civiccanopy.org

Early Childhood

Colorado

Partnership

@ecpartnership