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36
childbearing years, especially during pregnancy; in the full report, several
more specific topics are suggested. Messages based on these themes should
be developed and market tested to ensure their acceptability to a wide variety
of audiences. Television, radio, and the print media should be used ex-
tensively, as should educational materials prepared for use in health care
settings and schools. The committee urges that particular attention be given
to the possibility of integrating health-related messages into the story lines of
television shows; many high-risk women are members of groups that are
known to watch daytime television, especially soap operas.
This public information program clearly needs an organizational home
and strong leadership. The committee urges that the leadership responsibil-
ity be assumed by the Healthy Mothers, Healthy Babies Coalition, a 4-year-
old consortium of voluntary, professional, and governmental groups. The
coalition should establish a formal executive secretariat to provide stability
and permanence. Both public and private funds should be provided to the
coalition in amounts adequate to the task of leading a major public informa-
tion campaign. Activities should include the production and distribution of
high-quality, well-tested public information materials.
The committee emphasizes that this public information initiative should
be only one element in a more comprehensive program to reduce low
birthweight. Public messages stressing the importance of prenatal care must
coincide with a commitment to making prenatal care more accessible, just as
messages to decrease smoking in pregnancy must be reinforced and elabo-
rated in individual office and clinic settings. To be successful, the informa-
tion campaign must carry scientifically accurate messages and receive full
social and political support.
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1156, 1983.
~See the full report of the Committee to Study the Prevention of Low Birthweight for
additional references.
OCR for page 37
37
8. Mills JL, Graubard BI, Harley EE, Rhoads GG, and Berendes HW: Maternal alcohol
consumption and birthweight: How much drinking during pregancy is safe? J AMA
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Representative terms from entire chapter:
prenatal care