Task 1
Western Governors University
January 13, 2019
(A)Time Log
1. Include the date of each activity
2. Include a brief description of each activity
3. Include the name of the contact person, a working phone number or email address, and a full physical address
4. Include the number of hours spent on each activity (not including preparation time).
5. Describe how each activity relates to your selected Field Experience topic.
6. Record a total of 90 hours that meet each of the following requirements:
• 25 assigned simulation activity hours
• 65 student planned activity hours based on the attached “Field Experience Activities List”
• a maximum of five individual interview hours (i.e., no more than five interviews, no more than one hour per interview)
• no prep time hours (i.e., prep time is not to be included in reported hours)
“ Community Assessment” on time log for my own windshield survey
Social Media Campaign
(B) Community Health Nursing Diagnosis Statement
Increased risk of Ineffective Breastfeeding among child bearing women in Daytona Beach, Florida related to societal barriers as demonstrated by continuing to fall behind the state average for sustained breastfeeding percentages.
(B1) Health Inequity/Disparity
Working with the Volusia/Flagler Breastfeeding Coalition to determine the communities needs and opportunities to provide support, education, and access to equipment. This is in alignment with Healthy People 2020 objective MICH-21.2 which states, “Increase the proportion of infants who are breastfed at 6 months.”
(B1a) Primary community and Prevention Resources
Women, Infants, and Children (WIC) offers breastfeeding classes and support at no cost. WIC approved foods are redeemable at local groceries at no charge. Area hospitals offer a variety of educational classes and support groups for a fee but offer scholarships to those who cannot afford it.
(B1b) Underlying Causes
Almost anything related to newborns mentions the latest formula that is closest to mothers milk. Both Motherhood maternity stores in Daytona offer chances to win a year’s worth of formula. Parenting magazines are given out by retailers with your purchase and are filled with advertisements for formula. Some local hospitals give parents a goody bag full of formula samples and coupons, unless you are lucky enough to give birth at baby-friendly hospital and there is currently one in Daytona Beach. When searching the internet looking for breastfeeding advice, formula companies will try to deceive you into clicking on their ads by pretending they are about breastfeeding.
Women having trouble with breastfeeding often turn to their pediatrician or obstetrician. Unfortunately, they do not always encourage them to reach out to a lactation counselor. These moms that struggle with breastfeeding need access to qualified lactation professionals such as International Board-Certified Lactation Consultants (IBCLC) and may often need access to an electric breast pump to help maintain or increase supply while working on breastfeeding issues. However, a lot of people who do have access to healthcare still do not have access to these essential breastfeeding supports due to time constraints or lack of family support.
In the United States, women do not have access to decent maternity leave. Some have no access to maternity leave at all. In Daytona Beach the only employers that offer paid maternity leave are financial consulting firms or Bank of America. The largest hospital, Halifax Health discontinued paid maternity leave in December 2014 to its roughly 4700 employees. Women who are fortunate enough to have paid maternity leave or can afford to use the Family Medical Leave Act (FMLA) face pressures that may prevent them from being able to take leave or that force them to go back early. It can take months to get breastfeeding well established, and many women must return to work before it has happened.
(B2) Evidence-Based Practice (Lesson 4 in your Cos)
There are many benefits to breastfeeding for mother and baby. The psychological benefits of this type of bonding cannot be measured but are obvious to the participants! According to (Louis-Jacques and Stuebe), exclusive breastfeeding for six months and continuing to twelve months has been associated with a reduction in risk for developing Type 2 diabetes mellitus (T2D) in the postpartum period for mothers that were gestational diabetic. There is a decreased risk for developing hypertension, suffering a myocardial infarction, and developing breast, endometrial, and/or ovarian cancer.
The American Academy of Pediatrics (AAP) supports the evidence that breastfeeding protects the infant from diseases and conditions such as respiratory tract infections, otitis media, bacteremia, diarrhea, necrotizing enterocolitis, urinary tract infections, childhood overweight, and obesity to name a few.
(B2a) Identification of Data
Promotion of exclusive breastfeeding for a minimum of six months through education and support focusing on women during the antepartum, intrapartum, and postpartum period is the goal of the Volusia /Flagler Breastfeeding Coalition. Black breastfeeding women had the lowest breastfeeding rate at 58.1% while Hispanic women exceeded the HP2020 goal at 83.9%, and Caucasian women were higher than the county rate at 78.2%. Women who use WIC were found to use supplemental nutrition more often than women who do not participate in WIC and were also found to be less likely to breastfeed before enrolling in the program. WIC encourages women to breastfeed and supports them by helping them access lactation counselors and free classes every month. Daytona Beach also known as” The World’s Most Famous Beach” is known for being a major tourist attraction and spring break destination is located on the east side of Volusia County and has a higher than average transient population and a poverty rate 28.3%. Daytona Beach has 71 primary care providers for every 100,000 people. The largest industry is retail trade with a median household income of $29,587. There is one college and two universities. More people rent than own a home and there is visible evidence of homelessness. Bars, hotels and strip clubs are the largest entry level employers followed by fast food and big box stores. The two hospitals and most physician offices are located on the west side of the city, away from the lower income neighborhoods. There are no visible billboards advertising medical care or pregnancy crisis centers, but public transportation buses advertise the hospitals, college, and universities.
(C1) Social Media Campaign Objective
The percentage of Volusia County mothers who initiated breastfeeding of their new baby increased nearly three percent over four years to 75.2% but continues to lag behind the Florida rate of 85.2% and the HP2020 target of 81.9%, according to a report released by the Florida Department of Health in Volusia County (DOH-Volusia). Create an app link on the WIC and local hospital Facebook pages and a blog to meet or exceed the state percentage rate.
(C2) Social Marketing Interventions
I would begin by reaching out to the local hospitals and enlist the support of the technology experts to create the app. I would partner with area healthcare providers as they have the greatest potential to provide input, funding, and referrals to the program. I would collaborate with WIC and the Volusia County Transit Authority (VOTRAN) to advertise the app on the buses in Daytona Beach. These are visible mobile billboards and would reach all populations. I would also collaborate with the Healthy Start program, a non-profit organization that unites people and resources at the local level to include the app and blog in their program information. Daytona State College has utilized the Volusia County Public Transit System (VOTRAN) to successfully advertise their programs so this is an established successful communication tool.
(C3) Description of Social Media Platform
The information provided through an app could help reassure breastfeeding moms that what they are experiencing is normal or help them understand they need to reach out for help. Blogs are widely followed by internet users and create a connection between readers with the same interest.
(C3a) Benefits of Social Media Platform
Social media allows people to connect 24/7. It can provide education, resources, as well as build relationships. It can encourage readers to reach out into the community and take advantage of local resources and support group forums.
(C4) Benefit to Target Population
Awareness of the blog would give this population a way to reach out and connect in real time without the burden of having to schedule an appointment or navigate transportation to receive help. This blog could share information on a 24-hour hotline for those moms that need to speak to someone immediately. Reaching these moms at the time they are encountering difficulties could improve sustained breastfeeding rates.
(D) Best Practices for Social Media
Apps are highly used by the target population of women of childbearing age and would be an educational source that is free and always available. Blogs are very popular and followed consistently with users looking for specific information or answers, and I would not allow advertisements to prevent risking being hijacked by formula companies sneaking ads into the content.
(E1) Stakeholder Roles and Responsibilities
Designing an app and a blog that does not allow unapproved ads to be inserted to prevent promotion of formula and bottle-feeding gadgets like warmers or bottle holders.
(E2) Potential Public and Private Partnerships
VOTRAN could be solicited to sponsor the ads on area buses. I would also reach out to area daycares to promote the app and blog to their customers.
(E3) Timeline
Week one would involve meeting with area hospital birth center teams, WIC, and Healthy Start to collaborate and create a timeline for a launch date. Week two would be meeting with area physicians and hospital administrators for their input and any financial support required. Week three would be meeting with area hospital IT department to initiate creation of an app. Week four would be a meeting to determine creating and ownership of a community blog. My objective would be to have a completion date within six months.
Statistical results of this campaign compared to the HP2020 goal would not be available for over a year. Local hospitals, La Leche League, WIC, and Healthy Start could supply statistics on the increase of population requesting and utilizing services within in the first year.
(E4) Assessment
The success of utilizing this social media campaign can be measured by the increase in percentage of sustained breastfeeding at 6 months.
(E5) Cost of Implementing the Campaign
There would be little to no cost for this campaign. Utilizing the expertise of the area hospital IT departments for help in creating the app and utilizing resources that are already in place would make this possible. Blogs are free and can be promoted by adding it to advertising material that is already distributed by WIC and Healthy Start at area hospitals, the health department, and area physician offices.
(F) Reflection on Social Media Marketing
Social Media has the potential to reach a greater number of this target population and can continue to have a significant impact as knowledge and awareness of resources for these women continues to grow.
(F1) Reflection on Future Nursing Practice
I could foresee utilizing a blog for any group or class that I was involved in initiating to reach out to future participants. It is a great source to increase not only participation but communication and sharing ideas and resources at no cost! An app would be more difficult to utilize as an individual nurse and requires expert knowledge to develop and launch.
References
AAP Reaffirms Breastfeeding Guidelines. (2012, February 27). Retrieved from American Academy of Pediatrics: https://www.aap.org/en-us/about-the-aap/aap-press-room/Pages/AAP-Reaffirms-Breastfeeding-Guidelines.aspx
Health & Safety. (2014). Retrieved from DATA USA, Daytona Beach, FL: https://datausa.io/profile/geo/daytona-beach-fl/
Louis-Jacques, A., & Stuebe, A. (2018). Long-term maternal benefits of breastfeeding. Contemporary OB/GYN, 64(7).
Promotion, O. o. (n.d.). Maternal, Infant, and Child Health. Retrieved from HealthyPeople.gov: https://www.healthypeople.gov/2020/topics-objectives/topic/maternal-infant-and-child-health
