Class:
Not-for-Profit Promotion

Type:
More Than $10 Per Recipient

Objective:
To lower premature births and birth complications by increasing prenatal care for pregnant women.

Strategy and Execution:
To inspire pregnant woment to take care of themselves during pregnancy, this prenatal provider encouraged visits to the clinic and classes about the birth process. Women who attended classes or doctor's visits at prenatal provider sites in Hawaii, received a gift imprinted with the company name and toll-free number, and on most items an illustration of a pregnant woman. These women were told on a flier exactly what gifts they would receive for going to their appointments, a calendar-note board, a fanny pack, and a maternity t-shirt to promote loose fitting clothing. A tote bag for carrying needed items to appointments was the fourth gift, followed by an insulated lunch bag and a water bottle to encourage healthy eating. Radio, tv, ethnic publications and high school newsletters also promoted this program.

Results:
The company's Program Coordinator deemed the program successful enough to expand from 7 statewide incentive sites to 12 sites.