{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,1]],"date-time":"2026-05-01T23:11:46Z","timestamp":1777677106764,"version":"3.51.4"},"reference-count":25,"publisher":"SAGE Publications","issue":"3","license":[{"start":{"date-parts":[[2012,9,18]],"date-time":"2012-09-18T00:00:00Z","timestamp":1347926400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["Health Promotion Practice"],"published-print":{"date-parts":[[2013,5]]},"abstract":"<jats:p>Background. African American infants in San Francisco suffer a mortality rate two to three times higher than Whites, yet prior discussion groups with African American residents suggested they were unaware of this disparity. Methods. Social marketing techniques were used to develop and implement three campaigns to increase awareness. The campaign themes were (1) infant mortality disparities, (2) proper infant sleep position, and (3) taking action to reduce disparities. Mediums to carry messages included bus ads, radio ads, church fans, and posters and cards distributed at clinics, daycares, agency waiting rooms, and community organizations. Campaign effectiveness was evaluated using telephone surveys of African Americans. Results. Almost 62% report some exposure to Campaign 1, 48.5% to Campaign 2, and 48.9% to Campaign 3. Chi-square analyses reveal a statistically significant increase in awareness of the disparity (39.6% vs. 62.7%, p &lt; .0005, odds ratio [OR] = 2.5, confidence interval [CI] = 2.1-3.2). Although there was no overall significant increase in knowledge about proper sleep position, respondents who report any exposure to this campaign are more likely to know about sleep position (70.7% vs. 63.8%, p &lt; .0001, OR = 2.2, CI = 1.6-3.2). Conclusions. Social marketing is an effective tool to increase disparity awareness, especially among groups disproportionately affected by the disparity.<\/jats:p>","DOI":"10.1177\/1524839912458107","type":"journal-article","created":{"date-parts":[[2012,9,19]],"date-time":"2012-09-19T20:12:35Z","timestamp":1348085555000},"page":"408-414","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":9,"title":["Using Social Marketing to Increase Awareness of the African American Infant Mortality Disparity"],"prefix":"10.1177","volume":"14","author":[{"given":"Jennifer","family":"Rienks","sequence":"first","affiliation":[{"name":"University of California, San Francisco, San Francisco, CA, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Geraldine","family":"Oliva","sequence":"additional","affiliation":[{"name":"University of California, San Francisco, San Francisco, CA, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2012,9,18]]},"reference":[{"key":"bibr1-1524839912458107","volume-title":"Marketing social change: Changing behavior to promote health, social development, and the environment","author":"Andreasen A. R.","year":"1995"},{"key":"bibr2-1524839912458107","doi-asserted-by":"publisher","DOI":"10.1377\/hlthaff.2010.0702"},{"key":"bibr3-1524839912458107","unstructured":"Bosley L., Evans P. E. (1998). Protecting babies by building community. San Francisco Fetal Infant Mortality Review Program. Retrieved from http:\/\/www.sfdph.org\/dph\/files\/reports\/StudiesData\/1998FIMRRpt.pdf"},{"key":"bibr4-1524839912458107","doi-asserted-by":"publisher","DOI":"10.17730\/humo.60.3.9kdw80dx97284yg8"},{"key":"bibr5-1524839912458107","first-page":"143","volume":"94","author":"Butler C.","year":"2002","journal-title":"Journal of the National Medical Association"},{"key":"bibr6-1524839912458107","doi-asserted-by":"publisher","DOI":"10.1097\/00001648-200005000-00019"},{"key":"bibr7-1524839912458107","volume-title":"Social and behavioral foundations of public health","author":"Coriel J.","year":"2000"},{"key":"bibr8-1524839912458107","doi-asserted-by":"publisher","DOI":"10.2105\/AJPH.92.6.901"},{"key":"bibr9-1524839912458107","doi-asserted-by":"publisher","DOI":"10.2105\/AJPH.92.4.615"},{"key":"bibr10-1524839912458107","first-page":"25","volume":"97","author":"Green B. L.","year":"2005","journal-title":"Journal of the National Medical Association"},{"key":"bibr11-1524839912458107","volume-title":"Speaking of health: Assessing health communications strategies for diverse populations","author":"Institute of Medicine","year":"2002"},{"key":"bibr12-1524839912458107","doi-asserted-by":"publisher","DOI":"10.1093\/oso\/9780195083316.003.0008"},{"key":"bibr13-1524839912458107","doi-asserted-by":"publisher","DOI":"10.1177\/1077558700057001S10"},{"key":"bibr14-1524839912458107","doi-asserted-by":"publisher","DOI":"10.1023\/A:1022537516969"},{"key":"bibr15-1524839912458107","doi-asserted-by":"publisher","DOI":"10.1017\/CBO9780511803987.002"},{"key":"bibr16-1524839912458107","doi-asserted-by":"publisher","DOI":"10.2105\/AJPH.94.12.2125"},{"key":"bibr17-1524839912458107","doi-asserted-by":"publisher","DOI":"10.1353\/hpu.0.0341"},{"key":"bibr18-1524839912458107","unstructured":"Robert Woods Johnson Foundation & ICR\/International Communications Research. (2005). Americans\u2019 views of disparities in health care: A poll conducted by the Harvard School of Public Health. Retrieved from http:\/\/www.rwjf.org\/files\/research\/Disparities_Survey_Report.pdf"},{"key":"bibr19-1524839912458107","volume-title":"Diffusion of innovations","author":"Rogers E.","year":"2003"},{"key":"bibr20-1524839912458107","doi-asserted-by":"publisher","DOI":"10.1097\/00001648-200211000-00008"},{"key":"bibr21-1524839912458107","unstructured":"Sagraro Seminar. (2000). The Social Capital Community Benchmark Survey 2000. Retrieved from http:\/\/www.hks.harvard.edu\/saguaro\/communitysurvey\/index.html"},{"key":"bibr22-1524839912458107","doi-asserted-by":"publisher","DOI":"10.1126\/science.277.5328.918"},{"key":"bibr23-1524839912458107","volume-title":"Unequal treatment: Confronting racial and ethnic disparities in health care","author":"Smedley B. D.","year":"2003"},{"key":"bibr24-1524839912458107","first-page":"7","volume-title":"The social psychology of intergroup relations","author":"Tajfel H.","year":"1986"},{"issue":"3","key":"bibr25-1524839912458107","first-page":"A10","volume":"1","author":"Wong F.","year":"2004","journal-title":"Preventing Chronic Disease"}],"container-title":["Health Promotion Practice"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/1524839912458107","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/full-xml\/10.1177\/1524839912458107","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/1524839912458107","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,4,29]],"date-time":"2026-04-29T08:22:49Z","timestamp":1777450969000},"score":1,"resource":{"primary":{"URL":"https:\/\/journals.sagepub.com\/doi\/10.1177\/1524839912458107"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2012,9,18]]},"references-count":25,"journal-issue":{"issue":"3","published-print":{"date-parts":[[2013,5]]}},"alternative-id":["10.1177\/1524839912458107"],"URL":"https:\/\/doi.org\/10.1177\/1524839912458107","relation":{},"ISSN":["1524-8399","1552-6372"],"issn-type":[{"value":"1524-8399","type":"print"},{"value":"1552-6372","type":"electronic"}],"subject":[],"published":{"date-parts":[[2012,9,18]]}}}