Blog, Communication, Government

Effective communication is the foundation of successful public health initiatives, ensuring that essential information reaches the intended audiences in a compelling and actionable manner. Los Angeles County’s Black Infant Health (BIH) Program exemplifies how strategic communication can drive engagement, enrollment, and behavioral change among Black mothers and families. Through culturally affirming messaging, targeted outreach, and robust community partnerships, BIH leverages communication to address maternal and infant health disparities and improve outcomes.

This case study explores how the BIH Program utilizes tailored communication strategies to raise awareness, foster trust, and empower participants, ultimately leading to better health outcomes for Black mothers and infants in Los Angeles County.

The Initiative: Black Infant Health (BIH) Program

Program Structure and Services

BIH utilizes a group-based support model combined with individualized case management to provide holistic care. The program consists of weekly group sessions—10 prenatal and 10 postpartum—led by culturally supportive staff who reflect the communities they serve. These sessions cover essential topics such as:

• Stress reduction techniques
• Healthy nutrition education
• Confidence-building strategies
• Self-care and parenting skills

In addition to group sessions, participants receive one-on-one case management to connect them with vital community and social services, ensuring they have access to resources tailored to their needs.

Eligibility and Enrollment

The BIH Program is open to Black women who are 16 years or older and either pregnant or up to six months postpartum at the time of enrollment. The program is income-independent, ensuring accessibility to all Black women who can benefit from its services.

In Los Angeles County, BIH operates in several areas, including:

• Antelope Valley
• Long Beach
• Pasadena
• South Los Angeles
• South Bay

Interested individuals can enroll by filling out an interest form on the official BIH website or by contacting their nearest BIH location.

Communication-Driven Program Structure and Services

The BIH Program employs a group-based support model combined with individualized case management to effectively deliver key health messages. Communication plays a critical role in every aspect of the program, from recruitment and engagement to education and advocacy.

1. Messaging Strategies: Culturally Affirming and Action-Oriented

• BIH utilizes culturally relevant messaging that resonates with Black mothers, incorporating community voices and perspectives.
• Messaging emphasizes empowerment, self-care, and stress reduction, reframing maternal health care as a community-driven and affirming process rather than a clinical directive.
• The program employs strength-based communication, encouraging women to harness their resilience and prioritize their well-being.

Why It Works:

• Culturally tailored messaging fosters trust and engagement.
• Positive reinforcement and affirmations empower participants to adopt healthier behaviors.
• Framing health as a community priority fosters shared responsibility and support.

2. Targeted Outreach and Enrollment Campaigns

• Digital Campaigns: Social media outreach through Black Infants and Families Los Angeles, local health departments, and advocacy groups increases awareness and accessibility.
• Community-Based Messaging: BIH collaborates with faith-based organizations, community leaders, and local events to ensure that messaging reaches audiences in trusted environments.
• Word-of-Mouth & Peer Advocacy: Many participants learn about BIH through personal testimonials, community ambassadors, and peer recommendations.

Why It Works:

• Digital outreach meets audiences where they are, increasing accessibility.
• Community-based communication builds credibility and trust.
• Peer advocacy provides firsthand success stories, increasing relatability.

Communication as a Tool for Engagement and Education

BIH’s communication strategies extend beyond recruitment and enrollment—they serve as a mechanism for education, engagement, and long-term impact.

1. Structured Group Sessions: Interactive and Culturally Relevant Communication

• Facilitated discussions and storytelling techniques help reinforce key health messages and encourage participation.
• Visual aids, culturally tailored curriculum materials, and relatable case studies make health information more digestible.
• Open dialogue and shared experiences ensure that participants feel heard and supported, strengthening engagement.

2. Personalized Case Management: One-on-One Communication for Tailored Support

• Each participant receives individualized case management that incorporates clear, supportive communication to guide them toward necessary resources.
• Case managers use motivational interviewing techniques to encourage self-advocacy and informed decision-making.
• Participants are provided with customized resource lists that align with their specific needs, reinforcing messages shared during group sessions.

Public Awareness and Community Engagement: Strengthening BIH’s Impact

The BIH Program employs multi-channel communication strategies to increase program visibility and encourage participation.

1. Public Awareness Campaigns: Using Media to Amplify BIH’s Reach

• In 2021, the City of Long Beach received a $1 million grant to develop a public awareness campaign aimed at increasing knowledge about Black maternal and infant health disparities.
• The campaign included the launch of a pregnancy app providing culturally tailored health information for Black women across California.
• Video testimonials and documentary-style storytelling were incorporated into campaign materials to humanize the maternal health crisis and increase emotional engagement.

2. Community Events: Interactive Communication in Action

• Black Maternal Health Week Birthing Tours and Black Film Showcases, hosted by organizations like Black Women for Wellness, use interactive storytelling and community dialogue to foster discussions around maternal health.
• Events provide a platform for community members, health advocates, and policymakers to exchange information, bridging communication gaps between the healthcare system and Black families.
• Live Q&A sessions, expert panels, and hands-on workshops enhance engagement and create opportunities for direct participant interaction.

Collaboration and Communication Partnerships

1. Strategic Partnerships for Amplified Messaging

• BIH collaborates with the African American Infant and Maternal Mortality (AAIMM) Initiative, First 5 LA, and local healthcare providers to extend its communication reach.
• These partnerships help ensure consistent messaging across multiple platforms, from government websites to social media campaigns.
• Community-based partnerships increase trust and credibility, making messaging more effective within Black communities.

2. Using Data to Inform Communication Strategies

• BIH collects participant feedback and enrollment data to refine messaging approaches and ensure that communication remains relevant.
• Surveys and interviews allow program leaders to adjust content and engagement strategies based on real-world experiences.

Results and Impact of BIH’s Communication Strategies

Through effective communication, the BIH Program has achieved significant engagement and impact, including:

1. Increased Awareness and Enrollment

• Public awareness efforts and strategic messaging have increased program enrollment, particularly in Long Beach, where BIH serves approximately 150 pregnant and postpartum women annually.
• Community-driven outreach has broadened the program’s accessibility, ensuring that information reaches those who need it most.

2. Behavioral Changes and Improved Maternal Health Outcomes

• Participants report increased self-care practices, improved stress management, and greater awareness of maternal health resources.
• BIH’s communication strategies have helped reduce stigma around seeking maternal health support, encouraging more Black women to engage in prenatal and postpartum care.

Takeaways: How Communication Drives Public Health Success

The success of the Black Infant Health (BIH) Program underscores the pivotal role of strategic communication in addressing health disparities. Key lessons include:

1. 1. Culturally Tailored Messaging Increases Engagement
      • Messaging should be affirming, relatable, and reflective of the target community’s values and experiences.
      • Storytelling and lived experiences resonate more deeply than generic health advisories.
   2. Multi-Channel Communication Expands Reach
      • Public awareness campaigns should utilize social media, digital apps, in-person engagement, and community partnerships.
      • Word-of-mouth advocacy through trusted community members can be as effective as traditional marketing efforts.

• Continuous Feedback Improves Communication Effectiveness

1. • Participant surveys and engagement metrics help refine outreach strategies and ensure messaging remains relevant.
   • Programs should remain adaptable, shifting communication techniques to meet changing community needs.

Conclusion: Communication as the Cornerstone of Black Maternal Health Advocacy

The Black Infant Health (BIH) Program in Los Angeles County demonstrates that communication is more than just outreach—it is the foundation of effective public health intervention. Through culturally affirming messaging, strategic partnerships, and multimedia campaigns, BIH ensures that Black mothers receive the support, education, and community connections they need for healthier pregnancies and postpartum experiences.

For public health leaders and policymakers, BIH serves as a model for leveraging communication to drive engagement and improve health outcomes. By prioritizing targeted messaging, community involvement, and continuous feedback loops, agencies can create stronger, more effective health interventions for targeted demographics nationwide.

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