Abstract
Purpose: In the United States, 13.5% of pregnant adults reported
drinking alcohol, and 5.2% reported binge drinking between 2018
and 2020. Even moderate alcohol consumption during pregnancy
can lead to adverse outcomes, such as low birth weight, premature
birth, and intrauterine growth restriction. Around 119,000 children
are born with fetal alcohol syndrome (FAS) each year. The purpose
of this collaborative project was to create a social media deliverable
to decrease alcohol consumption in pregnant parents in
Georgia, USA.
Methods: Using the SM 10-step model, Master of Public Health
Students from Georgia Southern University (GSU), Georgia in collaboration with Creative Business students from Breda University of
Applied Science (BUas), the Netherlands, designed an evidencebased SM product. They were mentored by public health and media
faculty from both institutions. Roles and responsibilities according
to the skill sets were divided, but briefly: students 1) identified a
target audience; 2) conducted tertiary data collection; 3) set goals
and objectives; 4) developed 4 P’s (product, price, place, and promotion) 5) developed marketing strategies.; 6) and used the strategy
to create a specific social media deliverable.
Results: Utilizing the 10-step model social marketing strategy, stateof-the-art marketing and digital media techniques, and evidencebased strategies to build a WEBSITE that focuses on increasing
knowledge, changing beliefs, and changing behavior to reduce alcohol consumption during pregnancy.
Conclusions: This collaborative project demonstrates effective collaboration between disciplines from different world regions utilizing
strengths from both teams: public health and digital media skills to
create an SM product that will be used to prevent alcohol consumption during pregnancy
Key messages:
• Current project utilized the 10-step Social Marketing model and
state-of-the-art media techniques to build a website to reduce alcohol consumption during pregnancy.
• Effective collaboration between different discipline created a Social
Media product that will be used to promote healthy behaviors
during pregnancy
drinking alcohol, and 5.2% reported binge drinking between 2018
and 2020. Even moderate alcohol consumption during pregnancy
can lead to adverse outcomes, such as low birth weight, premature
birth, and intrauterine growth restriction. Around 119,000 children
are born with fetal alcohol syndrome (FAS) each year. The purpose
of this collaborative project was to create a social media deliverable
to decrease alcohol consumption in pregnant parents in
Georgia, USA.
Methods: Using the SM 10-step model, Master of Public Health
Students from Georgia Southern University (GSU), Georgia in collaboration with Creative Business students from Breda University of
Applied Science (BUas), the Netherlands, designed an evidencebased SM product. They were mentored by public health and media
faculty from both institutions. Roles and responsibilities according
to the skill sets were divided, but briefly: students 1) identified a
target audience; 2) conducted tertiary data collection; 3) set goals
and objectives; 4) developed 4 P’s (product, price, place, and promotion) 5) developed marketing strategies.; 6) and used the strategy
to create a specific social media deliverable.
Results: Utilizing the 10-step model social marketing strategy, stateof-the-art marketing and digital media techniques, and evidencebased strategies to build a WEBSITE that focuses on increasing
knowledge, changing beliefs, and changing behavior to reduce alcohol consumption during pregnancy.
Conclusions: This collaborative project demonstrates effective collaboration between disciplines from different world regions utilizing
strengths from both teams: public health and digital media skills to
create an SM product that will be used to prevent alcohol consumption during pregnancy
Key messages:
• Current project utilized the 10-step Social Marketing model and
state-of-the-art media techniques to build a website to reduce alcohol consumption during pregnancy.
• Effective collaboration between different discipline created a Social
Media product that will be used to promote healthy behaviors
during pregnancy
| Original language | Undefined/Unknown |
|---|---|
| State | Published - 2025 |
