This document provides an introduction and overview of the Text4baby program. Text4baby is a free mobile health information service that sends pregnant women and new mothers tips to promote maternal and child health. The summary describes how Text4baby works, its national partnerships, account managers, outreach partner benefits, and strategies for promoting enrollment.

1. An Introduction to
Text4baby
Partnership

2. What is text4baby?
 A free mobile information service
designed to promote maternal and
child health.
 An educational program of the National
Healthy Mothers, Healthy Babies
Coalition (HMHB).
 A service that provides pregnant
women and new moms with information
to help them care for their health and
give their babies the best possible start
in life.
 The largest national mobile health
initiative to date.

3. How Text4baby
How Text4baby Works Works
User registration via
text or website:
Text BABY/BEBE to
511411
User gives zip and due
date/DOB
If pregnant, user gets a
starter-pack of 6 key
messages (over 2wks)
User gets free tips
3x/week
Ends if user texts STOP
or on the baby’s 1st
b-day

4. National Partnership
National Partnership

5. Diverse Partners in Health Ecosystem
Federal Agencies 50 State Health & 96 Health Plans
Medicaid Agencies
Major Health Assns. Hospital Networks
Media Partners >50 State &
Local Coalitions

6. Meet Your Account Manager!
Meet your Account Manager!
Alaska – Kathleen Michigan - Kathleen
Alabama – Luisa Minnesota - Lindsay
Arizona – Luisa Mississippi – Luisa Tennessee – Luisa
Arkansas – Luisa Missouri – Kathleen Texas - Luisa
California – Kathleen Montana – Lindsay U.S. Territories – Luisa
Colorado – Luisa Nebraska – Kathleen Utah - Lindsay
Connecticut – Lindsay Nevada – Lindsay Vermont - Kathleen
Delaware – Lindsay New Hampshire – Lindsay Virginia - Luisa
Florida – Luisa New Jersey – Kathleen Washington - Lindsay
Georgia – Lindsay New Mexico – Luisa Washington D.C. - Luisa
Hawaii – Luisa New York – Kathleen Wisconsin - Kathleen
Idaho – Lindsay North Carolina – Lindsay West Virginia - Lindsay
Illinois – Kathleen North Dakota – Lindsay Wyoming – Kathleen
Indiana – Lindsay Oklahoma - Kathleen
Iowa – Luisa Ohio - Lindsay  Lindsay Handelsman:
Kansas – Lindsay Oregon - Kathleen lhandelsman@hmhb.org
Kentucky - Kathleen Pennsylvania – Luisa  Kathleen Murphy:
Louisiana – Kathleen Puerto Rico – Luisa kmurphy@hmhb.org
Maine – Kathleen Rhode Island - Lindsay  Luisa Soaterna-Castaneda:
Maryland – Kathleen South Carolina - Luisa luisa@hmhb.org
Massachusetts – Luisa South Dakota – Lindsay
 Please contact Emilia Guasconi at eguasconi@text4baby.org if you are a health plan. If
you are a national organization, please email partners@text4baby.org , and we will direct
you to your appropriate account manager.

7. Overview of Outreach Partner
Benefits
 No cost to partners
 Resources available at www.text4baby.org including flyer art, tip sheets,
boilerplate language, press release templates, and more.
 Bilingual promotional materials.
 Access to text4baby logo and Adobe InDesign art files for customization.
 Promotion in Text4baby Tuesday, a weekly e-mail alert providing
program updates.
 Receive updates on campaign from national staff
 Recognition on the text4baby website & in select communications.
 Opportunity to be connected with your peers for collaboration.
 Access to zip code-level data to track local enrollment.
 Technical assistance through HMHB.

8. Steps for Making a Difference for
Moms
 Coalition Building
 Increasing capacity to reach more women
 Ensuring communication and coordination
 Promotional Materials and Resources
 Posters in health clinics/exam & waiting rooms
 Distributing tear off pads and referral cards
 Customizing Materials with your organization’s logo
 Tip sheets, boilerplate language, press release templates
 Outreach and Communications
 Mass emails to network
 Staff trainings
 Promotion at conferences
 Events in community
 Bus and Mall Kiosk Advertisements
 “On-Hold” messages
 Incorporating text4baby into intake process
 Outreach to elected officials
 Enrollment Data Use for Outreach and Evaluation
 Specific zip-code level data to assist in developing outreach
and marketing strategies
 Evaluating Success
 Media Outreach
 Press Releases
 E-newsletter or print newsletter
 Radio and TV PSA distribution
 Flash Mobs
 Youtube
 Facebook
 Twitter
 Website Promotion

9. Text4baby Coalition Building
 What is coalition building?
Coalition building allows organizations to work
together to accomplish change that no one group
could have accomplished on its own
Building a state-wide or local coalition around text4baby
will:
 Help ensure communication and coordination
between partners
Increase the capacity to reach more women
Allow organizations with similar goals to raise
awareness about maternal and child health, and tools
like text4baby, to a degree that may not be achieved
alone
To facilitate coalition-building we will provide you with a
list of all of the partners in your state with contact
information for the text4baby coordinator at that
organization
Stated simply: We believe that working together increases the potential for
success.

10. Building a Coalition: New
Hampshire
 The New Hampshire Coalition, led by the New Hampshire Department of Health
WIC and Maternal and Child Health Divisions has had great success by building on
existing contacts and networks. Their coalition building efforts evolved in three
phases:
1) Internal collaboration across the Department of Health to print
materials, send email blasts, and bring text4baby materials to all outreach
events.
2) Each program within the Department of Health reached out to their
community partners and stakeholders to gain buy-in and raise awareness about
text4baby. This included other state agencies, community action groups, and
other social service programs.
3) Outreach to retail and private sector groups, public association
websites, utilized existing partnerships and networks, promoted text4baby
through publications/ local radio
 The New Hampshire Coalition convenes quarterly coalition meetings with partners
and also provides a quarterly update via email to all programs.
The hard work and collaboration of the New Hampshire Coalition earned the state
2nd place in the 2011 Text4baby State Enrollment Contest

11. Building a Coalition: Kansas
 The state lead organization is the Kansas Department of Health and
Environment.
State lead effectively communicates with partners across the state
and actively engages the coalition to promote the program
 Bi-weekly emails to partners encouraging text4baby promotion
and collaboration between organizations
State lead often presents on text4baby, both formally at
conferences and informally at brown bag lunch events at
organizations wanting to learn more about text4baby
 As part of state-wide collaborative efforts, the Kansas WIC
program created billboards to promote text4baby

12. Promotional Materials
Promotional Materials
 Flyers Tear-off pads
Bilingual
Referral cards
Access materials at http://www.text4baby.org or request Adobe InDesign
files for these materials from your account manager.

13. Training Staff and Engaging
Community: Los Angeles
 During a sharing session co-hosted by the Los Angeles County
Department Public Health, partners shared current initiatives:
 The Public Health Foundation Enterprise (PHFE) WIC
 Trained staff to promote text4baby in their education programs
and one-on-one appointments
 First 5 LA
 Engages their community coalitions in a prenatal campaign
 Health Net
 Promotes the service through commercial and state health
plans
 Information about text4baby on their website and in their
newsletters.
 L.A. Care Health Plan
 Distributes co-branded flyers, posters and information at health
fairs, health education classes, and at Family Resource Centers
 Information also hung in provider offices or given to patients

14. Spreading the word: Palm
Beach County
 Healthy Mothers, Healthy Babies Coalition of Palm Beach County kick off
with local Wal-Mart
 Bilingual text4baby flyer in shopping bags
 Local radio promoted event and provided entertainment
 Local restaurants offered free food and drinks
 Raffle with gifts for new moms and babies

15. Minnesota Bus Advertisements
 Advertising campaign on
busses that serve the Twin
Cities Metro area.
 Campaign started on
September 2nd and will run
for 4 weeks on 35 (or more
buses) that service the
metro area on a daily basis.
 Total cost: $9000. This
included design and
production of the ads and
the 4-week campaign.
 Campaign funded by a
federal Pregnancy
Assistance Fund grant
through the Office of
Adolescent Health.

16. Mall Signs in Solano County, CA
First 5 Solano worked
with the local mall to
display text4baby
posters in kiosks
where over 8 million
shoppers pass through
each year!

17. Using Data to track promotional
efforts
text4baby Enrollment by Zip Code
Virginia Feb-Aug 2010
Smart Beginnings of
Martinsville-Henry
County in
Martinsville, VA
placed six text4baby Six text4baby billboards
billboards in areas went up in Martinsville
with high traffic.

18. Using Data to track promotional
efforts
Alabama Text4baby Enrollment by Date
2/2/10 - 8/17/11 Aug. 17/18: News
180 release & media
Number of New Unique Users
160 coverage
140 Promo to AL
120 chapters of MMAs
100
80
60
40
20
0
WOM promo
to DSPs
Date
 August press release included quote from State Health Officer and commitment to
enroll 60,000 users by end of 2011.
On 8/18/11, 17% of the day’s new users came from Alabama (128 out of 771).
 In the weeks leading up to news release, the AL DOH attended numerous health
fairs, conferences, and other activities to increase providers’ knowledge of text4baby.
 In April 2010, ADPH promoted text4baby at the conferences of the Alabama Chapters
of the American Academy of Pediatrics, the American Congress of Obstetricians and
Gynecologists, as well as to the State Perinatal Advisory Council, health care
providers, and WIC clinics.

19. Gain Access to Data: Text4baby
Enrollment Dashboard
 Partners can sign a Data
Use Agreement to gain
access to zip-code specific
enrollment data
 DUA grants access to
specific data fields to assist
in developing outreach and
marketing strategies and
evaluating success
 Completed DUAs can be
filled out and returned to
Research Manager, Jessica
Bushar at
jbushar@hmhb.org, or faxed
to her attention at 703-684-
5968

20. Media: Celebrating Success
Baby on the way? New mom?
#text4baby is a free service
that texts mom health tips & info on
free services. text BABY to 511411.
¿Bebé en camino? ¿Nueva mamá?  http://www.youtube.com/watch?v
#text4baby un servicio de SMS gratis =BQ0RFUlphu4
ofrece consejos de salud/info de  http://www.youtube.com/watch?v
=NSAUQXm8vFI&feature=related
servicios para mamás Envié
BEBE al 511411

21. What media strategies/tactics work
to get moms to enroll in text4baby?
North Carolina
PSAs launch
7/26/11
Number of Radio PSAs
New
Unique
Users
Date (January 1, 2011 through August 11, 2011)
 NC moved from 28th place in the State Contest on 7/19 to 1 st on 8/29
 In the week from 7/26 to 8/2, 451 people in NC enrolled; for the week between 7/19 and
7/26, only 110 people enrolled in NC. This is an increase of 400%.
 Enrollment spikes were concentrated around specific times, corresponding with when
the PSAs were being shown. The PSA is running throughout the month of August on
popular television channels and in movie theatres.
 In April 2011, 525 text4baby radio spots ran on 8 stations in 3 markets.

22. Best Practices: Nevada Flash Mob

23. Connecting Kids to Coverage
& Text4baby
 4 million births each year; almost half are to beneficiaries of Medicaid
 February 28, 2012 Secretary Sebelius and Surgeon General announce
partnership between Connecting Kids to Coverage, administered by
Centers for Medicare & Medicaid Services (CMS), and text4baby
“Text-messaging is a part of the culture in terms of how we communicate.
Using text-messaging to help conduct outreach to families about health
coverage for their children is just one more way that the appropriate use of
technology is enhancing how we make sure pregnant women and children
get the health care they need.” – Dr. Regina Benjamin, U.S. Surgeon General

24. 2012 State Enrollment Contest
 Contest Period: May 17, 2012- October 22, 2012
 National Organizations that are supporting the Contest :
 American Public Health Association
 Association of Maternal and Child Health Programs (AMCHP)
 Centers for Medicare and Medicaid Services
 CityMatCH
 National Healthy Start Association (NHSA)
 March of Dimes
 National Association of County and City Health Officials (NACCHO)
 National Campaign to Prevent Teen and Unplanned Pregnancy
 National WIC Association
 Southern Governors’ Association
 State Rankings:
 Based on new users who enroll during contest period as a percentage of eligible moms (based
on CDC live birth data)
 Three groups of states/territories with similar numbers of estimated new pregnancies and new
infants competing against each other
 Prize:
 Announcement of winners and national recognition at American Public Health Association
Conference on October 29, 2012 in San Francisco, CA

25. Have your outreach featured
Tuesday!
inText4baby Tuesday

26. Q&A
Contact Instructions and Information:
Your account manager will be able to provide you with:
Adobe InDesign Files and the text4baby logo for promotional
materials
Link to sign up for Text4baby Tuesday e-newsletter
Contact information for other partners in your state
Any other technical assistance you may need
Please contact your account manager for any of the above
resources or if you have any questions!
Lindsay: lhandelsman@hmhb.org
Kathleen: kmurphy@hmhb.org
Luisa: luisa@hmhb.org
Emilia: eguasconi@text4baby.org