3.2.2.1.1 Communications Strategy Development: The Applicant will be responsible for developing a data-driven communications strategy that targets key maternal, infant and child health challenges in Maryland, including maternal mortality, infant mortality, and racial disparities. This strategy should identify and segment target audiences, with a particular emphasis on prioritized populations, such as non-Hispanic Black/African American communities, where disparities are most pronounced. Additionally, the strategy must incorporate behavioral change theories and models to create tailored messaging that resonates with diverse audiences, promotes healthy behaviors, and encourages preventive practices. A) By May 31, 2025 I. Develop a maternal and child health communications strategy with clear goals to address maternal and infant mortality and disparities as well as chronic risk factors, (e.g., obesity, diabetes, hypertension, and depression) and behavioral factors (e.g., substance use). II. The communications strategy should also document current statewide and regional communications and outreach efforts within this population. III. The communication strategy should also identify main messages and materials to prioritize to improve maternal and child health in Maryland, aligned with the newly developed Women’s Health Action Plan . i. To identify the priority needs, the Applicant may use surveys, key informant interviews, focus groups, and/or existing data to understand needs and preferences ii. The Applicant will be responsible for compensating community members who participate in such efforts iii. The Applicant will also be responsible for any translation service costs as part of their formative work IV. The strategy should develop a list of target audiences, recommended channels, and tailored strategies to reach these audiences. V. The strategy should include a series of geo-targeted marketing campaigns recommendations and recommend methodologies aimed at increasing awareness and audience self-efficacy on the significance of maintaining optimal maternal and child health. VI. As part of the strategy the Applicant will provide an evaluation plan of how to measure effectiveness of message delivery to the target audience. 3.2.2.1.2 After the development of the strategic plan in 3.2.2.1.1, in partnership with the Department, the Applicant will design and prepare ready-to-launch communication initiatives at the interpersonal and personal levels, focusing on community engagement and direct interaction with target audiences. A) This includes developing culturally appropriate and linguistically accessible materials that address specific barriers and motivators for behavior change within the target populations. The vendor may provide graphic design services, but in partnership with the Program and must be approved by the MDH Office of Communications. B) The Applicant will work with the MDH Office of Communications to leverage social and digital media platforms to reach and engage with individuals and families, particularly those in underserved or marginalized communities. All posts will be made by the MDH Office of Communications on behalf of the Department. C) The communication initiatives should aim to attract and engage childbearing age women and partners to seek healthcare services to ensure healthy moms, babies, and overall families. D) The Applicant will conduct pre-testing of all developed communications materials, messages, and strategies to ensure their effectiveness and reception by the target audiences. Feedback collected from pre-testing will be thoroughly analyzed to refine and optimize communications before full-scale implementation. An iterative process for ongoing feedback and continuous improvement will be implemented throughout the project lifecycle to ensure sustained effectiveness and adaptability. E) Topics will be based on the communications strategy developed and feedback from MDH as well as information from the Women’s Health Action Plan. The topics may include but are not limited to infant safe sleep, reproductive health services, increased vaccinations, breastfeeding support, and other findings from the Child Fatality Review, Maternal Mortality Review, and Fetal and Infant Mortality Review programs.
