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Welcome to the

Military Families Learning Network Webinar:

Novel Communication Tools: Using Text4Baby & Just In Time

Parenting to Meet the Needs of Parents

This material is based upon work supported by the National Institute of Food and Agriculture, U.S. Department of Agriculture,

and the Office of Family Policy, Children and Youth, U.S. Department of Defense under Award Numbers 2010-48869-20685 and 2012-48755-20306.

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Welcome to the

Military Families Learning Network



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• Webinar participants who want to get 2.0 NASW CE Credits (or just

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Today’s Presenters:

Luisa Soaterna-Castañeda, MPH is the Multicultural Outreach Manager for the

Text4Baby program at the National Healthy Mothers, Healthy Babies Coalition (HMHB).

She coordinates outreach to multicultural communities and faith-based communities, as

well as targeted outreach among designated partners whose work involves Spanish-

speaking audiences. She also provides technical assistance for various states while also

overseeing the development, translation and editing of bilingual materials, messages and

resources. Luisa has extensive experience as a community advocate, interpreter and

leader in public health. She has worked with the U.S. Department of Health and Human

Services’ Office of Minority Health, the Virginia Department of Social Services and the

Virginia Governor’s Office as the Latino Liaison. Luisa was recently appointed to serve on

the Commonwealth of Virginia Health Commissioner’s Minority Health and Health Equity

Advisory Committee (MHHEAC) and she currently serve as a board member to

Colaborando Juntos, a non-profit based out of Richmond, Virginia whose primary

purpose is to connect service providers who cater to the Latino community.

INSERT PHOTO

http://www.hmhb.org/about-us/staff-board-of-directors/





Aaron T. Ebata, PhD is an Associate

Professor and Extension Specialist in the

Department of Human and Community

Development at the University of Illinois at

Urbana-Champaign (UIUC). He received his

B.S. degrees in Biology and Psychology from

the University of Hawaii and completed his

M.S. and Ph.D. degrees in Human

Development and Family Studies from Penn

State. Dr. Ebata's research and outreach

interests focus on applying research to develop

and evaluate programs that promote healthy

parenting practices. He has collaborated on

research on military families following

reintegration and currently focuses on

technological applications for outreach. Dr.

Ebata serves as the director of the Autism

Program at UIUC, which provides consultation,

resources, and training for families with

individuals on the autism spectrum, as well as

for professionals who serve them. A former

elementary and preschool teacher, Dr. Ebata is

the father of two teen-aged sons.

Pat Tanner Nelson, Ed.D. is an Extension

Specialist and a Professor in the Departments of

Human Development and Family Studies and

Applied Economics and Statistics at the

University of Delaware. Pat is a Certified Family

Life Educator with the National Council on Family

Relations. She received her doctorate in Family

and Community Education from Teachers

College, Columbia University, a graduate degree

in Family Life Education (Michigan State

University) and B.S. in Human Ecology (Kansas

State University). Dr. Nelson focuses on parent

education and support, family stress

management, and work/family integration. She is

a co-team leader for eXtension Just in Time

Parenting, a national interactive resource that

strives to bring high quality, research-based

information to families at the time it can be most

useful and make the biggest difference in their

lives.

INSERT PHOTO

INSERT PHOTO

http://www.extension.org/pages/69735/aaron-t-ebata.U0wn19DD8dU


http://www.extension.org/pages/69009/pat-tanner-nelson.U0woGdDD8dU


Text4baby: A

Tool for

Engaging

Families

Harnessing the Power of Mobile

for Maternal & Child Health in the

U.S.

text4baby

The Need

text4baby

Maternal & Child Health in the U.S.

8

• African-American babies die

at a rate more than twice that

of their White counterparts.

• Puerto Ricans have a low

birth weight rate that is 60

percent higher than the rate

for non-Hispanic Caucasians.

• Mexican American mothers

were 1.9 times as likely as

non-Hispanic white mothers to

begin prenatal care in the 3rd

trimester, or not receive

prenatal care at all.

Each day in America:

• 11,686 babies are born

• 1,487 babies are born preterm

• 964 babies are born with low birth weight

• 78 babies die before their first birthday

Source: March of Dimes

Infographic source: http://www.bestmasterofscienceinnursing.com/health/

Infant mortality rate in the U.S. is one of

the highest among developed nations.

text4baby

Maternal & Child Health in the U.S.

• Many factors contribute to these

negative outcomes including:

– Lack of access to prenatal care

– Negative health behaviors such as

smoking or substance abuse

– Poverty

– Unsafe sleep for baby

• Ensuring that pregnant women

are well informed about their

pregnancies, connected to

available health resources and

getting prenatal care can help.

• Text4baby leverages moms’ cell

phone to do just that.

The Need

9

text4baby

Mobile Devices Help Make a Difference

10

0% 10% 20% 30% 40% 50% 60% 70% 80%

Medicare

Veteran's health

No insurance

Individual policy

Employer-sponsored

Tricare

Medicaid

43%

45%

63%

65%

68%

74%

79%

Text message usage by insurance type

Source: PricewaterhouseCoopers HRI

Consumer Survey, 2010

• 99% of text messages are read. 90% are read within 3 minutes

• People of color are more likely to text than their White counterparts

• Low-income Americans text more than higher-income adults

text4baby

Who We Are: Text4baby at a Glance

Text4baby

Text4baby Supports Your Patients • Text4baby is the largest mobile health

initiative in the nation reaching over 701,000

moms since launch in 2010 and is available

in all 50 states and the U.S. territories.

• Pregnant women and moms with babies

under one sign up by texting BABY (or

BEBE for Spanish) to 511411.

• Receive FREE messages three times

per week timed to due date or baby’s

birthdate

• Experts review messages routinely to

ensure medical accuracy (CDC, ACOG,

AAP, March of Dimes, etc.)

• Reaches low-income and young women,

particularly those who identify as Hispanic

or African-American. Research shows that

these women are at a higher risk of having

disproportionately poor birth outcomes.

12

• Text4baby reinforces and supports

ongoing patient education and assists

with patient retention through critical

messages and reminders:

What to Expect for Labor

Mom and Baby’s Appointment and

Immunization Reminders

Healthy Eating for Mom and Baby

Safe Sleep

Urgent News (e.g. pertussis outbreaks and

product recalls)

Health Insurance Information

Resource Hotlines and Websites

text4baby

Text4baby Founding Partners

Who We Are

13

Non-Profit

maternal and child

health expert

Leader in mobile

health technology

& strategy

Founding Sponsor

& World’s 6th

largest consumer

health company

Association

representing U.S.

mobile phone

companies

Nation’s public

health agency

Federal leader in

innovation

Healthcare sector

communications &

marketing expert

text4baby

Mobile Provider Partners

Participating mobile providers have agreed to deliver Text4baby to their

subscribers at no charge.

text4baby

Engaging the Community: More than 1,100 National, State

and Local Partners

text4baby Enrollment by Zip Code

Virginia Feb-Aug 2010

Text4baby’s Research Director routinely monitors and analyzes a wide array of data collected by

the program to inform and improve program promotional, outreach, and product strategies.

Additionally, Text4baby provides partners with access to real-time enrollment data to support them

in understanding the impact of outreach initiatives on enrollment.

In Martinsville, Virginia six

text4baby billboards in Martinsville

resulted in enrollment increases

Real-Time Data Portal Tracks Outreach Impact

and Enrollment

text4baby

Reach and Receptiveness

text4baby

Text4baby is Reaching its

Target Audience

• Text4baby is reaching

individuals early in their

pregnancy

– 47% enrolled during the

first trimester.

• Text4baby is reaching

women in high-poverty

areas

– A higher percentage of

Text4baby users live (or

lived upon enrollment) in

zip codes with the

highest levels of poverty

compared to the overall

U.S. distribution.

18

text4baby

Well Received by Participants • 99% of WIC participants in an Emory University study (baseline

n=468) had no concerns about enrolling in Text4baby; 95%

reported the enrollment process was easy; 92% regularly read

Text4baby messages; and 88% planned to continue to use

Text4baby.1

• 93% of participants who responded to a Text4baby survey said

they would refer Text4baby to a friend (n=26,650) and rated the

helpfulness of the service a 7.7 out of 10 (n=38,090).2

• The average satisfaction rating for participants who participated in

the California State University San Marcos National Latino

Research Center and University of California, San Diego

(CSUSM/UCSD) evaluation was 8.5 out of 10, with Spanish-

speaking participants reporting a higher level of satisfaction

compared to English-speaking participants.3

Well Received

1. Gazmararian, J., Elon, L., Yang, B., Graham, M., Parker, R. (2013). Text4baby Program: An Opportunity to Reach Underserved Pregnant and Postpartum Women?

Maternal Child Health Journal. Abstract available: http://www.ncbi.nlm.nih.gov/pubmed/23494485.

2. Kaleka, A., Olsen, R., & Sweet, M. (2012, April 28). Utilization of Text4baby to Improve Maternal and Infant Outcomes with an Interdisciplinary Team.Seattle,

Washington. Available: http://www.fmdrl.org/index.cfm?event=c.accessResource&rid=3850.

3.California State University, San Marcos (2011). San Diego Researchers First to Report Positive Impact of Text4Baby Program [press release]. Retrieved

from:https://www.text4baby.org/templates/beez_20/images/HMHB/SD_press_release.pdf. Total sample size for first survey = 122.

http://www.fmdrl.org/index.cfm?event=c.accessResource&rid=3850

Text4baby is Making an Impact

text4baby

Content Development

Text4baby

Delivery and

Exposure

Reactions/

Receptivity Mediators

Behavior

Change

Health Outcomes Social, cultural, & physical environment

moderate each pathway

Text4baby’s Logic Model

Adapted from Doug Evans, et al. (2012) mHealth conceptual model of behavior change for the Text4baby project.

Social cognitive theory and the health belief model used to predict behavior change

text4baby

Literature

Review

Priority

Topics

Audience

Testing

Content

Development

Expert

Review

Audience

Testing

Ongoing

Revision

Content Development & Review

Text4baby’s Content Manager -- who developed the

American Academy of Pediatrics Bright Futures guidelines

— ensures accuracy, currency, and consistency with

medical research and science.

text4baby 24

Content Development Council: • American Academy of Pediatrics (AAP)

• American College of Nurse-Midwives (ACNM)

• The American College of Obstetricians and

Gynecologists (ACOG)

• Association of Women’s Health, Obstetric and Neonatal

Nurses (AWHONN)

• Centers for Disease Control and Prevention (CDC)

• Health Resources & Services Administration (HRSA)

• March of Dimes (MOD)

• National Association of Pediatric Nurse Practitioners

(NAPNAP)

• Society for Maternal-Fetal Medicine (SMFM)

Experts Develop and Review ALL

Text4baby Content

• 267 Messages Total

• Breakdown of messages by broad topic area:

• 61 Safety

• 56 Development

• 45 Nutrition

• 44 Support

• 30 Infectious disease

• 20 Health care access

• 18 Well baby visit

• 18 Symptoms

• 11 Screening

• 9 Prenatal care

• 8 Oral health

Text4baby Addresses Critical Maternal

and Child Health Topics

• 58% contain additional health and resource info

• 46% (123 messages) link to text4baby mobile web pages developed in partnership with major medical associations

• 25% (68 messages) provide a resource phone number

• 45 links to videos

• 15 visit & appointment reminders

• 6% of messages link to external websites

• 9 messages prompt mothers to text back LIKE when they find a message helpful

• 7 messages encourage mothers to text back MORE to get additional information

• 4 interactive user feedback and engagement survey questions (e.g. “Did you ask your provider about a health topic covered in Text4baby?”)

• 3 interactive modules that connect moms to healthcare, remind moms of well-baby visits & immunizations, and encourage flu shot vaccination

• 2 Quizzes (Food safety in pregnancy and car seat safety in infancy)

Interactivity in Text4baby Service

(1/2) text4baby: Every

week of pregnancy is

important for your

baby’s development. So

if you have a healthy

pregnancy, wait for

labor to begin on its

own. (1/2) Go to

text4b.org/088 to watch

a fun video about

waiting for at least 39

weeks.

Message Layers of Additional

Resources

Mobile Web Pages Provide More Information

Videos and more

information

text4baby

Connecting to Health Coverage

Partnership with Centers for Medicare & Medicaid Services (CMS)

– In February 2012, the Connecting Kids to Coverage initiative of CMS partnered

with Text4baby to drive enrollment in CHIP, Medicaid, and Text4baby.

– Text4baby launched a module of interactive messages in December, 2013

designed to encourage Medicaid/CHP application, enrollment and renewal

Medicaid Module Design

– 3 days after enrolling, participants are asked their insurance type.

– Those who respond “no health insurance” are sent info. on Medicaid/CHIP

eligibility and how to enroll. They receive a second message 7 days later asking if

they applied for coverage.

– Those who respond “Medicaid/CHIP” or indicate they have applied for coverage,

receive information on how to renew Medicaid/CHIP coverage.

Partnership with Kaiser Family Foundation (KFF)

– KFF interviewed Text4baby participants to better understand the impact of the

Medicaid Module.

28

text4baby 29

20% Employer

Text4baby’s Medicaid / CHIP module

Text4baby | Medicaid / CHIP module Results by Text4baby Participant:

Pregnant vs. Mother with infant < 1 year of age

text4baby 31

20% Employer

Text4baby | Medicaid / CHIP module Results by Language Group

text4baby

KFF Findings

• Text4baby featured in February 2014 Issue Brief: Profiles of Medicaid

Outreach and Enrollment Strategies: Using Text Messaging to Reach and

Enroll Uninsured Individuals into Medicaid and CHIP

• Findings from telephone interviews with 43 Text4baby participants exposed

to Text4baby Medicaid Module.

• Highlights include:

– Respondents had limited knowledge of Medicaid/CHIP before Text4baby enrollment

– Many sought additional info. on Medicaid/CHIP after receiving Text4baby messages

– A number of respondents applied for Medicaid/CHIP after receiving Text4baby

messages and most that applied had successfully enrolled

– Most that applied said Text4baby health coverage messages were an important factor

in their decision to apply

– Nearly all said Text4baby is useful and would like to receive more messages about

health insurance

32

text4baby

Encouraging Flu Shots Through Interactive

Module: 2012 Flu Module

33

• Overall Goal of the Flu Module:

• Reduce barriers to influenza vaccination by providing tailored educational

messages and offering appointment reminders to ALL text4baby users

• Research Goals:

– Can text4baby be a useful tool to increase:

1. Flu vaccination rates (for pregnant women & moms with

infants)?

2. Intent to get vaccinated during this flu season?

– To address barriers:

1. Forgetting/busy

2. Cost

3. Health concerns such as safety and efficacy

text4baby 34

2013-2014 Flu Module Goals

1. Send timely messages and reminders to all T4B users during flu season

• The initial message and general reminder will be implemented monthly (6

times)

2. Send coupon codes for free flu shots to users living in areas near a Rite

Aid

3. Gain insight on the effectiveness of providing coupon codes for

free flu shots via text message

4. Gain data on flu shot prevalence in November and April, to compare to

CDC data

text4baby

Text4baby: It's flu season. Everyone 6 months & older needs a flu shot. Babies under 6 months can't get the shot yet, but mom's shot helps protect baby too!

Low-cost flu shots are available. Ask your Dr, health plan or local drug store. To find a location nearby call CDC at 800-232-4636 or visit text4b.org/125

2013 Flu Module

Text4baby: Checking in! Since October 2013, did you get a flu shot? Reply 1 for Yes, I got it when I was pregnant; 2 - Yes, I got it after baby was born; 3 – No. Text4baby: T4B wants to know about baby's flu shot too! Since October 2013, did baby get a flu shot? Reply 1 for Yes or 2 for No

Text4baby: This is a flu shot reminder. Protect baby & yourself by getting the flu shot! Call your Dr. or find a location at text4b.org/125 or call 800-232-4636

YES

Text4baby: Rite Aid is giving up to 10,000 FREE flu shots to T4B moms over 18 that haven't gotten a flu shot this season.

Do you want a FREE flu shot? Reply YES and we will send you a coupon code to use at Rite Aid. More info at text4b.org/126

Text4baby: Here is your FREE flu shot code: CCCCCCCCCCC. Keep your code safe; we cannot resend it. The code can only be used once and only at Rite Aid. Code expires 1/31/2014 or after first 10,000 are claimed. Show code to pharmacist to redeem. For questions, call local Rite Aid: riteaid.com/store-locator

1

2

3

2 w

ee

ks

Text4baby: Mom, don’t forget to use your free flu shot code at your nearest Rite Aid. The code was sent in an earlier T4B text. Code expires 1/31/2014

November & April

Immunization Module Pilot

Overview Background/Goal

• Piloted with Immunize Nevada and California Department of Health

• Encourage timely well-baby visits and immunization at birth, 2, 4, 6, and 12 months and gain insight around self-reported visit attendance and immunization

Design

• Hep B: Education before birth & follow-up after asking if baby received vaccine

• Well-baby Visits & Immunization: (1) Education 2 weeks prior to baby’s 2, 4, 6, and 12 mo. birthdays, (2) Opportunity to set up reminders at two points, (3) Follow-up 2 weeks after baby’s 2, 4, 6, and 12 mo. birthdays asking if they went to their well-baby visit and got their baby vaccinated (for those who attended)

• Evaluation: Follow-up 3 weeks after 6 or 12 month birthday asking if messages helped to get baby vaccinated

Sample

• A total of 11,117 participants provided one or more responses to questions asked from 3/5/13 – 5/23/13; over 40% responded to at least one question and 10% responded to every question

37

Immunization Module: Immunization Key Findings

Well-baby Visit Attendance Higher Among Moms Who Receive Education & Reminders

- Well-baby visit attendance is higher among participants who receive educational and reminder messages about their upcoming visits.

- This relationship was stronger among respondents receiving messages in Spanish.

High Self-Reported Hep B Vaccination

- Respondents report high rates of hepatitis B vaccination (81% in CA; 90% in NV).

Respondents Find Messages Helpful

- 72% of respondents reported messages were helpful in remembering to get baby vaccinated.

- 90% of Spanish-speaking respondents reported the messages were helpful.

38

text4baby

Clinical Text4baby Implementation

text4baby 40

text4baby | Quality Metrics |

Customer Satisfaction

Getting Care

Getting care easily

Getting care quickly

Satisfaction with physicians

How well doctors communicate

Rating of personal doctor

Rating of specialists

Rating of care received

Satisfaction with health plan svcs

Handling claims

Rating of health plan

Customer service

Prevention

Children and adolescents

Well-child visits, infants

Well-child visits, ages 3-6

Access for children ages 7-11

Adolescent well-care visits

Early immunizations

Adolescent immunizations

BMI percentile assessment

Nutrition counseling

Physical activity counseling

Women's reproductive health

Timeliness of prenatal checkups

Postpartum care

Cancer screening

Breast cancer screening

Cervical cancer screening

Colorectal cancer screening

Other Preventative Services

Adult BMI assessment

Chlamydia screening

Flu shots for older adults

Treatment (1)

Asthma

Medicate asthma appropriately (5-11)




Diabetes

Blood pressure control (140/80)

Blood pressure control (140/90)

Retinal eye exams

Glucose testing

Glucose control

LDL cholesterol screening

LDL cholesterol control

Monitoring kidney disease

Heart Disease

Beta blocker after heart attack

Controlling high blood pressure

LDL cholesterol screening

LDL cholesterol control

Treatment (2)

Mental and behavioral health

Depression--adhering to medication for 12 wk

Depression--adhering to medication for 6 mo

Follow-up after mental illness hospitalization

Alcohol/ drug dependence treatment initiated

Alcohol/ drug dependence treated for 30 days

Follow-up after ADHD diagnosis

Continued follow-up after ADHD diagnosis

Other treatment measures

Use of aspirin

Appropriate antibiotics, adults acute bronchitis

Appropriate testing/ care, children/pharyngitis

Medication for rheumatoid arthritis

Monitoring key long-term medications

Steroid after hospitalization for acute COPD

Bronchodilator after hospital/ acute COPD

Testing for COPD

Appropriate antibiotic use, children with URI

Appropriate use of imaging for low back pain

NCQA Scorecard (HEDIS/Star )

text4baby 41

EPSDT Measures

Text4baby

Early Assessing and identifying problems early

• Communicating to mothers appropriate

pregnancy and developmental outcomes by

prenatal and age stage

• Increasing awareness of early developmental

milestones and outcomes and encouraging

early intervention

Periodic Checking children's health at periodic, age-

appropriate intervals

Text4baby messages follow current national

guidelines and create visit prompts and reminders

based on the periodicity of prenatal and

preventive care visits for infants (ie, AAP/Bright

Futures periodicity schedule)

Screening

Providing physical, mental, developmental, dental,

hearing, vision, and other screening tests to

detect potential problems

Text4baby messages encourage the following:

Prompt preventive care visits for children

including visit reminders

Encouragement and reminders for

vaccinations based on ACIP

recommendations including resources for

low cost and free vaccinations

Reminders to ask about lead screening

Encouragement to seek vision screening

Resources and education regarding dental

care

Infancy milestones and resource sharing

for early intervention

Hearing screening and follow-up

Diagnosis Performing diagnostic tests to follow up when a

risk is identified, and

• Follow up messaging on newborn screening

and early intervention services

Treatment Control, correct or reduce health problems found.

• Encouragement of accessing health services

and following up on health care issues

text4baby 42

CHIPRA Measures

Text4baby

Immunizations Childhood immunization status

(by 2nd birthday)

• Encourages immunization based on ACIP

standards and includes messaging on how

to access free and low cost vaccinations

Screening Weight assessment for

children/adolescents

• Provides messaging on importance of weight

for length measurements and discussions

regarding appropriate weight for length with

health care provider

Well-child Care Visits (WCVs) WCVs in the first 15 months of

life

• Includes visit prompts reinforcing the

AAP/Bright Futures periodicity of preventive

care visits. Mothers can also use the service

to create prompts to remind them of the

scheduled visit.

Dental Total eligible receiving

preventive dental services

• Encourages the establishment of the dental

home and 1st dental visit

text4baby

Enrollment and Appointment

Reminders

text4baby

Help Enroll Patients-Signing up is Easy!

44

1) Text BABY to 511411 (BEBE

for Spanish)

2) Follow prompt to enter due

date or baby’s DOB

4) Receive FREE tips each week

throughout pregnancy & until baby’s 1st

birthday!

3) Enter zip code

text4baby

Enroll Patients from Web Enrollment

Button

45

• In addition to SMS enrollment, patients can enroll online at

www.text4baby.org

• If you have access to a computer, consider enrolling patients online

during appointment

• You can add the web enrollment button to your website and track who

signs- up

http://www.text4baby.org/

Improve Appointment Attendance:

Use Text4baby Appointment Reminder Service

• Text4baby participants can set up reminders for their appointments

(e.g. prenatal, postpartum, well baby, WIC, dental)

• Moms and parents enrolled in Text4baby with and without

smartphones can receive FREE text appointment reminders

• Moms receive a reminder three days before and morning of

appointment.

46

Mom texts

REMIND or

CITA (Spanish)

Prompts mom to

text appointment

date in mmddyy

format (e.g.,

100214)

Prompts mom to

text description (9

AM Vista DR office,

bring lab results.)

Other Important Information for your Patients

47

• Text4baby messages do not include any advertising or spam

text4baby

Make it Easy to Promote Text4baby and

Enroll Women • Train patient-facing staff (scheduler, application

assistant, nurses, etc.) to inform patients about

text4baby and encourage enrollment

• Train appointment schedulers about Text4baby’s

“REMIND” function to provide additional appointment

reminders.

• Place web enrollment button on your website

– Can track enrollments that come from the button on your site

• Show Text4baby video in your waiting room

• Order FREE materials

– Include Text4baby materials in patient packets for pregnant women

and families with infant under age 1.

– Display Text4baby materials on walls in waiting area, offices, and in

other venues where promotional flyers are displayed.

– Include Text4baby material in educational classes, health fairs, and

baby showers resource packets.

– Incorporate Text4baby information in to your ongoing Social

Media efforts (i.e. Facebook, Twitter, etc.)

48

text4baby 49

Integrate Text4baby Enrollment in to your

process – SMS Enrollment

Text4baby poster or tearpad displayed or

available in waiting room

During intake process, have staff ask if patient is

interested in receiving FREE text messages

from Text4baby

If yes, show patient how to enroll by texting BABY (or BEBE) to 511411 on

mobile phone

Use Text4baby sticker or make a note on chart that

mom is enrolled in Text4baby

Appointment Scheduler/Receptionist ask if mom is enrolled in

Text4baby, and if yes, set-up appointment

reminder for next visit

Is patient pregnant or a mom of a baby under 1?

text4baby

text4baby

FREE Promotional Materials and Resources

Available to Support your Efforts • All promotional materials

(available in English and

Spanish) are shipped free of

charge.

• Some items available for

purchase:

– “Ask me about Text4baby” pins

– Lip balm

– Bibs

• Visit Text4baby.org to:

– Order materials. You will need

to create a username and

password to login.

– Download tip sheets, tool kits,

videos, and other training

materials

51

text4baby

Q&A

52


Aaron T. Ebata, PhD is an Associate Professor and Extension Specialist in the Department of Human and Community Development at the University of Illinois at Urbana-Champaign (UIUC). He received his B.S. degrees in Biology and Psychology from the University of Hawaii and completed his M.S. and Ph.D. degrees in Human Development and Family Studies from Penn State. Dr. Ebata's research and outreach interests focus on applying research to develop and evaluate programs that promote healthy parenting practices. He has collaborated on research on military families following reintegration and currently focuses on technological applications for outreach. Dr. Ebata serves as the director of the Autism Program at UIUC, which provides consultation, resources, and training for families with individuals on the autism spectrum, as well as for professionals who serve them. A former elementary and preschool teacher, Dr. Ebata is the father of two teen-aged sons.

Pat Tanner Nelson, Ed.D. is an Extension Specialist and a Professor in the Departments of Human Development and Family Studies and Applied Economics and Statistics at the University of Delaware. Pat is a Certified Family Life Educator with the National Council on Family Relations. She received her doctorate in Family and Community Education from Teachers College, Columbia University, a graduate degree in Family Life Education (Michigan State University) and B.S. in Human Ecology (Kansas State University). Dr. Nelson focuses on parent education and support, family stress management, and work/family integration. She is a co-team leader for eXtension Just in Time Parenting, a national interactive resource that strives to bring high quality, research-based information to families at the time it can be most useful and make the biggest difference in their lives.

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Engaging Parents “Just in Time”

eXtension Just in Time Parenting Community of Practice

Aaron Ebata, Ph.D & Pat Tanner Nelson, Ed.D.



Today’s Overview

• What is JITP and how does it work?

• Why is JITP important?

• Just In Time Parenting (JITP) electronic version

• Evaluating the use and impact of JITP

• How YOU can use JITP

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• Connecting and engaging the public with

university knowledge and research to

address youth, family and community

needs.

• Extending knowledge, changing lives

Cooperative Extension

4/23/2014 56

• Educational partnership

with 70+ land-grant

universities

What is “Just in Time Parenting”?

• Pulls together key messages from research about how to help kids grow up healthy and ready for success

• Provides small bits of information delivered at the most teachable moments – keyed to parents and child’s needs and development (“age-paced”)

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Goals of JITP

•Catch parents at a time when they are open to learning and need information

•Foster developmentally appropriate expectations

•Promote and reinforce practices that support the healthy development of children

•Provide strategies for coping with the stresses of raising children and managing family life

…

When your child is You get

2 month 2 month issue



How Does it Work?

JITP starts prenatally….

• Prenatal – age 5 – Prenatal (1 per trimester)

– Newborn (1)

– Months 1-12 (monthly)

– Years 2-5 (bimonthly)

• Provides information to support positive development – Basic information on child development & milestones

– Guided activities and tips for promoting healthy development

– Strategies for coping with stress

– Support for seeking additional information

Early Innovations

• Print information mailed directly to parents

• Birth – age 3

• Multiple versions developed and maintained by Cooperative Extension in individual states

• Consistent evidence of impact

Current Innovations

• Automated electronic delivery (English) with print version for traditional delivery (English, Spanish)

• Prenatal – age 5

• A single national version developed and maintained by a collaborative network

• Early evidence of impact

Who developed JITP?

• A team of faculty and educators from over 20 land grant universities

nationwide – • combining their efforts to create one

up-to-date, evidence-based national parenting engagement tool.

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Parents Who Use JITP:

• Rate JITP as more useful than any other source of information.

• Have age-appropriate expectations and feel reassured about their child’s development

• Report more positive parenting behaviors and provide more stimulating learning environments for their children.

• Can identify emerging problems and find appropriate help.

Greater impact among first-time parents, as well as the youngest, poorest and least educated

Parent Voices

• “I think it's great you are reaching out to the community to educate parents. It is very much needed.”

• “JITP is helpful and easy to understand.”

• “My only suggestion is to send JITP more often. I always look forward to receiving the issues.”

• “I think this publication was very useful for myself as a single parent.”

• “Make sure that young parents sign up for this newsletter before leaving the hospital after having a baby. They need help and advice and this newsletter is the right source of information.”

Early Experiences Matter

1) Early experiences affect brains and bodies 2) Physical and mental well-being are nourished by:

i. a stable and responsive environment of relationships ii. safe and supportive physical, chemical, and built

environments iii. sound and appropriate nutrition

Center on the Developing Child, Harvard University

Why Does JITP Matter?

Parents want and need information

Families play a key role in shaping health and success throughout life

A parenting gap is contributing to a widening inequality and opportunity gap

U.S. educational standards are being raised to meet the needs for a highly literate, knowledgeable and skilled workforce

Equal opportunity for all?

Why Electronic Delivery?

Today’s parents are….

• Less likely to attend traditional programs

• Seeking information online

• Using mobile devices to access the internet

• Increasingly using social media

Sources of Parenting Information Parents w/ Children Under 10 Years (Florida)

0

10

20

30

40

50

60

70

80

90

100

Mothers

Fathers

Radey, M., & Randolph, K.A. (2009). Parenting sources: How do parents differ in

their efforts to learn about parenting? Family Relations, 58, 536-548.

% r

epo

rtin

g u

se

Metzler, Sanders, Rusby, & Crowley, 2011

Preferences for Parenting Information Parents of 3-6 Year Olds (National)

Pew Internet and American Life Project, 2012, 2013

46% of American adults owned smartphones (33% of 14-

17 year olds)

Smartphone use highest for:

18-34 year olds

Blacks and Hispanics

74% of 12-17 year olds access the internet on mobile devices

As of February 2012 Mobile Access Growing

Smaller Income Differences Among the Young

Devices Used for Online Access Rural Parents of 1 & 2-year Olds

0

5

10

15

20

25

30

35

40

45

50

Desktop Laptop Tablet Phone

Read Email Look on Web

% r

epo

rtin

g “m

ost

or

ever

y ti

me”

0 20 40 60 80 100

Online classes, webinars

Listen to podcasts

Discussion boards

Read blogs

Use Twitter

Emailed newsletters

Watch or share videos

Look up information

News, weather, events

Use Facebook etc

Text by phone

Daily Weekly Monthly Never

Frequency of Online Activities Rural Parents of 1 & 2-year Olds

Digital Divide?

• Younger and unmarried parents more likely to use internet for parenting information (Radey & Randolph, 2009)

• Younger, poorer, less educated report getting more out of website for parents (Steimle & Duncan, 2004)

Delivering JITP 2.0 Electronically Mobile Ready, Ready for Sharing

JITP.extension.org

How Does JITP Work?

Subscribe

Monthly email reminders

Monthly eNewsletters

Invitation to provide

feedback

Online survey

Email reminders

Web-based “eNewsletter”

Responsive Design

iPad Samsung Galaxy iPhone 5

Download PDF for Printing

PDF versions

Social Sharing

Facebook Twitter

Monitoring Use and Evaluating Impact

Website Statistics (2012)

• 111,057 visits from 75,969 individuals from 150 countries

• Top 5 were: US, India, UK, Philippines, and Canada

State Frequency % Visits that

were new

California 5135 68

Iowa 3932 37

New York 3729 70

Texas 3539 71

Illinois 3515 62

How Visitors Get to JITP

15% from mobile devices

Search engine

49%

Email reminders

27%

Links from websites

24%

Newsletter Views by Age Groups

2,013

35,862

15,645

10,164

0

5000

10000

15000

20000

25000

30000

35000

40000

ExpectantParents

Parents ofInfants

Parents ofToddlers

Parents ofPreschoolers

Email Subscribers

Status 2013 Since Initiation

(July 2008)

Registered 1,592 8,180

Current active subscriptions: 4,897

% Who Opened Emails

% Who Clicked on Link

Usefulness of Sources of Information JITP Parents of 1 & 2 Year Olds

0 20 40 60 80 100

Texting programs

Online classes

Online videos

Smartphone apps

TV programs, DVD

Social networks/media

Classes or workshops

Online parent community

Printed brochures, newsletters

Childcare providers

Support or playgroups

E-mailed newsletters

Books, magazines

Websites

Just in Time Parenting

Doctors, healthcare pros

Extremely Slightly-Moderately Not useful Not Used

Implications

• Electronic delivery systems and technological applications are an important way for reaching a large part of today’s parents

• But print and mail or hand-delivery may still be important for those who have the most to gain from the program

• JITP provides the “ready-to-go” content that allows educators to use BOTH methods

• Our goal: Each family is getting the messages they need – in the format that is most convenient for them -- at the most teachable moments.

• JITP is purposefully linked to trusted professionals who regularly interact with families.

How YOU Can Use JITP?

Promote JITP directly to your clientele

Link to the JITP website from your website

Use social media as a tool

Work with partner agencies to promote print or electronic delivery

See more at: extension.org/parenting

JITP.extension.org

Take These Points Home

Colorful, attractive design

Research-based, free from ads

Time-frame (pre-natal – age 5) includes critical growth periods

4th – 6th grade reading levels

Available in electronic (English) and print (English and Spanish) versions

A great way to engage parents and add value to your current programs

Contact Us!

• Information on how to deliver print version:

Pat Tanner Nelson University of Delaware [email protected]

• Information on electronic delivery:

Aaron Ebata University of Illinois at Urbana-Champaign [email protected]

• Webinar participants who want to get 2.0 NASW CE Credits (or just

want proof of participation in this training) need to take the post-test

provided at the end of the webinar

– CE Certificates of completion will be automatically emailed to participants upon

completion of the post-test.

– Questions/concerns surrounding the National Association of Social Workers

(NASW) CE credit certificates can be emailed to this address:

[email protected]

– Sometimes state/professional licensure boards for fields other than social work

recognize NASW CE Credits, however, you would have to check with your state

and/or professional boards if you need CE Credits for your field.

• To learn more about obtaining CE Credits, please visit this website: http://blogs.extension.org/militaryfamilies/family-development/professional-

development/nasw-ce-credits/

CE Credit Information

mailto:[email protected]












Next Webinar:

May 29, 2014 @ 11:00 am Eastern

Fathers, Work & Family Life https://learn.extension.org/events/1454

https://learn.extension.org/events/1459



Military Families Learning Network



Find all upcoming and recorded webinars

covering:

Family Development

Military Caregiving

Personal Finance

Network Literacy

http://www.extension.org/62581

