Native Generations: A campaign addressing infant mortality among American Indians and Alaska Natives in urban areas.
This study describes the development and evaluation of Native Generations, a campaign addressing high rates of infant mortality (IM) among American Indians and Alaska Natives (AI/ANs) in urban areas. Campaign development included reviews of literature and previous campaigns, an advisory council, and focus groups. Campaign messages are strength-based, encouraging AI/AN caregivers to utilize available Native-specific resources, including health care, support services, and programming as IM protective factors. The primary campaign material is an 11-minute video. Pilot survey data indicate the video may help increase awareness of IM and Native-specific resources, and increase connection to Native identity, culture, and community.
Shira
S
Rutman
Julie
J
Loughran
Leah
L
Tanner
Leslie L
LL
Randall
D000293:Adolescent; D000328:Adult; D000368:Aged; D000369:Aged, 80 and over; D000072957:Alaska Natives / Q000208:ethnology*; D005260:Female; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D007198:Indians, North American / Q000208:ethnology*; D007223:Infant; D007226:Infant Mortality / Q000208:ethnology*; D008297:Male; D008875:Middle Aged; D016730:Program Development / Q000379:methods*; D014505:Urban Population / Q000706:statistics & numerical data*; D055815:Young Adult