Introduction:
In the face of addiction, hope emerges through Riverside University Health System’s (RUHS) transformative campaign. RUHS, the sole certified hospital in the region with the unique ability to treat both mother and baby for addiction during and after pregnancy, has orchestrated an impactful marketing initiative. This multifaceted, integrated campaign, driven by the principles of color theory, optimism, strength, action, and confidence, stands as a beacon of support for young pregnant women battling substance addiction.
Campaign Outline:
RUHS-BH Substance Use Program
Are you, or someone you know pregnant and struggling with drugs or alcohol? Riverside University Health System can help.
- Confidential substance abuse program
- Transportation and housing support combined with active treatment.
- No cost to those who qualify
- Medicated Assisted Treatment (MAT) approved services
- Both in-hospital (inpatient) and by appointment (outpatient) programs
- Treatment at the RUHS Medical Center and Emergency Room 24 hours a day, 7 days a week
- After delivery and stabilization, perinatal navigators help support rehabilitation
- Services are offered through RUHS Medical Center, the CARES line, MOMS Perinatal, and linkage to HeRCARe and Dr. Bryan Oshiro, RUHS’s Maternal Fetal Medicine Physician
Call the 24/7 CARES line for more information at 1-800-499-3008.
Tagline: Riverside University Health System. Hope is Here. Help is Here.
The CARES program offers:
- 24 hours a day, 7 days a week support and referrals to substance abuse rehabilitation centers
- Pregnant and parenting women are connected to programs specially designed to meet their needs
- Transportation and emergency housing from CARES (based on need)
- Included residential substance use treatment for women who are pregnant, or women and their children
- Patients with co-occurring mental health and substance abuse disorders are allowed to take medications as needed to stabilize their mental health
- While in residential services, a case manager who work closely with the individual to assess need and link to even more appropriate services within Riverside County
- All available substance abuse programs may be accessed by contacting the CARES line at 800-499-3008
The MOMS Perinatal Program:
- A 16-week intensive day treatment program for pregnant and parenting women who are struggling with drugs or alcohol, consisting of:
- Substance abuse rehabilitation services
- Transportation
- Education centered on perinatal care and parenting skill development
- Support and referrals to other women’s community programs
- For more information, call 951-600-MOMS (6667)
HeRCARe Program:
- Referred program for pregnant and parenting women enrolled in substance abuse rehabilitation at the RUHS Medical Center
- HeRCARe provides high-risk pregnant women with specialized care and treatment
- The treatment is overseen by board-certified maternal-fetal medicine providers.
- For more information, please visit the HerCARe website at https://www.ruhealth.org/hercare
Color Theory:
Colors of Transformation: RUHS’s campaign taps into the power of colors to communicate emotions and uplift spirits.
By choosing hues associated with positivity, strength, and growth, like vibrant yellows and serene blues, the campaign fosters an environment of hope and determination.
These shades act as visual metaphors for the journey from darkness to light that young mothers embark on.
Colors were chosen to invoke a sense of confidence, optimism and strength.
Channels:
Reaching Hearts and Minds through Diverse Channels: The SUD Perinatal marketing campaign employed a strategic mix of communication channels, ensuring that its message resonates with a wide spectrum of the community.
Radio Ads
To reach a wide target demographic, the message had to embrace both English and Spanish-speaking communities through impactful radio ads that conveyed to young mothers that help is within reach.
Ads were played on Kola 99.9, as well as other English and Spanish language channels throughout Riverside County. Kola was strategically chosen to reach an older demographic that would consist of the loved ones of those affected by Substance Use Disorder.
Billboards
Digital billboards were an important part of this campaign to spread awareness to the widest number of people as possible. This tactic was used to reach family and friends of those who may be interested in the campaign.
Posters, Flyers and Partnerships
Empowering Collaborations: Partnerships with local high school anti-drug outreach programs (Friday Night Live), WIC offices, First5, EBT, and government agencies infuse the campaign with a sense of community. Posters, flyers, and brochures from RUHS were distributed to these organizations, expanding the campaign’s reach and offering a lifeline to those who need it.
Website
Posters and flyers were designed with the messaging and added QR code which connected people to the RUHS Perinatal website. The website was stood up as a hub for all of RUHS’ SUD Perinatal resources.
You can visit the website here:
SnapChat Ads
Another form of electronic media was advertising through SnapChat ads. According to the Social Media Consumer Report, over 31% of SnapChat users are between the ages 18-24, and the platform boasts over 800 million users. Using targeted ads boosted our campaign with nearly an additional 400k views.
Patient and Program Video
I had structured to film several former and current patients of our SUD Perinatal program in an interview style format. While interviewing them, I must say their stories were extremely inspiring, yet at the same time utterly heartbreaking. Hearing their stories were eyeopening, and gave me more reason to work harder on this extremely important cause.
All three patients had the same issue – which was once their doctor found out they were struggling with substance use, they were refused treatment. To my understanding, most doctors, hospitals and clinics are not equipped with the specialization to treat pregnant women and babies in utero, so these women who were desperate for help were rejected in their time of most need. They were also afraid of feeling judgement from staff.
The Video
The Heart of the Program: Perinatal Navigators: RUHS’s holistic approach sets it apart. The campaign underscored the invaluable role of perinatal navigators, who guide and support young mothers through their challenging journey. These navigators offer assistance in treatment, maintaining positivity, transportation, and even housing during rehabilitation. Their unwavering presence makes the path to recovery less daunting, transforming lives with each step forward. I was truly impressed by the humanity, empathy and dedication of these navigators.
Conclusion: The SUD Perinatal multi-faceted campaign spreads awareness about the struggles of substance use and underlines that help is available for young pregnant women battling addiction. The infusion of color theory, strategic outreach, powerful storytelling, and the compassionate guidance of perinatal navigators converge to form a narrative of hope and renewal.
Through collaboration and shared stories, this initiative cements the understanding that RUHS is not just a hospital, but a beacon of hope for those embarking on the journey of healing and recovery and help is out there.
