Best Practices – Delivering pregnancy health information to Black women

Humana-funded study shows social media is effective in delivering pregnancy health information to Black women

Low birthweight is a health issue disproportionately experienced by Black women. To support Humana’s health equity initiatives, Humana partnered with Public Good Projects (PGP) to fund a digital campaign to increase knowledge about low birthweight and pregnancy among Black women in Hillsborough, Florida. The results, published in the April 2022 issue of Health Promotion Practice, suggest that using a highly targeted digital intervention can be a well-received and potentially effective way to deliver pregnancy-related health information to Black women, even during a global pandemic. This strategy has numerous benefits in reaching women who may fall outside traditional health marketing approaches.