• 89% of Hispanics in the U.S. have cell phones¹
• 21 million Hispanics own smartphones²

Sources:

1) Simmons NCS/NHCS Spring 2011 Full Year, Population A18+ (Apr 10-June11) Base: Adults 18+
2) Amanda Lenhart. Cell Phones and American Adults. Washington, DC: Pew Research Center; 2010

Current Text4baby Numbers:

• Currently, Text4baby has over 40,000 individuals enrolled in the service in Spanish.
• However, many individuals who would self-identify as Latino or Hispanic may be using the protocol in English and not Spanish.

Development of Materials and Messages:

• Spanish messages are culturally relevant based on a review conducted in 2011. A group of linguists, translators, interpreters, pregnant women and new moms (from various Latin American countries) reviewed the messages and provided feedback.
• All of our materials are available in Spanish –flyers, posters, referral cards and tearpads.
• We also have a web enrollment button available in Spanish.

Media

• We currently have two very successful TV PSAs (in English and Spanish) in rotation throughout the country barriguita a barriguita (“belly to belly”) and fotos de bebés (“baby pictures”). These PSAs have been aired in more than 130 markets throughout the country.
• We also created an excellent Spanish radio PSA, “Family Dinner” in partnership with the National Council of La Raza (NCLR). This PSA has aired on “Dr. Quintero’s” nationally syndicated radio show.
• In October 2011, Latin American superstar Shakira tweeted about Text4baby.
• In January 2012, Text4baby was included in a Spanish-market media satellite tour around the country with the support of Edelman PR.
• MTV/MTV Tr3s is an active media partner as well.
  • Text4baby was included in the hit MTV shows “Teen Mom” and “16 and Pregnant.”
  • MTV Tr3s launched a blog reaching thousands of moms generating an enrollment spike in July 2011.
  • In August 2012, Text4baby was included in the storyline for “Quiero Mi Baby.”
  • In 2013 Q1 & Q2 MTV Tr3s aired the Text4baby PSAs during primetime shows, and Text4baby was included in the storyline for the TV Show “El Ultimo Año.”
• The Food and Drug Administration (FDA) Office of Women’s Health created a telenovela series in partnership with HMHB. This short video, in Spanish and English, was created for pregnant women about safe medication use and the FDA’s pregnancy registry. The video also describes Text4baby and how to sign up for the FREE service.
  • The video has had over 1714 views on the FDA and Text4baby YouTube page since its launch in May 2013.
  • An additional campaign is being developed to promote this video during 2013 Hispanic Heritage Month (September 15 – October 15).

Evaluation Results within Latino Community:

• Spanish speaking participants rate the service more favorably than non-Spanish speaking participants and report that the content is culturally and linguistically appropriate.
• Over one-third of uninsured participants receiving Spanish messages reported they applied for Medicaid/CHIP after receiving a Text4baby SMS message.
• Evaluation results show Text4baby is facilitating interaction with health providers, reminding participants of their appointments and immunizations, connecting participants with health services, and that participants are significantly more likely to report they are better prepared for motherhood compared to non-participants.

Partners within the Latino Community:

• National Council of La Raza (NCLR)
  • Annual Conference participation thanks to Founding Sponsor Johnson & Johnson (2011, 2012 & 2013)
  • Co-branded Text4baby TV PSAs (2012)
• American Public Health Association Latino Caucus
  • Promoted Text4baby on website and annual meetings.
• Migrant Clinicians Network (MCN)
  • State Enrollment Contest Supporters
  • Published Text4baby article in newsletter
  • Sends member e-mails promoting the service
• Hispanic Association on Corporate Responsibility (HACR)
  • Text4baby presented at HACR board meeting (2012)
• Mary’s Center
  • Participated in the 2011 “Blogalicious” Conference in Social Media for Women of Color as a community partner and leader
  • Hosted 2012 Text4baby birthday press event with the participation of leaders from HHS, CMS, Johnson & Johnson, and The Wireless Foundation
• Latinos in Social Media (LATISM)
  • Annual Conference participation thanks to Founding Sponsor Johnson & Johnson (2011, 2012)
  • Hosted Twitter party & leadership retreat
• V-me (media partner)
• Latin American Youth Center
• National Hispanic Medical Association (NHMA)
  • Text4baby presented at the NHMA Annual Conference in April 2013
• Washington, D.C Mayor’s Office of Latino Affairs (OLA)