First 5 Sacramento has partnered with Sacramento County Public Health to expand its efforts to reduce African-American infant deaths.
A new mass media campaign, which launched February 17, aims to raise awareness about the role of racial bias and discrimination in African-American infant and maternal death disparities. In Sacramento County, and across the nation, Black women are four times more likely to die from pregnancy-related complications, and Black infants are twice as likely to die, too. The campaign creative features local families and includes advertising placement on top radio stations, high-traffic freeway billboard locations, social media, Pandora and web banners. All advertising pieces direct the public to learn more about the issue and potential solutions at UnequalBirth.com.