Abstract
Background
The Still Six Lives campaign aimed to increase awareness of stillbirth among Australian women and educate
people about three modifiable behaviours that pregnant women could take to reduce
the risk of stillbirth. The campaign used earned media, digital advertising and social
media.
Aim
The aim of this study is to evaluate the impact of the campaign on Australian women’s
awareness of stillbirth, and knowledge of the three modifiable behaviours.
Methods
The study collected process evaluation data about campaign implementation from digital
platforms. The impact evaluation comprised of two components: a three-wave community
survey of Australian women aged 18–50 years old, and a pre-post cross-sectional maternity
service survey of pregnant women.
Results
The campaign gained significant reach, including 2,974,375 completed video views and
910,000 impressions via social media influencers. The community surveys had 1502 participants
at baseline, 1517 mid-campaign and 1598 post-campaign. Participants were slightly
more likely to have encountered messages about stillbirth after the campaign (aOR
1.30, 95% CI 1.09–1.55). There were increases in awareness of each behaviour after
the campaign: be aware of baby’s movements (aOR 1.26, 95% CI 1.08–1.47), quit smoking
(aOR 1.27, 95% CI 1.10–1.47) and going-to-sleep on side (aOR 1.55, 95% CI 1.32–1.82).
The antenatal clinic survey had 296 participants at baseline and 178 post-campaign.
Post-campaign, there was an increased likelihood that women were aware of side-sleeping
(aOR 3.11, 95% CI 1.74–5.56).
Conclusions
The national campaign demonstrated some evidence of change in awareness of three modifiable
behaviours that can reduce the risk of stillbirth.
Keywords
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Article info
Publication history
Published online: February 27, 2023
Accepted:
February 18,
2023
Received in revised form:
February 16,
2023
Received:
November 1,
2022
Publication stage
In Press Corrected ProofIdentification
Copyright
© 2023 Published by Elsevier Ltd on behalf of Australian College of Midwives.
