1. Maternal Mental Health Terms Consideration in developing: Public awareness campaigns January 24, 2013 California Maternal Mental Health Collaborative Emerging Considerations Forum

2. The Federal Affordable Care Act requires coverage for preventive treatment including postpartum depression screening at no cost to women. Yet given the need for additional research, there are no national standard screening guidelines. TREATMENT OPTIONS Treatment for MD includes psychotherapy or pharmacotherapy or a combination of both. © 2012 CA Maternal Mental Health Collaborative 2 It’s a prong in the upside down three legged stool preventing women from getting screened/treated. A coordinated, well researched and recognized campaign is likely to yield more results than individual organizations developing There are free things that can be done to raise awareness Social Media Mom-Bloggers Posters in OB/Ped offices and more Encouraging partnerships through ‘sister’ organizations like March of Dimes, given link to preterm babies or breast feeding organizations. It’s a prong in the upside down three legged stool preventing women from getting screened/treated. A coordinated, well researched and recognized campaign is likely to yield more results than individual organizations developing There are free things that can be done to raise awareness Social Media Mom-Bloggers Posters in OB/Ped offices and more Encouraging partnerships through ‘sister’ organizations like March of Dimes, given link to preterm babies or breast feeding organizations. Why Talk about a Campaign?

3. The Federal Affordable Care Act requires coverage for preventive treatment including postpartum depression screening at no cost to women. Yet given the need for additional research, there are no national standard screening guidelines. TREATMENT OPTIONS Treatment for MD includes psychotherapy or pharmacotherapy or a combination of both. © 2012 CA Maternal Mental Health Collaborative 3 WHEN Postpartum, Perinatal, Peripartum, Maternal, Pregnancy + Postpartum, Maternity, Antenatal WHAT Well Being Depression Mental Illness Mental Health Ability to Thrive Emotional Health WHO Mom, Mom & Infant, Mom & Family, Mom & Family + Community WHEN Postpartum, Perinatal, Peripartum, Maternal, Pregnancy + Postpartum, Maternity, Antenatal WHAT Well Being Depression Mental Illness Mental Health Ability to Thrive Emotional Health WHO Mom, Mom & Infant, Mom & Family, Mom & Family + Community Considerations: The term the postpartum community seems to be embracing more often is ‘Maternal’ however some believe this isn’t focused on the maternity period. The Term ‘Well Being’ got more ‘likes’ in casual test posts through Facebook, suggesting stigma with terms such as metal health and depression and/or concern over condoning mothers who have harmed their babies. Including the infant and family’s emotional health in the context of campaigns, may lead to stronger outcomes. Considerations: The term the postpartum community seems to be embracing more often is ‘Maternal’ however some believe this isn’t focused on the maternity period. The Term ‘Well Being’ got more ‘likes’ in casual test posts through Facebook, suggesting stigma with terms such as metal health and depression and/or concern over condoning mothers who have harmed their babies. Including the infant and family’s emotional health in the context of campaigns, may lead to stronger outcomes. General Awareness: Terms & Considerations

4. 4 Why Aren’t Mothers Being Diagnosed? A Mother’s Barriers ‘Speak Up When You are Down’ (NJ, OR, WA, OH, CA through Junior League) ‘Beyond Blue’ + ‘Just Speak Up’ (Australia) ‘Speak Up When You are Down’ (NJ, OR, WA, OH, CA through Junior League) ‘Beyond Blue’ + ‘Just Speak Up’ (Australia) Considerations: ‘Speak Up’ is widely used campaign NJ’s images are used in 4-5 states Branding may need to be updated to appeal to younger childbearing aged women every 5-10 years Considerations: ‘Speak Up’ is widely used campaign NJ’s images are used in 4-5 states Branding may need to be updated to appeal to younger childbearing aged women every 5-10 years © 2012 CA Maternal Mental Health Collaborative (but please still share this PowerPoint or independent ideas!) General Awareness: Existing Slogans/Campaigns