My Birth Matters: C-Section Consumer Education Campaign
June 15, 2018
In the last few years, providers, payers, purchasers, policymakers, and others across California have been working together to reduce the overuse of low-risk, first-birth cesareans (c-sections). While c-sections can be lifesaving in limited circumstances, the surgery also brings serious risks for mothers and their babies. These stakeholders are taking action; for example, they are educating providers about how to improve clinical care, sharing well-vetted quality measures to help providers know how they are doing, and working to align payment for births with desired outcomes.
Patient education is another important component of this effort. The California Health Care Foundation (CHCF), California Maternal Quality Care Collaborative (CMQCC), and Consumer Reports have partnered to develop and launch My Birth Matters, an educational campaign aimed at informing expectant mothers about cesarean delivery. The goal is to support the statewide effort by educating women about the overuse of c-sections and encouraging meaningful conversations between patients and their care team.
Four short animated videos (approximately two minutes each) anchor the campaign. Links to all the videos can be found in the list of resources below. In addition, brochures and posters are available to display in hospitals, doctors’ offices, and other care settings. All materials are free and available in English and Spanish. If you have questions about the campaign, email firstname.lastname@example.org.
My Birth Matters Resources
My Birth Matters Consumer Web Page:MyBirthMatters.org provides information to consumers about the overuse of c-sections and encourages women to talk to their care team about having a vaginal birth.
Communications Toolkit: Do you provide or pay for maternity care services? Are you a maternal health advocate? The My Birth Matters Communications Toolkit (ZIP) contains a background document with top-level messaging, newsletter snippets, and sample social media posts, as well as graphics and images for you to use. You’ll also find printable posters and brochures for display in medical offices, clinics, and other environments that cater to expectant mothers. Available in both English and Spanish in several formats.
Description of Methods for Development of Materials:This document (PDF) describes the research methodology that went into developing the My Birth Matters consumer education messaging and communications materials.
Videos: Share the four animated videos featured on MyBirthMatters.org on your own website by going directly to YouTube (links below) and clicking “Share/embed” to access the embed code.
Webinar: CHCF has organized a webinar for June 19, “Your Voice Matters”: Educating Women About C-Sections, to discuss the educational campaign and to share communications resources that were developed. A recording of the video and the presentation slides will be available on the web page above following the event.