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1992.11.12 :  "What is a Man?" Campaign

Contact:  Charlotte Mehuron (301) 443-3376
November 12, 1992

       HHS Secretary Louis W. Sullivan, M.D., today announced the
first national public service campaign to target expectant
fathers.  Using the theme "What is a Man?" this campaign
highlights the role of fathers-to-be in encouraging pregnant
women to protect the health of their babies with early and
continuing prenatal care and healthy behaviors.
       Secretary Sullivan said, "A father's role in the
development of his child's physical and emotional health begins
before birth.    Our new Healthy Start message is that the
behavior and support of expectant fathers can make a critical
difference."
       The campaign is the second wave of Healthy Start, a
national demonstration program started in 1991 to reduce the
number of infant deaths in 15 communities by 50 percent over five
years.  The Healthy Start communities, chosen because of infant
mortality rates at least 1-1/2 times the national average of 8.9
per 1,000 live births, will provide successful models for
implementation nationwide.
       The public service announcements were produced by the
Advertising Council Inc., a nonprofit organization representing
the volunteer talents of major advertising agencies and media
organizations.  The PSAs urge men to call a special telephone
line staffed by the March of Dimes, one of Healthy Start's
partner organizations.
       "Men can make a vital contribution to ensuring that their
babies are born healthy," said Dr. Jennifer L. Howse, president
of the March of Dimes.  "This important media campaign targets
expectant fathers with an emotional appeal to their sense of
masculinity and responsibility.  It encourages them to make sure
the mother of their child receives prenatal care and takes good
care of herself during her pregnancy."
       The national Healthy Start information campaign was
introduced initially in May 1992 with a television PSA entitled
"This is America," to increase public awareness of the nation's
infant mortality crisis.  A third wave of PSAs is planned later
in 1993 aimed at pregnant women.   
       "The information and education campaign, like the program
as a whole, involves federal and local governments; voluntary
agencies; professional, medical and health care associations; and
private corporations, all working cooperatively to save the lives
of our nation's babies," said Robert G. Harmon, M.D.,
administrator of the Health Resources and Services
Administration, which manages Healthy Start.
       Provisional data from the National Center for Health
Statistics show that in 1991, 36,500 American babies died before
their first birthday.  Infant mortality is closely linked with
low birthweight  --babies who weigh less than 5-1/2 pounds at
birth.  Low birthweight can often be prevented when a woman gets
prenatal care in her first three months of pregnancy, continues
seeing a health care provider during the pregnancy, eats a
balanced diet and avoids the use of tobacco, alcohol and other
drugs.

       A major component of Healthy Start is the development of
local coalitions of public and private agencies, neighborhood
groups and religious organizations to develop a framework and
support for innovative services including, among others, expanded
hours of prenatal and well baby care, economic development
initiatives, one-stop shopping to link health and social services
for pregnant women and new parents, and special outreach
strategies to reach those at risk.  Many of the sites have
incorporated programs to involve men and other family members
more directly in prenatal and well baby care programs.
       Funding for Healthy Start in fiscal year 1993 is close to
$80 million.  This includes funds for the national public
information and education campaign and grants to the 15 urban and
rural communities that received Healthy Start awards through a
competitive process.  Healthy Start is administered by the
Maternal and Child Health Bureau of the Health Resources and
Services Administration, one of the eight Public Health Service
agencies within the U.S. Department of Health and Human Services.
       Healthy Start communities include:  Baltimore, Md.;
Birmingham, Ala.; Boston, Mass.; Chicago, Ill.; Cleveland, Ohio;
Detroit, Mich.; Lake County (Gary), Ind.; New Orleans, La.; the
Northern Plains Indian communities in South Dakota, North Dakota,
Iowa and Nebraska; New York, N.Y.; Oakland, Calif,; the Pee Dee
region of eastern South Carolina; Philadelphia, Pa.; Pittsburgh,
Pa.; and Washington, D.C.

       The "What is a Man?" PSA campaign urges fathers-to-be to
call (1-800-232-3237) for information about where to turn in
their local communities.  Anyone wanting more information on
Healthy Start can write for a free brochure that lists national
contact numbers and addresses for the various Healthy Start
partner organizations.  The mailing address is:  Healthy Start,
P.O. Box 826, Merrifield, Va.  22116.


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