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2013 Text4baby State Enrollment Contest

National, state, and local text4baby partners nationwide participated in the 2013 Text4baby State Enrollment Contest. The contest was established in 2011 and grew out of the enthusiasm of text4baby partners like you around promoting text4baby as a valuable health resource for women and families.

About the Contest

The contest ran from May 12 to October 21, 2013.  During this time, states competed to enroll as many participants as possible in the service. All 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands were eligible to compete.

Timeline

Throughout the contest, states with the highest text4baby enrollment over seven days were identified as the Weekly Winners in Text4baby Tuesday. The states that enrolled the most users (as a proportion of live births in their state) between May 12 and October 21, 2013 were the overall contest winners. The winners were announced at the Martha Mae Eliot Luncheon during the American Public Health Association Annual Meeting in Boston, Mass. on November 4.

Winners

The 2013 Text4baby State Enrollment Contest winners are:

 

North Carolina partners, including the North Carolina Department of Health and Human Services, and the North Carolina Healthy Start Foundation, won the large state category by enrolling 4,882 new women during the contest period. Between July and August 2013, North Carolina partners paid for text4baby television advertisement airings throughout the state on cable stations in major city markets. These advertisements and other promotional efforts resulted in thousands of local women signing up for text4baby’s free health and safety messages. Read the full case study here.

 

Arkansas led throughout the contest because of an innovative media campaign with press releases, billboards, and a media tour; and the grassroots efforts of local African-American sororities in the SISTERS United program who hosted text4baby awareness events for local women, including baby showers, vigils and community events. These diverse efforts helped connect 1,938 new Arkansas women to text4baby’s valuable health and safety information throughout the contest. Read the full case study here.

 

2012 winner South Dakota rose to the top again in 2013. The state’s keys to victory included the South Dakota Department of Health providing text4baby information, posters, and tearpads to WIC offices, hospitals, domestic violence shelters, providers, and organizations across the state. These strategies helped spread the word about text4baby statewide and enroll 525 new women. Read the full case study here.
Metrics

The population-adjusted rate of NEW text4baby enrollment (enrollment just during the Contest Period) using 2009 live birth data from CDC (the most recently available data for all states) to approximate the number of NEW pregnancies and NEW infants for each state, will be used to determine winners of the 2013 text4baby state enrollment contest.

We have three groups of states/territories and members of each group competing against one another. The groups have been determined based on the overall distribution of 2009 live births with the goal of having states with similar numbers of estimated NEW pregnancies and NEW infants competing against each other. The Large State Category includes all states with live births in the upper quartile (highest 25%). The Medium State Category includes all states with live births in the middle 50%. The Small State Category includes all states with live births in the lower quartile (lowest 25%).


1)    Small State Category: States with the lowest number of live births:

WV, HI, ME, NH, MT, SD, DE, RI, AK, DC, ND, WY, VT, VI

 

2)   Medium State Category: States with live births in between:

IN, AZ, TN, MO, MD, MA, WI, MN, CO, LA, AL, SC, KY, OK, UT, OR, PR, MS, KS, AR, IA, CT, NV, NM, NE, ID

 

3)   Large State Category: States with the highest number of live births:

CA, TX, NY, FL, IL, PA, OH, GA, NC, MI, NJ, VA, WA


This approach balances the distribution of live births and provides states with the fairest possible opportunity to win, given the wide variation in live birth rates across the country.

Contest Launch

The official launch of the 2013 Text4baby State Enrollment Contest took place on Mother's Day, May 12, 2013.

Resources

Winners Press Release Template

Talking Points

TV PSAs

Radio PSAs

Sample social media posts

Read about the 2012 Text4baby State Contest Winners:
  • Michigan: Over 40 text4baby partners contributed to Michigan’s success as Large State Category winner with a of paid advertising and outreach through Medicaid and CHIP enrollment resulting in an 47% increase. Read more here.
  • Indiana: The Indiana Minority Health Coalition and 30 other engaged text4baby partners clinched their Medium State Category win  through a multi-faceted statewide campaign that included radio and TV ads and interviews, community events, and social media. Read more here.
  • South Dakota: The South Dakota Department of Health and other partners won the Small State Category by reaching out to health providers, WIC offices, domestic violence shelters, and school nurses. Read more here.
  • The U.S. Virgin Islands received honorable mention for their efforts reaching moms throughout the jurisdiction, thanks to the PSA promotion and outreach of the Governor's Children and Families Council and the Community Foundation of the Virgin Islands. Read more here.