Black infants are nearly 3x as likely to die in infancy compared to white babies and in some parts of Duval County, that rate is even higher. To help better understand the root causes of these stats locally, the Northeast Florida Healthy Start Coalition (NEFHSC) led extensive research uncovering that the largest proportion of deaths fell into the maternal health/prematurity and maternal care periods. Recognizing the need to bring attention about how to increase healthy birth outcomes, NEFHSC, with funding from the Kids Hope Alliance, launched a multi-year social marketing campaign to increase public awareness about infant mortality.

Using messaging and tactics tested with current NEFHSC participants, ruckus developed and implemented the 'Hey, Mama' campaign using powerful imagery, emotive poetry and facts designed to resonate with and engage Black women (ages 18-34) in four Jacksonville ZIP Codes with the highest rates of infant deaths. The goal was to increase understanding about the preventable causes of infant mortality while encouraging the utilization of community programs, accessed through the NEFHSC's online coordinated intake and referral service (CONNECT).

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