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Campaign To Reduce Indiana's Infant Mortality Rate Launches

Labor of Love Sign

Indiana’s rate of infant deaths is one of the worst in the country.

The State Department of Health is spending the next year reaching out to new and expectant mothers through a public awareness campaign called Labor of Love in an effort to curb the state’s infant mortality rate.

The department says infant mortality — babies who die before the age of one — is an especially difficult problem to tackle.

First Lady Karen Pence says the Labor of Love campaign, meant to reduce that rate, will be carried on all major TV stations, at bus depots, in radio ads and in a variety of publications.

She says messages will include everything from the importance of prenatal care and breastfeeding to safe sleep.

State Health Commissioner Jerome Adams says infant mortality is a multifactorial, multi-generational problem.

And he says the campaign’s success will not rely solely on a decrease in the infant mortality rate – he says the department will also look at the number of people reached and partnerships created.

“We’ll be looking at metrics within the agency – numbers of people reached, how many partnerships we’ve created – to make sure that people are aware of the problem, that we’re doing the things that we need to do to see those numbers eventually come down, even if they do not come down right away,” Adams says.

The campaign runs through December.

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