Keep the Beat: Raising Women’s Health Awareness in Northern Manhattan and the Bronx

history of obstetric complications, such as preeclampsia and gestational diabetes, doubles the risk of future heart disease, the number one killer of women. Disproportionately affecting women of color, data suggests that 34% of Columbia University Irving Medical Center’s pregnant population in 2020 had at least one of these conditions, resulting in ~1,500 newly at-risk people per year.

People with a history of these conditions, which usually resolve quickly in the postpartum period, often are unaware of their increased future risk for cardiovascular disease. Primary care providers and cardiologists also do not routinely ask patients about their obstetric history, missing an opportunity for education and intervention. Committed to improving the health of patients at all stages of their lives, the Department of Obstetrics & Gynecology sought to develop a campaign that would raise awareness about the connection between obstetric complications and heart disease.

With generous support from the Hearst Foundation, the Department worked with Finn Partners to develop a mixed media campaign, in Spanish and English, targeting women between the ages of 35 and 55 in Northern Manhattan and the Bronx. Central to the project was developing a message that would resonate with the community, which in Washington Heights, is over 70% Hispanic. Out of this commitment, Keep the Beat, was born, using graphics and messaging to make the connection between heart health and music. For example, the campaign’s main graphic blends the visual of music beats with heart beats. An advertisement on the side of a bus calls out, “Keep the Beat. Get your heart checked annually,” and a bus shelter advertisement asks and answers, “What are you listening to? Your heart should be up next.” On social media platforms, reels featuring people from the community combine music and dance to share the message.

Launched as a six-month campaign across out-of-home placements, as well as Facebook, Instagram, and YouTube, Keep the Beat has seen some remarkable results. In the first 2.5 months, the social media campaign garnered over 3 million impressions and over 6,200 clicks to the website for more information. “One of this campaign’s greatest strengths is that it focuses on, and centers, members of the community that we serve. We are committed to improving health outcomes for the women in our community and educational outreach is vital to this goal,” shared Dr. Ana Cepin, Director of Community Women’s Health.

Led by Hope Yates, Chief Strategy Officer of Women’s Health, with support from Felicite Fallon, Associate Director for Internal Communications at CUIMC, this project was inspired by the passing of Dr. Richard Levine in 2020. Dr. Levine was committed to comprehensive care for women and had previously received support from the Hearst Foundation to ensure that women get the care they need and deserve at every stage of their lives.