Data from Healthstyles and other surveys indicate televison is a major source of health-related information for many of the audiences the Centers for Disease Control and Prevention targets for communication campaigns and prevention messages. Among some audiences, television is cited as a source of health information more often than traditional sources such as family, friends, doctors, clinics and information lines. T.V. entertainment shows such as soap operas and prime time shows are identified as sources of health information as well as T.V. news, news magazine and talk shows. Given the television viewing and information-seeking habits of target audiences that may also suffer from disparities in health care access and information, the CDC Office of Communication is developing entertainment-education outreach and research as part of an audience-based approach to health communication. We describe the components of the CDC's outreach efforts and research: formative audience analysis, technical assistance to T.V. shows, recognition of exemplary work in T.V. shows, local and national partnership development, and evaluation of program activities. We also review the recommendations of expert panels for program and research development, and the results of technical assistance and partnerships since 1998, including the CDC's Sentinel for Health Award for Daytime Drama.
Learning Objectives: Participants will be able to (1) identify the key components of an entertainment-education program, and (2) describe opportunities for partnership development with entertainment and other organizations
Keywords: Media, Health Communications
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.