5284.0: Wednesday, November 15, 2000: 4:30 PM-6:00 PM

Tune in for Health: Working with television entertainment shows and partners to deliver health information for at-risk populations

The purpose of this panel presentation is to describe key components of education outreach efforts at the Centers for Disease Control and Prevention: Formative audience research, program development, partnership development, and evaluation. Since April 1998, CDC has been conducting entertainment-education outreach, to inform the entertainment industry about public health topics, and to provide expert consultation and resource materials. Since T.V. shows are popular among many groups at increased risk for disease, injury and disability, the CDC provides scientific information and prevention messages to network executives, writers and producers for their consideration in PSAs and storylines. The materials and consultation are intended to help writers with accurate depictions of topics they already address and suggest new topics to address. The panel consists of four presentations. The first provides an introduction to entertainment-education and to CDC efforts, and reviews the recommendations of expert panels for program and research development, and the results of technical assistance and partnerships since 1997. The second describes formative audience analysis that has been conducted to better understand the characteristics and habits of target audiences that view entertainment shows on T.V. Analysis of survey data on soap opera viewing and health information seeking is discussed in detail. The third describes two areas of collaboration that focus on an award program for exemplary portrayals of health issues on soap operas, and a mass media outreach with broadcast and website components. The fourth describes various methods for evaluation for program activities that have been proposed and are being planned to measure the results of CDC entertainment-education efforts
See individual abstracts for presenting author's disclosure statement.
Learning Objectives: Refer to the individual abstracts for learning objectives
Presider(s):Teresa Byrd, DrPH, MPH, RN
4:30 PMOverview of CDC entertainment-education outreach and research for reaching at-risk audiences
Vicki Beck, MS
4:50 PMAudience analysis research for developing entertainment-education outreach: Soap opera audiences and health information
William E. Pollard, PhD, Vicki Beck, MS
5:10 PMBuilding partnerships to recognize exemplary work and increase reach and exposure of public health messages in television entertainment programming
Michael J. Baxter, MA, Vicki Beck, MS
5:30 PMAssessing responses to health messages in the entertainment media
Bradley S. Greenberg, PhD
Sponsor:Public Health Education and Health Promotion
Cosponsors:Black Caucus of Health Workers; Latino Caucus

The 128th Annual Meeting of APHA