The 130th Annual Meeting of APHA

Abstract #41105

Sanjana Ajey Bhardwaj, DR¹, Mary O'Donoghue, DR¹, and marjorie williams, ms². (1) HEALTH BEHAVIOR; SCHOOL OF PUBLIC HEALTH, UNIVERSITY OF ALABAMA, BIRMINGHAM, 1714,13th court south, birmingham, AL 35205, 205 933 6486, sanjanabhardwaj@rediffmail.com, (2) international health, UNIVERSITY OF ALABAMA, BIRMINGHAM, ryals building , suite 227, university boulevard, birmingham, AL 35205

Each year in the USA approximately 1.5 to3 per 1,000 children are born with significant hearing impairment. Currently many of these children are not diagnosed till the second year of life. The consequences thus are significant delays in spoken language, literacy and cognitive function. Nationwide 65% of neonates are screened. The rate varies from 18.8% in California, to 98.8% in Mississippi. The screening rate in Alabama is 66.6%. The project’s goal was to increase the rate of screening by 30% in the next 12 months. The Social Cognitive theory defined the performance objectives.Understanding the reciprocal determinants, person, environment and behavior, and using incentives / rewards, self efficacy and outcome expectations of the priority group, the communication package was defined. Intervention mapping was used for designing the program. A needs assessment was done. Realising that people were largely unaware of the problem and the screening test, the communication package was designed using a multimedia approach. Print material in the form of an informational and a followup pamphlet were designed. A program theme ‘ EARS FOR YEARS’ and a program motif, a bunny rabbit were developed. Incentives in the form of baby Tshirts were designed. A public service announcement and an educational video were developed too. The Alabama Ear Institute was approached and through collaboration, the video was filmed, edited and released. The videos are now going to be shown in nearly 100 birthing units in Alabama.

Learning Objectives:

• Developing an health communications package to increase knowledge and awareness of the newborn hearing screening program. After a needs assessment, the communication package was designed using the social cognitive theory and the intervention mapping process. A formative evaluation was also carried out. Contact was made with The Alabama Ear Institute and with limited resources a video was scripted, filmed and edited.
• The video is now going to be shown in birthing units all over Alabama. A fine example of collaborating with different agencies and designing a package with limited resources.

Keywords: Health Communications, Deaf

Presenting author's disclosure statement:
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.