The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #66783

Jennifer Lewy, MSW¹, Rachel Heckscher, MPH², Allison Hackbarth, MPH³, Tracy Laporte, MS², Ellen Gould, MPH², Robert S. Goldstein, MPH², Erica Berl, DVM, MPH⁴, Frauke Argyros, MS⁴, Priscilla Neves, MEd, RS⁴, and Dawn Baxter, MBA¹. (1) Policy Studies Inc., 675 Massachusetts Avenue, Cambridge, MA 02139, 617.354.0029, jlewy@policy-studies.com, (2) Division of Epidemiology and Immunization, Massachusetts Department of Public Health, State Lab, 305 South Street, Jamaica Plain, MA 02130, (3) State Laboratory Institute, Div Epidemiology & Immunization, MA Dept of Public Health, 305 South St, Boston, MA 02130, (4) Bureau of Health Quality Management, Division of Food and Drugs, State Lab, 305 South Street, Jamaica Plain, MA 02130

To maximize the impact of printed educational material for audiences with limited proficiency in English and/or low literacy, it may be beneficial to rely on images rather than text. To this end, the Massachusetts Department of Public Health (MDPH), in collaboration with Policy Studies Inc., created and tested “limited language” educational materials intended to increase handwashing among foodhandlers in the state’s 40,000 restaurants.

Formative research with foodhandlers, restaurant managers, food inspectors, and health agents raised a number of important issues: 1) foodhandlers represent diverse cultures, languages, and literacy levels; 2) most handwashing reminders become “part of the woodwork” and need to be changed regularly to remain visible; and 3) restaurant employees prefer colorful, humorous images to grab their attention.

In response to these issues, an illustrated monthly calendar was developed, containing a series of educational handwashing scenarios in addition to a pull-out poster and handwashing fact sheets in four languages. The calendar was pilot tested with foodhandlers, restaurant managers, food inspectors, and health agents using intercept and telephone interviews, and subsequently the illustrations were revised based on feedback. Key challenges involved creating eye-catching illustrations while conveying accurate messages, and maximizing comprehension of the images across language and cultural groups while minimizing alternative interpretations.

Learning Objectives:

Learning objectives:
• List steps that contribute to successful development and testing of educational illustrations with low-literacy and non-English-proficient audiences
• Assess the benefits and disadvantages of using illustration for health communication

Keywords: Social Marketing, Health Communications

Related Web page: www.mass.gov/handwashing

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Massachusetts Department of Public Health, Policy Studies Inc.
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.