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APHA Scientific Session and Event Listing

Scott Presson, DDS MPH, Division of Oral Health, Centers for Disease Control and Prevention, 4770 Buford Hwy F-10, Atlanta, GA 30341, 7704886078, spresson@cdc.gov

Objectives: To explore potential influence of key leaders in fluoridation campaign decisions.

Methods: An exploratory, qualitative study was conducted by performing a literature review, convening an expert panel, analyzing local newspaper coverage, and interviewing 53 key individuals in 8 locations. Cities were 50,000 to 300,000 in size, with four approving and four rejecting fluoridation proposals in 2000 or later.

Results: Coalitions organized around a referenda decision appear to have varied effect related to types of leaders and how they are perceived by the public. Opinion leaders can provide cues to the public, but with a range of credibility. Attributes that appear to enhance spokesperson resonance will be presented. A model to illustrate the relationships among the campaigns, opinion leaders and voters, and the processes associated with those relationships will be reviewed.

Conclusions: The public's response to key leaders may affect fluoridation campaign decisions. Improved understanding of the potential factors influencing fluoridation referenda decisions may assist communities in their efforts to educate the public.

Learning Objectives:

• To describe how leader characteristics may affect fluoridation decisions.
• To list the types of key leaders that may play a role in community decisions.

Keywords: Oral Health, Health Education Strategies

Presenting author's disclosure statement:

Not Answered