150017 Increasing environmental health literacy about toxic substance exposures through television drama storylines

Tuesday, November 6, 2007: 3:00 PM

May G. Kennedy, PhD, MPH , Department of Social & Behavioral Health, School of Medicine, Virginia Commonwealth University, Richmond, VA
Elizabeth Eustis Turf, PhD , Department of Epidemiology, School of Medicine, VCU, Richmond, VA
Grace Huang, MPH , Institute for Health Promotion and Disease Prevention Research, University of Southern California, Alhambra, CA
Vicki Beck, MS , Hollywood, Health & Society Program, USC Annenberg Norman Lear Center, Beverly Hills, CA
Kristen Wells, MPH , Department of Epidemiology, School of Medicine, VCU, Richmond, VA
     
BACKGROUND: CDC and EPA experts consulted with scriptwriters on two storylines about toxic substance exposure that aired on popular primetime network dramas, Numb3rs (CBS) and Law & Order: SVU (NBC). The first storyline concerned children who had been exposed to hazardous chemicals buried under school playgrounds and the second was about unregulated pesticide use in an apartment building.

PROCEDURE: A 3-wave online survey (baseline, after show #1, and after show #2) was conducted to evaluate storyline effects. Respondents were drawn from a Nielson Media Research panel of regular primetime TV viewers. Regression analyses were conducted.

RESULTS: Respondents to the first two waves (N=948) were predominantly female (63%) and white (89%), with an average age of 45. Sixty-eight percent had at least an undergraduate degree and 84% had annual incomes greater than $50,000. A substantial subgroup (18.8%) reported an occupation in the medical or environmental fields. Significant associations were found between viewing the Numb3rs episode and becoming more aware of the following: underground toxic waste can increase cancer risk (p=0.003), leukemia can result from toxic exposure (p=0.034), cancer clusters are studied with odds ratios (p=0.001) and GIS mapping (p=0.010), and benzene can contribute to toxic contamination of underground water (p<0.000). Perceived risk from chemicals unmentioned in the show did not increase.

DISCUSSION: The first show increased environmental health literacy in an audience with the potential to influence policy. Wave 3 findings regarding longer-term awareness retention and dosage effects from viewing a second show about hazardous chemical exposure will be presented.

Learning Objectives:
1. Describe the process of collaborating with the entertainment industry to ensure the accuracy of environmental health information in television broadcasts. 2. Assess the potential impact of dramatic televised broadcasts on the scientific literacy and numeracy of the public. 3. Identify the kinds of knowledge gains that can be expected from televised storylines containing environmental health information.

Keywords: Communication Effects, Environmental Exposures

Presenting author's disclosure statement:

Any relevant financial relationships? No
Any institutionally-contracted trials related to this submission?

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

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