153949 An asthma public awareness campaign promotes key quality of life measures

Monday, November 5, 2007: 11:00 AM

Margaret Reid , Boston Public Health Commission, Boston, MA
Asthma is the leading cause of school absence and emergency department visits for Boston childrn. Within Boston, hospitalization rates vary significantly by race and ethnicity. In Boston, 2005, Black children, under five, had six times the number of asthma hospitalizations as White children. Latino children had over double the number as White children of that age group. Certain neighborhoods are disproportionately impacted. The low-income, predominantly Black neighborhood of Roxbury has twice the asthma hospitalization rate as Boston overall. In 2004, WGBH, New England's public television channel, approached the Boston Public Health Commission, Children's Hospital Boston, Boston Children's Museum and the Boston Public Libraries to initiate a public awareness campaign on asthma built around the children's show, ARTHUR. Out of this collaboration grew a bilingual campaign, focusing on Boston's neighborhoods most affected by asthma. Campaign materials are available in English and Spanish and messages are reinforced in multiple mediums including a traveling play, music video, billboards, and books. The campaign is designed to increase expectations on key quality of life measures for people with asthma regarding sleep, work or school and physical activity and provides information and resources to support improved quality of life. Focus groups of families and clinicians informed campaign themes, messages and outreach strategies. The campaign is intended to reach some 30,000 Boston parents, caregivers, educators, and children. Evaluative data will inform a statewide campaign to require insurance coverage for patient education on asthma management and may lead to expansion of the campaign statewide.

Learning Objectives:
1)Describe ways to involve constituents and community partners in the development of a public awareness campaign on asthma. 2)Demonstrate the value of data in targeting public health resources. 3)Translate campaign outcomes into policy activity on asthma education.

Keywords: Public Health Education and Health Promotion, Community Involvement

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.