Using a media campaign to increase knowledge of the signs of stroke

Background – In 2003, 80% of Massachusetts adults reported that they would call 9-1-1 if they thought someone was having a heart attack or stroke. Only 17.5% of Massachusetts adults, however, could recognize all stroke signs and symptoms. The Massachusetts Department of Public Health Heart Disease and Stroke Prevention and Control Program developed a 3-minute animation, based on the Cincinnati Pre-hospital Stroke Scale, to improve knowledge of observable stroke signs. Using this animation as a basis, a comprehensive media campaign was developed.

Objective – To evaluate the effectiveness of the Stroke Heroes Act FAST media campaign.

Methods – A comprehensive media campaign using public service announcements, transit placards, and newspaper ads was conducted in Massachusetts. A random-digit dial survey was administered to a sample of Massachusetts adults.

Results – Significant increases in knowledge of the three observable signs of stroke reflected in the Stroke Heroes Act FAST message were seen six months after a media campaign. Respondents correctly identifying “A person's face droops…” increased from 71% to 78%; “A person's speech sounds strange…” increased from 76% to 81%; and “One arm drifts down…” increased from 62% to 69%. Moreover, significant increases were observed in the percent of adults who could identify the components of the “FAST” acronym.

Conclusion – The Stroke Heroes Act FAST media campaign is an effective way to increase stroke signs knowledge.