178768 Audience-Centered Communications Addressing Pandemic Influenza Preparedness

Monday, October 27, 2008

Sally Crelia, MPH , Social Marketing & Appplied Research Team, BearingPoint, Atlanta, GA
Matthew Sones, MS, MPH , National Center for Health Marketing, Centers for Disease Control and Prevention, Atlanta, GA
Monica B. Scales, PhD , Social Marketing & Applied Research Team, BearingPoint, Inc., Atlanta, GA
Clarice Conley , National Center for Health Marketing, Centers for Disease Control and Prevention, Atlanta, GA
Melanie Cook , DB Consulting Group, Inc, Atlanta, GA
Objective: The Centers for Disease Control and Prevention (CDC), through contract with DB Consulting and BearingPoint, is developing pandemic risk communication messages, materials and communication plans that are accessible to multiple segments of the general public and promote appropriate behavior change.

Methods: Environmental scans to assess existing messages and materials pertaining to pandemic influenza, and to identify key gaps; audience segmentation and profiling; development and testing of pandemic influenza messages and materials; and design of communication plans and strategies targeting various audience segments.

Results: Based on findings from preliminary research, we segmented potential audiences into: general public, public health work force, business sector, education and child care sectors, faith based and community based organizations (FBO/CBO), travelers and travel industry, pet and livestock owners, children, and vulnerable populations. Using an audience-centered approach, we designed messages, materials and communication plans to meet the unique information needs of each of the audience segments, focusing on general pandemic information and preparedness, community mitigation strategies, appropriate use of masks, appropriate use of antiviral medications, home care, over the counter (OTC) drugs, and non-pharmaceutical preventive behaviors (hand washing, covering coughs, etc.).

Conclusions: Formative research suggested that the majority of existing messages and materials provided information on the “what” but not the “how”, indicating a need for simple, easy-to-use information providing concrete guidance on how each of the audience segments can plan and prepare for an influenza pandemic. Segmentation and profiling of audience sub-groups enabled CDC to develop targeted, audience-centered information and tailored dissemination strategies.

Learning Objectives:
At the conclusion of this session, the participants will be able to: 1.List specific information needs around pandemic influenza. 2. Recognize the importance of developing targeted educational information and tools based on audience specific research. 3. Discuss opportunities for future partnerships/channels for reaching various audiences with pandemic influenza information.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am currently conducting communications research and materials development on this topic.
Any relevant financial relationships? No

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.