Audience-Centered Communications Addressing Pandemic Influenza Preparedness

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.