Creative Communication Channels for Targeted Audiences

The Centers for Disease Control and Prevention's (CDC) National Center for Environmental Health (NCEH) and the Agency for Toxic Substances and Disease Registry (ATSDR) have a unique responsibility to reach communities directly in real-time with information relevant to environmental health. When conveying this information to communities and public health professionals, NCEH and ATSDR strive to implement effective risk communication methods. Responding to public health professionals' and community members' interest in indoor air quality in FEMA trailers between July 2007 and Spring 2008, NCEH/ATSDR implemented a comprehensive risk communication plan that included a focus on customizing channels to deliver health messages to a broad range of target audiences with a special focus on reaching trailer residents. CDC/ATSDR identified traditional channels such as fact sheets and posters; however, the agency disseminated these tools in very non-traditional locations such as Permits Offices where community members waited in line to receive permits to have utilities turned on. Because residents comprised a variety of age groups, CDC provided a comprehensive Web site and linked to MySpace.com. CDC/ATSDR also used person-to-person communication by providing 24-hour access to telephone consultation. Messages were created, sometimes on a daily basis, to answer new questions raised by residents. Assessment showed a high level of satisfaction with health information provided through this channel. By using creative and diverse risk communication channels, NCEH/ATSDR ensured repetition of crucial key messages, thus increasing the opportunity for exposure on the part of the target audience and the likelihood the message would be absorbed and remembered.