"Breathing should not be work": Evaluating an asthma awareness campaign in Hartford, CT

In order to increase awareness of undiagnosed asthma and its symptoms in Hartford, CT the Hartford Health Department initiated a multi-pronged awareness campaign in June 2002 using television, radio, billboards, newspapers, signs on CT Transit Buses, public informational displays, the internet and an Asthma Speaker's Bureau. This campaign was evaluated for reach and effectiveness in June 2003 via an anonymous telephone survey, administered in English or Spanish, to a random sample of 402 adult Hartford residents. Over 2/3 of the respondents were women, half were either African American or Hispanic, and the average age was 45. 18% reported a previous diagnosis of asthma, the highest rates being reported by Hispanics (27%). Recall of campaign components ranged from 13 – 51% with 77% recalling at least one component. Recall did not differ on the basis of ethnicity. Relative to those without asthma, those with asthma were significantly more likely to have recalled informational tables and pamphlets (OR = 2.59; 3.29, respectively) and to report that they visited the Health Department's website for asthma information (OR= 10.75). Out of those who recalled at least one component, almost 40% reported taking at least one asthma-related action step in response to the campaign with 32% reporting that they shared asthma-related information with family or friends. Those with a diagnosis of asthma were significantly more likely to report taking this action step (OR = 1.84) due to campaign exposure, supporting the campaign's salience among these individuals in terms of increasing asthma awareness within their community.