244351 Development of culturally appropriate public service announcements to promote Hands-Only CPR to Chinese immigrants

Tuesday, November 1, 2011

Mei-Po Yip, PhD , Department of Medicine, University of Washington, Seattle, WA
Rebecca Ip, BA , Seattle Chinese Post, Northwest Asian Weekly, Seattle, WA
Ida Lam, BA , Chinese Information and Service Center, Seattle, WA
Hendrika Meischke, PhD, MPH , Department of Health Services, University of Washington, Seattle, WA
Devora Chavez, MIT, MPH , University of Washington, Northwest Center for Public Health Practice, Seattle, WA
Brooke Ike, MPH , Department of Health Services, Northwest Center for Public Health Practice, School of Public Health, Seattle, WA
Shin-Ping Tu, MD MPH , Department of Medicine, University of Washington, Seattle, WA
Susan M. Allan, MD, JD, MPH , Northwest Center for Public Health Practice, University of Washington, Seattle, WA
Introduction: Despite the availability of training opportunities, the proportion of citizens trained to perform CPR is small and many are unfamiliar with bystander CPR. People with limited English proficiency (LEP) have difficulty understanding written and verbal information and therefore are not often reached by English educational materials or media-based CPR instruction campaigns. Forty-five percent of the Chinese living in Washington State reported they “spoke English less than very well.” Methods: We conducted 5 focus groups to understand the spread of CPR training among the Chinese LEP. We learned that few participants were CPR trained. Participants were concerned about potential legal liability when performing CPR on a stranger and preferred calling 911 to performing bystander CPR. Participants also feared causing harm to the victim when performing CPR. Results: Based on the focus group findings, we developed four public service announcements to promote Chinese LEP individuals' awareness of bystander CPR. The content of PSAs includes: the importance of early CPR, the new CPR guidelines, CPR training opportunities in the community, and “Q & A: Myths about CPR.” Each PSA includes illustrations demonstrating how to perform hands-only CPR. CPR websites were also introduced. The final drafts of the PSAs were pretested by ten adult Chinese LEP and revisions were made. Conclusion: We will advertise the PSAs in 3 free, local Chinese community-based newspapers over a period of one month. The impact of PSAs will be assessed through a pre and post community telephone survey and tracking “hits” of CPR website.

Learning Areas:
Administer health education strategies, interventions and programs
Conduct evaluation related to programs, research, and other areas of practice
Public health or related research
Social and behavioral sciences

Learning Objectives:
After the session, the audience will able to design culturally appropriate CPR message to Chinese immigrants with limited English Proficiency.

Keywords: Asian Americans, Health Communications

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am the lead investigator of this project.
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.