249892 Vision health promotion initiatives can bridge public health programs: Integrating a vision health message in a smoking cessation media campaign

Monday, October 31, 2011

Sanghamitra Savadatti, MPH , Prevent Blindness Tri-State, Albany, NY
Kim Kelly , Diabetes Prevention and Control Program, New York State Department of Health, Albany, NY
Larry Steele, PhD , Division of Chronic Disease and Injury Prevention, State of New York Department of Health, Albany, NY
Nita Patel, OD, MPH , Department of Public Health & Government Affairs, Prevent Blindness America, Chicago, IL
Jeff Todd, JD , Chief Operating Officer, Prevent Blindness America, Chicago, IL
Research links smoking to an increased risk of developing age-related macular degeneration, cataract, and optic nerve damage, all of which can lead to blindness. Prevent Blindness Tri-State and the New York State Department of Health lead the Vision Health Integration and Preservation Program (VHIPP), a model project funded by the Centers for Disease Control and Prevention through an award to Prevent Blindness America. VHIPP's purpose is to integrate vision and eye health within public health programs as appropriate. VHIPP and the Tobacco Control Program (TCP) adopted “Smoking Causes Blindness” cessation media from Australia. VHIPP launched an 8-week print campaign in Erie County, NY immediately after the TCP's statewide television, radio, and internet campaign. VHIPP's campaign consisted of billboards, bus sides, bus shelter, metro rail, airport, and store posters. Both campaigns urged consumers to contact the NYS Quitline for help. Quitline call data collected three months before the print campaign, during the campaign, and three months post campaign are suggestive of callers being influenced, as the percentage of callers reporting that their prompt to call (PTC) during the campaign period was a billboard, bus, or flyer increased. Billboard PTC increased from 2.56% (95% confidence interval [CI]: 1.73%, 3.63%) to 4.37% (CI: 2.57%, 6.91%) during the campaign period; bus PTC increased from to 0.26% (CI: 0.05%, 0.75%) to 1.03% (CI: 0.28%, 2.61%); and flyer PTC increased from 0.94% (0.47%, 1.67%) to 1.29% (0.42%, 2.97%). All percentages decreased post-campaign.

The NY experience demonstrates that vision health can be integrated into public health programs.

Learning Areas:
Administer health education strategies, interventions and programs
Conduct evaluation related to programs, research, and other areas of practice
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs
Program planning

Learning Objectives:
Discuss the application of an integrated approach to public health initiatives specifically by describing process and outcomes of an integration project that focused on adding a vision health message to a smoking cessation media campaign in Erie County, NY.

Keywords: Vision Care, Tobacco Control

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I oversee and manage multiple eye health programs at the national level in my role as the Chief Operating Officer at Prevent Blindness America.
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.