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National Education Campaigns
Goal 1.2 Decrease health disparities by educating communities about the benefits
- f viral hepatitis prevention,
care, and treatment.
Updates on CDCs National Viral Hepatitis Campaigns Cynthia - - PowerPoint PPT Presentation
Updates on CDCs National Viral Hepatitis Campaigns Cynthia - - PowerPoint PPT Presentation
Updates on CDCs National Viral Hepatitis Campaigns Cynthia Jorgensen, DrPH Amanda Carnes, MPH, CHES Sherry Chen, MPH Division of Viral Hepatitis, CDC NVHR Webinar May 4, 2016 National Education Campaigns Goal 1.2 Decrease health
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Two Major Campaigns
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Know Hepatitis B Campaign
CDC launched the national campaign in June 2013 Goal: Increase testing for chronic Hepatitis B Partnership: Hep B United Audience: Asian Americans Languages:
– Chinese, Korean, Vietnamese (English)
Subsequent Phases:
– Phase II - August 2014 – Phase III - March 2016
Campaign Website: www.cdc.gov/KnowHepatitisB
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Communication Objectives
Primary Objective
- Increase testing for hepatitis B
Secondary Objectives
- Increase knowledge of key facts:
– 1 in 12 AAPIs are infected – 2 of 3 people infected are unaware – Often no symptoms – Blood test needed to determine if infected
- Educate about link to liver cancer
- Decrease cultural stigma associated with hepatitis B
SLIDE 6 Print
Broadcast
- Video PSAs
Digital & Social Media
- Banner ads
- Infographic
- Posters
- Localizable templates
for flyers and ads Provider Clinical Tools
- Radio PSAs
- Buttons and badges
- Risk assessment card
- Fact sheets
- Print ads
Campaign Materials
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Implementation Strategies
- CDC implemented campaign on national basis
– Identified in-language media outlets throughout US
- Partner with Hep B United community members
– Extend reach of the campaign into local communities – Provide education, direct services and testing – Leverage community leaders
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Communication Strategies
Print TV/Radio News Outreach Digital New/Social Media Ads in relevant cities
- Chinese
- Korean
- Vietnamese
Nationwide & city specific distribution
- Mandarin
- Cantonese
- Korean
- Vietnamese
- English
- Press releases
- campaign
- key events
- Matte articles
- News media
interviews with HBU members Banner ads
- Chinese
- Korean
- Vietnamese
- YouTube
- Blog posts
Hep B United
- Extends the reach of the campaign
- Conducts outreach activities in Asian languages
- Holds community health fairs and testing events
- Educates healthcare providers serving Asians
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New Videos/TV PSAs
English Mandarin Cantonese Vietnamese Korean
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NEW Ad/Poster
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Print Materials, Posters, Digital Ads
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Patient Education Fact Sheets
English 7 Asian Languages English for Native Hawaiians and Pacific Islanders English and French for African Immigrants
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Community Resources
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Provider Tools
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Know More Hepatitis
CDC launched the national campaign in Fall 2012
- Goal: Increase HCV testing among those born 1945-1965
(aka baby boomers)
Audience:
– Baby Boomers – Primary Care Providers
Subsequent Phases:
– Phase II – January 2015 – Phase III – April 2016
Campaign Website: www.cdc.gov/KnowMoreHepatitis
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Communication Objectives
Primary Objective
- Increase testing for hepatitis C in people born 1945-1965
Secondary Objectives
- Increase knowledge of key facts:
– Baby boomers are 5x more likely to be infected – ~ 50% are unaware of their infection – Often no symptoms – Blood test needed to determine if infected – Treatments can cure hepatitis C
- Educate about severity of disease & link to liver cancer
- Decrease stigma associated with hepatitis C and risk behaviors
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Broadcast
- Video PSAs
Digital & Social Media
- Banner ads
- Pre-roll buys
Print/Out of Home
- Print ads
- Airport dioramas
Patient Education
- Posters
- Fact sheets
- Radio PSAs
- Buttons and badges
- Twitter & YouTube
- Billboards
- Transit ads Print ads
- Risk assessment
Campaign Materials
Provider Clinical Tools
- Algorithms
- Webinars
- Clinical summaries
- Clinical training
(HepC online – CDC grantee)
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Implementation Strategies
- Rely primarily on donated time and space
- Tactics include:
– News media outreach – TV and radio broadcast PSAs – Print ads – Airport dioramas, billboards, mall and public transit ads – Social media and website presence
- Small budget for digital advertising
- Work with community partners to extend campaign reach
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Campaign Materials
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New TV PSAs
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New Print/Digital Materials
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Campaign in the Field
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TV PSA Airplay
Total Markets: 49 Total Value: ~$8.8 million Total Impressions: ~1.2 billion
May 2013 to November 2015
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Summary of Campaign Reach to Baby Boomers*
6.7 Billion Impressions*
~$23 Million
in Donated Media Value
*Based upon available data; vastly under-reported
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Hepatitis C - Provider Tools
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Hep C Online
http://www.hepatitisc.uw.edu/
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OTHER UPDATES & RESOURCES
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Hepatitis Risk Assessment
- Purpose: Easy to use, online tool designed to assess a person’s
risk for hepatitis A, B and/or C
- Audiences:
– Baby Boomers – Asian Americans – People with past risk behaviors or events
- Application: Used in privacy of person’s home
- r at a doctor’s office
- Action: Tailored CDC recommendations to foster dialogue with
provider
- Located: http://www.cdc.gov/hepatitis/RiskAssessment/
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Sample Recommendation – Baby Boomer
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Sample Recommendation – Hepatitis B
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Promoting the Risk Assessment
http://www.cdc.gov/knowmorehepatitis/Media/ButtonsBadges.htm#HRA
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Hepatitis Awareness Month
http://www.cdc.gov/hepatitis/heppromoresources.htm
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May Website Features
http://www.cdc.gov/hepatitis/hepawarenessabcs.htm
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Be #HepAware Thunderclap
http://thndr.me/4TCNSF
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YOUR NEEDS?
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