Updates on CDC’s 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 disparities by educating communities about the benefits of viral hepatitis prevention, care, and treatment.
Two Major Campaigns
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
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
Campaign Materials Broadcast • Video PSAs • Radio PSAs Digital & Social Media • Banner ads • Buttons and badges • Infographic Print • Posters • Risk assessment card • Localizable templates • Fact sheets for flyers and ads • Print ads Provider Clinical Tools
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
Communication Strategies New/Social Print TV/Radio News Outreach Digital Media • Press releases • YouTube Ads in relevant Nationwide & city Banner ads • Twitter - campaign cities specific - Chinese • Facebook - key events - Chinese distribution - Korean • Matte articles • Blog posts - Korean - Mandarin - Vietnamese • News media - Vietnamese - Cantonese interviews with - Korean HBU members - Vietnamese - English 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
New Videos/TV PSAs English Mandarin Cantonese Vietnamese Korean
NEW Ad/Poster
Print Materials, Posters, Digital Ads
Patient Education Fact Sheets English 7 Asian Languages English for Native Hawaiians and Pacific Islanders English and French for African Immigrants
Community Resources
Provider Tools
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
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
Campaign Materials Broadcast Provider Clinical Tools • Video PSAs • Radio PSAs Digital & Social Media • Algorithms • Banner ads • Buttons and badges • Webinars • • Pre-roll buys • Twitter & YouTube Clinical summaries • Clinical training Print/Out of Home (HepC online – CDC grantee) • Print ads • Billboards • Airport dioramas • Transit ads Print ads Patient Education • Posters • Risk assessment • Fact sheets
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
Campaign Materials
New TV PSAs
New Print/Digital Materials
Campaign in the Field
TV PSA Airplay Total Markets: 49 Total Value: ~ $8.8 million Total Impressions: ~1.2 billion May 2013 to November 2015
Summary of Campaign Reach to Baby Boomers* ~$23 Million 6.7 Billion in Donated Media Value Impressions* *Based upon available data; vastly under-reported
Hepatitis C - Provider Tools
Hep C Online h ttp://www.hepatitisc.uw.edu/
OTHER UPDATES & RESOURCES
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 • Applicatio n: Used in privacy of person’s home or at a doctor’s office • Action: Tailored CDC recommendations to foster dialogue with provider • Located: http://www.cdc.gov/hepatitis/RiskAssessment/
Sample Recommendation – Baby Boomer
Sample Recommendation – Hepatitis B
Promoting the Risk Assessment http://www.cdc.gov/knowmorehepatitis/Media/ButtonsBadges.htm#HRA
Hepatitis Awareness Month http://www.cdc.gov/hepatitis/heppromoresources.htm
May Website Features http://www.cdc.gov/hepatitis/hepawarenessabcs.htm
Be #HepAware Thunderclap http://thndr.me/4TCNSF
YOUR NEEDS?
THANK YOU For more Information on the Know Hepatitis B campaign Contact Sherry Chen at schen1@cdc.gov For more Information on the Know More Hepatitis campaign Contact Amanda Carnes at ccarnes@cdc.gov
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