CDC s Know Hepatitis B Campaign

Transcription

1 National Center for HIV/AIDS, Viral Hepatitis, STD, and TB Prevention CDC s Know Hepatitis B Campaign Cynthia Jorgensen, DrPH Sherry Chen, MPH, CHES Education, Training and Communication Team Division of Viral Hepatitis Centers for Disease Control & Prevention

2 Know Hepatitis B Campaign Multi-media campaign developed by CDC & HBU Launched in 2013 Now planning the 4 th phase Audience: Asian Americans who speak Chinese, Korean, Vietnamese Goal: Increase testing for chronic Hepatitis B Objectives: Increase knowledge of key facts Highlight link to liver cancer Decrease cultural stigma associated with hepatitis B Encourage talking to their doctor about getting tested

3 Campaign Materials Broadcast Video PSAs Radio PSAs Digital and Social Media Banner ads Buttons and badges Print Ads Social Media Patient Education Materials Fact sheets Posters Infographics Localized templates for flyers and ads Risk assessment card Provider Clinical Tools

4 Campaign Development Process Behavioral science theories guide the process Extensive development process Market research Formative research Pre-testing of messages Expert review Work with Asian communication contractor IW Group (in conjunction with Weber Shandwick) Bring cultural and linguistic expertise

5 Rationale for Campaign Audiences Major Asian American Ethnic Groups Population Demographics and Language Preferences Chinese Korean Vietnamese Cambodian Hmong Laotian Population size 3.3 m 1.4 m 1.5 million 265K 245K 210K Foreignborn 69% 74% 68% 60% 44% 60% Prefer own language 83% 78% 88% 83% 92% 85%

6 In-language Media Use by Ethnicity 90% 80% 82% 81% 80% 70% 60% 63% 59% 50% 40% 35% 30% 20% 10% 0% Korean Chinese Vietnamese Asian Indian Filipino Japanese Source: 2005 & 2002 Ncm Survey of Ethnic Media

7 In-language Media Outlets 250 Print TV Radio Digital Chinese Korean Vietnamese Filipino Asian Indian Japanese Source: 2005 & 2002 Ncm Survey of Ethnic Media

8 Campaign Timeline 12 Months +

9 2017 Formative Research Purpose Explore knowledge and attitudes about Hepatitis B Test campaign messages and materials Methods 12 focus groups in 3 cities with high Asian American populations Language Los Angeles New York Houston Total Chinese 2 groups 2 groups -- 4 groups Korean 2 groups 2 groups -- 4 groups Vietnamese 2 groups -- 2 groups 4 groups Total 6 groups 4 groups 2 groups 12 groups

10 Purpose Explore attitudes about Hepatitis B Test 4 new concepts for new TV PSAs/videos Images from psa concepts

11 Key Exploratory Questions What is Hepatitis B? What causes it? How is it spread? How would people know if they have it? How do you find out if you have Hepatitis B? What can do you do if you have Hepatitis B?

12 Myths and Misperceptions Prevented by a healthy lifestyle: more exercise, resting, eating better, drinking & smoking less Caused by unclean street foods, raw / uncooked sea foods or too much alcohol consumption Spread through saliva - sharing food, drinks & eating utensils Symptoms - jaundice, fatigue, lack of appetite, abdominal pain Isolation is necessary to prevent transmission Confidential means not supposed to talk to others about hepatitis B or about their results Previously been vaccinated in my home country

13 Key Messages from Formative Research 1 in 12 Asian Americans is infected 2 in 3 people infected are unaware Often no symptoms Blood test is the only way to know Hepatitis B can lead to liver cancer Not spread through air or by sharing meals, bowls or utensils Usually spread when someone comes in contact with blood from an infected person If you or your parents were born in Asia, CDC recommends you get tested for Hepatitis B

14 Implementation Strategy Two Pronged CDC implements campaign nationally Disseminates materials to in-language media outlets throughout US Promotes stories and speakers to in-language news outlets CDC partners with HBU Leverage community leaders trust and credibility Extend reach of the campaign to local level Support education, testing and linkage to care Co-branded!

15 National Campaign Dissemination Traditional media in select target Asian media markets TV, radio and print ads New York/New Jersey Los Angeles Houston Washington D.C. Digital ads on in-language sites throughout the US News media outreach Features interviews with speakers from HBU coalitions Social media Boston Chicago Seattle Dallas

16 Broadcast TV PSAs Distribution Strategy: TV stations in major US markets that provide programming in Cantonese, Mandarin, Korean, Vietnamese Rationale: Reaches many viewers Helps build awareness Reach through 2016: 275 million TV impressions

17 TV/Video PSAs Cantonese Mandarin Vietnamese Korean 275 million TV impressions in-language as of

18 Digital Ads Purpose - drives viewer to more detailed information Webpages PSAs JustB storytelling videos Rationale: Highly targeted Cost-effective reaching desired audience Reach through million impressions

19 Digital Ads

20 Digital Ads As Appearing

21 Digital Ads PreRoll Before you can get that content you want.

22 Radio PSAs Rationale: Drive time and call-in talk shows are popular Most ethnic stations cover a wide territory Radio hosts are influential in communities Reach through million impressions

23 Print Ads & Articles Format: Visual Ad Poster content Questions and Answers Articles Rationale: Reaches an older audience Good for a longer message Considered a credible source Longer shelf time and sharable Reach (Phase I and III): 8 million impressions

24 News Media Outreach

25 Campaign Materials Print Fact sheets Posters Infographics Localized templates for flyers and ads Risk assessment card Print ads Broadcast Video PSAs Radio PSAs Digital and Social Media Banner ads Buttons and badges Provider Clinical Tools

26 Patient Education Fact Sheets English 7 Asian Languages English for Native Hawaiians and Pacific Islanders 5 African Languages

27 New African Language Fact Sheets Two fact sheets in: Amharic Arabic French Somali Swahili

28 Educational Infographic

29 New infographics!

30 Coming Soon & Proposed Ideas Perinatal Infographic promoting the birth dose Fact Sheet or Q&A one-pager on dispelling common myths In draft

31 KHB Resource Flyer Promotional flyer listing available KHB campaign resources: Fact sheets PSAs Infographics Risk assessment tools Digital tools Health professional resources All resources available at

32 Thank You For more information: Cynthia Jorgensen, DrPH Sherry Chen, MPH, CHES: