plague case1

8/12/2019 Plague Case1

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Stephanie Probert

Communications 336


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Background

Utahs health officer has confirmed there is a plague in rodents in 20 of thestates

counties. There has also been one case of human infection confirmed. Most of thecounties that are infected are rural, but it is starting to show up in counties along theWasatch Front. The risk of human infection is very minimal.

Plague Defined:When people hear the word plague extreme panic settles in. According to the

Center of Disease Control, a plague is defined as a rare bacterial disease caused byYersinia pestis(yer-SIN-ee-ah PEST-iss).

History and Facts

Plague was first found in America in 1900 when rat-infested boats, mostly fromAsia, visited local ports. Soon after there was epidemics along these port cities. Sincethis occurrence, plague has mostly been seen in rural areas. The last recorded urbanplague in the US was in Los Angeles in 1925.

Plague occurs in people of all ages, but 50 percent of recorded cases haveoccurred in people aged 12-45. The disease has been found in both men and women,though more cases have been recorded among men. The CDC attributes this to the factthat men are more likely to be outdoors which puts them at a higher risk. More than 80percent of plague cases in the US have been in the bubonic form.

Before 1941 when an antibiotic was available, the mortality rate among infectedAmericans was 66 percent. After the antibiotic was made available the mortality rate hasdecreased to 16 percent. In more recent years, 1990-2012, the mortality rate hasdecreased even more to 11 percent.

Plague has been recorded in all months of the year, though it is recorded more inwarmer months. CDC says this is because at this time rodents and fleas are more activeand people are more likely to be outdoors.

In recent years there is an average of 7 human plague cases reported each year inthe US (ranging between 1-17).

Symptoms:

The CDC says that people typically show symptoms within 2 to 6 days aftergetting infected. Symptoms include fever, weakness, swollen and painful lymph nodes,chills and occasionally pneumonia. Pneumonia, an infection of the lungs, is typically thefirst symptom. After these symptoms appear, the infection spreads to other body parts. Itis best to treat the disease as soon as it is detected because many people who do not, oftendo not survive.

Carriers:


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The CDC attributes infected fleas to the source of most infections. Fleascommonly bite both animals (typically cats and rodents) and humans, putting them all atrisk. It is also common for people who work with animals to become infected. People canalso become infected by breathing in Y. pestis contaminated water droplets. The CDCsays animals that have the plague can infect people, but this is very rare. The animals that

most commonly carry the plague are rodents such as mice, rats, and squirrels along withcats. The disease is most commonly found in the southwest of the United States(CDC.org).

How plague is transmitted:According to Health Information Brought To Life, there are three ways that the

plague can be transmitted. One is being bitten from an infected flea or animals. Two,having direct contact with infected body tissue or bodily fluids. And three, inhalinginfected water droplets (Healthinformationbroughttolife.com)

How to avoid plague:

The Center for Disease Control gives a list of ways that people can preventgetting infected. It is advised not to pick up or touch dead animals. It advises reportingany observations of dead or sick animals to the local health department or lawenforcement. CDC also advises making your home rodent-proof. This can be done byremoving food sources, places rodents can nest, and recreational areas. These wouldinclude brush, rock piles, firewood, pet food, and built up junk. It advises using insectrepellent when anticipating being exposed to fleas and to wear gloves when handlinganimals. It is also advised to treat pets if one lives in an area where rodent plague isoccurring, and not to let animals roam freely.

How to cure plague:

There are antibiotics available for those infected with plague. The sooner that apatient seeks medical attention, the better their chance is of recovering fully. The plagueis a very serious illness and is to be taken seriously. People who are in close contact towith pneumonia patients are often evaluated and placed under observation. There arepreventative antibiotics that can be given to those in personal contact with an infectedperson. Currently there is not a plague vaccine available in the United States. New onesare in development, but are not expected for immediate future release. If untreated, themortality rate is 50 to 90 percent. If plague is treated the mortality rate is typically closerto 15 percent (rightdiagnosis.com).

About the client:Utahs State Department of Health is seen as a valuable and credible resource to

the state. Their mission is as follows: The Utah Department of Health strives to improvethe lives of all Utahns. We work with our partners to create healthy and safecommunities and eliminate health disparities as part of a comprehensive public healthsystem. We use data driven, evidence based interventions to promote healthy lifestylesand behaviors; detect and prevent injury and disease; and improve access to qualityhealth care for all people of Utah including the states most vulnerable populations. Wemonitor the health of the population by collecting, analyzing and sharing data. Our vision


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is for Utah to be a place where all people can enjoy the best health possible, where all canlive and thrive in healthy and safe communities, (http://health.utah.gov).

Strengths:

Utahs State Dept. of Health is trustedRisk of human infection are minimalAntibiotics are availablePeople are fearful and are likely to look forhelp/answers/information

Weaknesses:

Low awareness of cures/preventionsPeople have unrealistic fearsThe word plague creates excess fearMore cases will be reported (we do notknow how far it could reach)

Opportunities:

Minimize or eliminate panic and hysteriaEducate people on how to prevent thedisease

Educate people steps to take if infectedEducate people that infection is minimalBring awareness to the risk of plagueHelp citizens identify symptomsMotivate prevention behaviorIncrease education of health professionals

Threats:

There is no vaccine available in the USInfection is spreadingAppearing along Wasatch Front and not

only in rural areas (less controlled)New discoveries will be made/more humancases will be reported

Potential Publics:

Parents

Current relationship: Parents have a positive relationship with Utahs State Department ofHealth because they see us as a credible source of invaluable information. When there isa lack of information, and in times of crisis, parents especially will look to media andUSDH for help and guidance.Influential: Peers with other children, PTA members, teachers of their children, leaders inthe community, coworkers, families, spouses, government leaders.Self-interests: Parents main concern is the health and safety of their family, especiallytheir children. They want to be able to provide a safe and healthy environment for theirloved ones and keep them safe.

School aged children

Current relationship: Varied relationship to none at all to somewhat of a relationship.School aged children are not aware of the issues or resources.Influential: Parents, teachers, friends, coaches, familySelf-interest: Children have an interest to stay healthy in order to maintain their lifestyle

Health Care WorkersCurrent relationship: Strong relationship. They understand the situation USDH is facingand are able to help. They are supportive of community efforts and are willing to learn.
http://health.utah.gov/http://health.utah.gov/http://health.utah.gov/http://health.utah.gov/


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This would include all people in the healthcare facility including doctors, nurses,administrators, etc.Influentials: Peers, other health care workers, leaders of the health care industry, localpoliticiansSelf-interests: Health care workers have a passion and education to help local people stay

as healthy as possible. They are altruistically motivated to help patients. They also wantto do the best work possible in order to keep their jobs.

College Students

Current relationship: College age students will be somewhat aware of the situation andwould be passionate supporters once informedInfluentials: Family, professors, peers, student government leaders, celebritiesSelf-interests: A good education, making friends, building a resume, job opportunities,social interaction

Local Government Leaders

Current relationship: We can count on government leaders to support this project. Theyview USDH as a credible and valuable resource.Influentials: Peers, other community leaders, other political leaders, family, employeesSelf-interests: Government leaders do have a passion for the community and an altruisticattitude toward their health. They are motivated by personal success, and a positiverelationship with constituents.

High School StudentsCurrent relationship: High school students will be somewhat aware of the situation andwould be passionate supporters once informed.Influentials: Peers, teachers, parents, family, community leadersSelf-interests: Social life, friends, education, resume building experiences, jobopportunity.

Local Church LeadersCurrent relationship: We can count on church leaders to support this project. They viewUSDH as a credible and valuable resource.Influentials: Church members, spouses, family, political leadersSelf-interests: Altruistic attitude toward the issue, social good, status amongst theircongregation and peers, family, doing positive works.

Local Business OwnersCurrent relationship: Positive- they will support a cause that will improve their localcommunityInfluentials: Peers, family, other local business owners, unions, political leadersSelf-interests: Maintaining a positive name for their business, supporting their family,supporting their employees, making money in their business, helping the community,doing social services for the community

Retirees and Senior Citizens


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Current relationship: This is a risk group but might not know it. Upon being educatedthey would be very supportive of the cause.Influentials: Spouses, peers, other retirees, children, grandchildren, political leaders,neighborsSelf-interests: Maintaining a healthy and safe family, ensuring a positive lifestyle for

loved ones, their own health and safety, senior rights and entitlements

Middle School StudentsCurrent relationship: Middle school students will be somewhat aware of the situation andwould be supporters once informed.Influentials: Peers, teachers, parents, family, community leadersSelf-interests: Social life, friends, education, resume building experiences, jobopportunity.

Middle aged adults (age 30-45)Current relationship: Positive relationship. They understand the situation USDH is facing

and are able to help. They are supportive of community efforts and are willing to learn.Influentials: Peers, children, employees, employers, neighbors, political leadersSelf-interests: Family, spouses, job security, health of family and self

Pet ownersCurrent relationship: Pet owners will be ready and willing to listen to the informationUSDH has because they might know that having a pet puts them at a higher risk.Influential: Other pet owners, veterinarians, owners of pet friendly businessesSelf-interest: Keeping their pet free from fleas that would contaminate them and keepingthemselves free from plague

OutdoorsmenCurrent relationship: This is a risk group but might not know it. Upon being educatedthey would be very supportive of the cause.Influentials: Spouses, peers, other outdoorsmen, political leaders.Self-interests: Maintaining a healthy and safe family, recreation, surviving.

School Administrators/ TeachersCurrent relationship: Positive relationship, they would be willing to learn for theiraltruistic attitude toward student health.Influentials: Spouses, peers, students, employees, parents, PTA members, donors, localpolitical leaders.Self-interests: Maintaining a healthy and safe family, ensuring safety of children, jobsecurity.


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Situation Analysis:Utahs chief health officer, Dr. Hyrum Jones, has confirmed that there are 20

counties in the state that have recorded plague in rodents. Currently there is one case ofhuman infection. Most of the counties that are infected at this point are rural, but it isstarting to show up in counties along the Wasatch Front. The risk of human infection is

very minimal. The citizens in Utah are at a point of panic and hysteria upon hearing thenews. The word plague has a frightening connotation, leaving many in confusion andfear. This disease in humans is very rare. The United States typically only sees sevencases of human plague in an average year. Also, it if treated promptly mortality rates aregenerally as low as 11 percent. We must eliminate or minimize the panic and hysteria thatcomes with the news of the disease. We must educate the citizens in Utah that plague isextremely rare and that the reasons for fear are minimal. However, since there has beenan occurrence, we must educate the citizens of how to avoid the plague. Awareness needsto rise about the risks involved in plague and steps they can take if they do think theyhave been infected. If untreated, the mortality rate is 50 to 90 percent. If plague is treatedthe mortality rate is typically closer to 15 percent. Citizens need to understand the

urgency involved in getting treatment. We must educated citizens about the symptomsinvolved so they can recognize it to take action if necessary. There is also an opportunityto motivate prevention behavior amongst citizens. Citizens need to understand who is atrisk. Plague occurs in people of all ages, but 50 percent of recorded cases have occurredin people aged 12-45. The disease has been found in both men and women, though morecases have been recorded among men. People who spend a lot of time outside or withanimals are also at a higher risk rate.

We face a few potential difficulties that could impede our success as well. Thereis currently not a vaccine available in the United States. This fact might contribute thefear and panic that the Utah citizens are currently experiencing because they do not knowother ways to prevent being a victim of the disease. The infection is currently spreadingout of rural areas into more populated areas. This disease typically is more common inrural areas, however it is now infecting counties that are more populated among theWasatch Front. The disease is pretty difficult to spread in humans, however the moreclosely people are living, typically the faster a disease spreads and the less control wehave. We know that more cases will be reported, thus in the mean time we will not haveall of the statistical data, and we do not know exactly how far it can reach. The wordplague emotes extreme fear in people, which often leads to people panicking. A greatdifficulty we face is that people have low levels of education about how to prevent thedisease, how to report it, or how to treat it. People also have an unrealistic idea of howplague works and believe it is more common than the average 7 people per year. Peoplealso believe that plague spreads much more easily and rapidly than it actually does.

CORE PROBLEM/ OPPORTUNITYUtah citizens have an unrealistic fear of plague, which is leading to unnecessary

hysteria. Citizens are uneducated as to how to prevent plague, how to treat it, how toreport it and how to identify symptoms which is also contributing to the fear.


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GOAL

We must educate people about the risks involved, help them identify symptoms,educated them how to avoid plague, motivate prevention behavior all to lessen the local

panic and fear.

OBJECTIVES1. Increase Utah citizensawareness about risks of plague in one month to 40

percent and 60 percent in two months.2. Increase Utah citizens ability to identify symptoms in one month to 40 percent

and 60 percent in two months.3. Increase motivation in prevention behavior in one month to 30 percent and 50

percent in two months.4. Decrease citizens fear and hysteria by 30% within two months and 50% within

two months by education about the rarity of human plague.

KEY PUBLICS

Parents of Children under 18The cooperation and involvement of parents will be key to the success of this campaign.Parents ultimately have the power to educate themselves, thus being able to help theirchildren. Parents must be educated about the risks involved, be able to identifysymptoms, and be able to prevent themselves and their families from being victims ofplague. Children are one of the highest risk groups because they play outside, with littleability to distinguish what is sanitary and what is not. They are likely to play in outdoorareas with infected fleas, and play with infected animals. There are 379,527 familiesliving in Utah. Sixty three percent of parents are employed full-time, year-round, and 29percent have a part-time or part year job. Eight percent of Utah parents are currentlyunemployed, (National Center for Children in Poverty, 2010). Of all the households inUtah, 42.7 percent have children under that age of 18 (infoplease.com). About 36 percentof Utah is made up of children under the age of 18 who are dependent upon parents forguidance (infoplease.com). Parents have a positive relationship with Utahs StateDepartment of Health because they see us as a credible source of invaluable information.When there is a lack of information, and in times of crisis, parents especially will look tomedia and USDH for help and guidance. Parents will be influenced by peers with otherchildren, PTA members, teachers of their children, church leaders, leaders in thecommunity, coworkers, families, spouses, government leaders. Parents main concerns arethe health and safety of their family, especially their children. They want to be able toprovide a safe and healthy environment for their loved ones and keep them safe. They canbe reached through personal contact, opinion leaders, through school administration,email, local media and some social media outlets.

Primary Message:Because you are personally responsible for your childrens health and well being, it iscrucial for you to be educated about the risks involved with plague, be able to identify


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symptoms, and be able to prevent yourself and you family from being victims to thedisease.

Secondary Message:

Children are one of the highest risk groups because they play outside, with littleability to distinguish what is sanitary and what is not. They are likely to play inoutdoor areas with infected fleas, and play with infected animals.

In recent years there is an average of 7 human plague cases reported each year inthe US (ranging between 1-17), therefore there is no need for panic, justpreparedness.

Your participation in this effort can help lead to avoiding your child being avictim of plague.

There are ways to avoid plague given by the CDC such as not to pick up or touchdead animals. It advises reporting any observations of dead or sick animals to thelocal health department or law enforcement. CDC also advises to making your

home rodent-proof. This can be done by removing food sources, places rodentscan nest, and recreational areas. These would include brush, rock piles, firewood,pet food, and built up junk. It advises using insect repellent when anticipatingbeing exposed to fleas and to wear gloves when handling animals. It is alsoadvised to treat pets if one lives in an area where rodent plague is occurring, andnot to let animals roam freely.

There are antibiotics available for those infected with plague. The sooner that apatient seeks medical attention, the better their chance is of recovering fully. Theplague is a very serious illness and is to be taken seriously.

Currently there is not a plague vaccine available in the United States. New onesare in development, but are not expected for immediate future release.

It is necessary to treat yourself or your child as soon as detected. If untreated, themortality rate is 50 to 90 percent. If plague is treated the mortality rate is typicallycloser to 15 percent (rightdiagnosis.com)

The CDC says that people typically show symptoms within 2 to 6 days aftergetting infected. Symptoms include fever, weakness, swollen and painful lymphnodes, chills and occasionally pneumonia.

Children are more at risks in summer months because they are more prone to playoutside.

Strategy one: Increase awareness of parents that plague is rare, and the reason for fear isminimal through educational opportunities.Tactics:

A fact sheet of how to avoid the plague, how to treat it, symptoms, and risks thatwill be mailed home for parents to read.

Have to school administrators send out an email warning parents about the risksand encouraging parents to keep sick children home.

Have the local media do a story on how to avoid plague and what precautions canbe taken.


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Strategy two: Encourage parent-to-parent communication by creating a parent safetyboard for at local schools for them to meet up and discuss ideas.

Send out emails to encourage parents to attend. Create playgroups for children that encourage parents to meet up and discuss the

important health issues.

Pet ownersIn Utah, 39 percent of households own at lease one dog. Most owners, 60 percent,

own just one dog. Twenty-eight percent of dog owners own two dogs. Thirty threepercent of Utah families own a cat (Human Society). Being in contact with infectedanimals is one of the most common ways to be infected with plague. It is common forpeople who work with animals to become infected. The CDC says animals that have theplague can infect people, but this is very rare. The animals that most commonly carry theplague are rodents such as mice, rats, and squirrels along with cats. It is imperative thatpet owners understand the risks, how to prevent getting plague, how to protect their

animal and themselves, and how to react. Pet owners will be ready and willing to listen tothe information USDH has because they might know that having a pet puts them at ahigher risk. Other pet owners, veterinarians, and owners of pet friendly businessesinfluence them. Their self-interests include keeping their pet free from fleas that wouldcontaminate them and keeping themselves free from plague. They can be reached throughpersonal contact, opinion leaders and some social media outlets.

Primary Message:Because you are in regular contact with an animal, you are increasing your risk

factor for plague and it is imperative that you understand the risks involved with plague,

be able to identify symptoms, and be able to prevent yourself and your animal from beingvictims to the disease.

Secondary Message:

Fleas commonly bite both animals (typically cats and rodents) and humans,putting them all at risk.

It is common for people who work with animals to become infected. According to Health Information Brought To Life, there are three ways that the

plague can be transmitted. One is being bitten from an infected flea or animals.Two, having direct contact with infected body tissue or bodily fluids. And three,inhaling infected water droplets.

There are antibiotics available for those infected with plague. The sooner that apatient seeks medical attention, the better their chance is of recovering fully. If untreated, the mortality rate is 50 to 90 percent. If plague is treated the

mortality rate is typically closer to 15 percent (rightdiagnosis.com).

There are many ways the CDC advises pet owners to avoid the plague.Strategy one: Allow educational opportunities for pet owners to be given out at local petstores/pet good stores/pounds


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Tactics:

Give out informational fact sheets at these locations. Information to the CDC website so they can get more information on how to

protect themselves and their pets.

An e-mail list that pet owners can choose to add their name to receive weeklyemails of tips. A schedule of the pet playgroup times would be handed out (strategy two). Create pass-along cards of simple facts and contacts that pet owners can take and

give out to friends.

Strategy two: Create free pet playgroups at local parks where one of the USDH workerswho is an expert on the topic will come and give an information speech and hand outinformation.

Tactics:

Give out the informational fact sheet to every attender. Use the email list to invite everyone that signed up to the free local park pet play

groups.

Provide an informational packet about how pet owners specifically put themselvesat more risk and how they can keep their animals from being more vulnerable tofleabites.

The packet would also include a list of symptoms, and places to receiveantibiotics.

The USDH worker would also assure the attenders that there is no need for panicand the environment would be light and playful.

Strategy three: Use social media to increase the awareness of pet owners about the risks,the symptoms and the prevention behaviors.

Tactics:

Create a USDH Facebook page with links to CDC (one link for symptoms, onelink for preventions, one link for risks, one link of how to treat it).

Create a sign up sheet where pet owners can put their numbers and get a weeklytext of tips and hints.

Create a Foursquare account where pet owners can check into the localplaygroups to advertise it to their friends.

Get in touch with local pet stores and have them put a link to our Facebook pageon their websites.

Get in touch with the local media and have them do a story focused on the risksthat pet owners are placed in for plague. We will put a link of this story on ourFacebook page once it is created.

Health Care Workers


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The healthcare field is one of the fastest-growing in the US economy. There arecurrently more than 18 million workers in the US. Women make up nearly 80 percent ofthe healthcare work force currently (CDC). The relationship between the client and thepublic is very strong. Healthcare workers understand the situation USDH is facing andare able to help. They are supportive of community efforts and are willing to learn. This

would include all people in the healthcare facility including doctors, nurses,administrators, etc. They are influenced by peers, other health care workers, leaders ofthe health care industry, family and local politicians. Health care workers have a passionand education to help local people stay as healthy as possible. They are altruisticallymotivated to help patients. They also want to do the best work possible in order to keeptheir jobs. They can be reached through personal contact, opinion leaders and some socialmedia outlets.

Primary Message:Because you have the passion, training, education and ability to help people

remain calm and healthy during this time, we need your help to educate citizens on the

risks, preventions and identify symptoms to calm down the fears they are facing.

Secondary Message:

Plague is entering Wasatch County which puts an additional 23, 530 people at risk There is unnecessary panic and fear among the citizens of Utah. Plague has been recorded in all months of the year, though it is higher in warmer

months.

CDC says this is because at this time rodents and fleas are more active and peopleare more likely to be outdoors.

In recent years there is an average of 7 human plague cases reported each year inthe US (ranging between 1-17).


According to Health Information Brought To Life, there are three ways that theplague can be transmitted. One is being bitten from an infected flea or animals.Two, having direct contact with infected body tissue or bodily fluids. And three,inhaling infected water droplets.

Most people do not know how to prevent plague, report it, or how to react to itonce identified which is contributing to the fear.

We need your expertise to help our citizens during this time of crisis and fear. Utahs health officer has confirmed there is a plague in rodents in 20 of the states

counties. There has also been one case of human infection confirmed. Most of the counties that are infected are rural, but it is starting to show up in

counties along the Wasatch Front.

The risk of human infection is very minimal.Strategy one: Host a several workshops where local health care workers can go toreceive information about how to better serve people at this time for the plague.


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Tactics:

Send out an email to all health care workers informing them about the localworkshops in their area.

Hang up flyers about the workshops at locations they work to inform them. Each worker will get a packet of information they need to know (antibiotics

information/symptoms/risks/preventions). Have Dr. Hyrum Jones speak at each of the 5 workshops about how this is not

anything to create panic over, but that health care workers especially shouldbe prepared and educated in order to help.

Give each worker 10 pass along cards with a few facts and contactinformation and assign them to hand them out to friends/neighbors.

Event registration web site where health care workers can visit to get moreinformation later such as access to an online informational packet, links toinformation websites.

College StudentsThere are dozens of colleges and universities throughout Utah. College age

students typically range from 18-25 in Utah. According to Higher Education in Utah,students who receive a higher education (college or university or technical school) aremore likely to earn a sufficient income and have health insurance. They are less likely toneed public aid or ever be incarcerated. They are very likely to vote compared to nationallevels. They are also likely to volunteer and be civically engaged (higheredutah.org).College age students will be somewhat aware of the situation and would be passionatesupporters once informed. They are influenced by family, professors, peers, studentgovernment leaders, and celebrities. Their self interests include getting a good education,making friends, building a resume, finding job opportunities, and social interaction. They

can be reached through social media channels, personal contact of professors and peers,and through their opinion leaders.

Primary Message:You are at in age that is at risk to be a victim of plague; you have to educate

yourself as to the risks, symptoms, and ways to prevent it, however it is rare and there isno need for panic.

Secondary Message:

Plague occurs in people of all ages, but 50 percent of recorded cases haveoccurred in people aged 12-45.

Those who spend a lot of time outdoors or in wilderness area are even more proneto the disease. In recent years there is an average of 7 human plague cases reported each year in

the US (ranging between 1-17). Thus it is rare, and there is no need for panic, butprevention and education are key.

According to Health Information Brought To Life, there are three ways that theplague can be transmitted. One is being bitten from an infected flea or animals.


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Two, having direct contact with infected body tissue or bodily fluids. And three,inhaling infected water droplets.

We need your expertise in social media to spread the word to peers about waysthey can identify symptoms, treat it and prevent it.

You are the future generation of leaders and now is a time that we need your helpspreading our message.

Strategy one: Use social media to send a message that there is no need for panic, butbeing educated and prepared is key to staying healthy.

Tactics:

Create a USDH Facebook page with links to CDC (one link for symptoms, onelink for preventions, one link for risks, one link of how to treat it).

Get in touch with Utah colleges and have them put a link to our Facebook page ontheir websites.

Create YouTube posts featuring Dr. Hyrum Jones giving information.Strategy two: Create a social media competition using YouTube. The student who makesthe best video (can be a song/dance/skit) using the information in Dr. Hyrum Jonessvideo and submits it is entered into a lottery for an Ipad mini.

Tactics:

Have signs promoting the competition in Utah college local unions (such as theWilkinson Center for BYU).

Put links to the submission link on our Facebook page. Once the competition is over (within 2 weeks of campaign launch) have the top

three most entertaining and informational videos play on the Facebook page.

Have Dr. Jones personally deliver the Ipad mini to the winner. Take pictures of the delivery of Jones and put in on the Facebook page. Get in touch with the local broadcasting station at the schools (for example

channel 11 at BYU) and suggest that they air the winning video to show thewinner from their school.

Strategy three: Get in touch with each schools health related clubs and send thempackets of information that they can hand out to members.

Give out the informational fact sheet to every attender. Create an email group for whoever would want more information online. Provide an informational packet about how college students specifically are risk

(age wise) and how they can keep their animals from being more vulnerable tofleabites.


Give each worker 10 pass along cards with a few facts and contact informationand assign them to hand them out to friends/roommates.


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Strategy four: Raise awareness by doing a 5k through personal contact for each of themajor universities where students could be social and also become more educated on theplague.

Tactics:

Provide a fact sheet of the risks/preventions/symptoms.

Have local media cover the event. Have a sign up sheet for students to put their emails if they want more

information online.

Have a sign up sheet for phone numbers if students want a weekly text with a tipof how to prevent plague.

Give out free t-shirts to the first 50 people that show up (to each of the 10 events). Have local radio stations broadcast live from the event. Have sign up sheet for students who are majoring in health to come give volunteer

hours at local USDH to build their resume and get more information about plague.

Local Government LeadersIn Utah an overwhelming majority of elected government officials are considered

Conservative. The most recent (2012) governor, State Senate Majority and State HouseMajority Leaders, Attorney General, and Senators are all affiliated with the RepublicanParty. Also, the majority of Utah politicians is made up by White males. Women arestarting to be more equally represented. About 80 percent of Utahs Legislature holdsmembership in The Church of Jesus Christ of Latter-day Saints, while they account forabout 60 percent of the population. This public will be motivated by having a smallgovernment, having legislation on smaller state levels, having the people guide the

government, and somewhat wanting to keep the status quo so long as it is the commongood. They will likely oppose more gun control, will be pro-life, believe in moreeducation, want to lower taxes to benefit the overall economy, have less governmentprograms but more community involvement, and will value a strong government. Theycan be reached by personal contact, opinion leaders, social media, media, family, andother political leaders. We can count on government leaders to support this project. Theyview USDH as a credible and valuable resource. They are influenced by peers, othercommunity leaders, other political leaders, family, and employees. Government leadershave a passion for the community and an altruistic attitude toward their health. They aremotivated by personal success, and a positive relationship with constituents.

Primary Message:Utah citizens are currently fear stricken with the news that 20 counties have

confirmed to have plague in rodent. We need your help as leaders of the State to send themessage to people that there is no need for panic, and that they must educate themselvesat to the risks, preventions and treatments.

Secondary Messages:


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Utahs health officer has confirmed there is a plague in rodents in 20 of the statescounties.

There has also been one case of human infection confirmed. Most of the counties that are infected are rural, but it is starting to show up in

counties along the Wasatch Front.

The risk of human infection is very minimal. The word plague has aroused extreme fear and hysteria amongst the Utah

citizens.

Through the credibility and authority that local government has we think it is akey element to allowing our citizens to feel more safe and less hysterical.

Strategy one: Raise awareness of the issue through personal contact.

Tactics:

Send out personalized emails to each politician informing them of the situationand that we need their cooperation to calm and educated the citizens.

Provide an informational packet about how this age group is at risk and how theycan keep themselves protected.


Give out the informational fact sheet at their workplaces.Strategy two: Create events at local town halls where local citizens could ask questions totheir local government leaders to hopefully calm the hysteria.

Tactics:

The selected politicians would be prepped for questions and would be informed toanswer in a lighthearted manner to allow people peace of mind.

Local broadcast media would cover the event. Invite local journalists to cover the story.

Strategy three: Have the local politician minimize fear by humanizing those who areinfected.

Tactics:

Have the local government leader personally deliver a certificate of bravery tothose who are infected.

Have the local media cover it. Get sound bites to send out with the person giving personal advice and tips. Send pictures to media.

School Administrators/ Teachers


17/31

There are currently 41 public school districts in the state.In these districts thereare 25,615 public school teachers. These teachers reach the 71,586 public school studentsin Utah along with the 19,377 of private school students (Teachingabout.com). They havea lot of authority and ability to reach masses of kids and educate them on the matter. Theaverage schoolteacher in Utah makes about $42,586. The current relationship between

this public and the client is positive. They would be willing to learn for their altruisticattitude toward student health. It is part of their job to educate students not only onacademic matters, but also real world matter such as health crises. Teachers can beinfluenced by their spouses, peers, students, employees, parents, PTA members, donors,and local political leaders. Their self-interests include maintaining a healthy and safefamily, ensuring safety and education of children, job security.

Primary Message:Because you have valuable face-to-face time daily with impressionable children,

it is imperative that you teach them healthy living and how to avoid this spreadingdisease, especially since they are in an at risk group and see you as an opinion leader.

Secondary Messages:

Children are one of the highest risk groups because they play outside, with littleability to distinguish what is sanitary and what is not. They are likely to play inoutdoor areas with infected fleas, and play with infected animals.

In recent years there is an average of 7 human plague cases reported each year inthe US (ranging between 1-17), therefore there is no need for panic, justpreparedness.

Your participation in this effort can help lead to avoiding your child being avictim of plague.

There are ways to avoid plague given by the CDC such as not to pick up or touchdead animals. It advises reporting any observations of dead or sick animals to thelocal health department or law enforcement. CDC also advises to making yourhome rodent-proof. This can be done by removing food sources, places rodentscan nest, and recreational areas. These would include brush, rock piles, firewood,pet food, and built up junk. It advises using insect repellent when anticipatingbeing exposed to fleas and to wear gloves when handling animals. It is alsoadvised to treat pets if one lives in an area where rodent plague is occurring, andnot to let animals roam freely.

There are antibiotics available for those infected with plague. The sooner that apatient seeks medical attention, the better their chance is of recovering fully. Theplague is a very serious illness and is to be taken seriously.

Currently there is not a plague vaccine available in the United States. New onesare in development, but are not expected for immediate future release. It is necessary to treat yourself or your child as soon as detected. If untreated, the

mortality rate is 50 to 90 percent. If plague is treated the mortality rate is typicallycloser to 15 percent (rightdiagnosis.com)



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Children are more at risks in summer months because they are more prone to playoutside.

It is crucial that teachers educate students on this matter if parents are not able todo so.

Teachers are seen as role models and opinion leaders for many students and havethe ability to calm unnecessary fear that might be stemming from the home.

Strategy one: Raise awareness amongst teachers by giving them information throughusing their workplace.

Tactics:

Give out informational packets with necessary information into every teacher box. Have flyers informing teachers of the situation. Give teachers a prepared memo to give to every student in the classroom

informing the students about risks/prevention/and treatments.

Give teachers links to more information online. Create an email list sign up sheet to put in teachers lounge if they want to receive

additional information.

Strategy two: Create awareness in the classroom setting by doing a poster contest forschool aged children between kindergarten and fifth grade.

Tactics:

Give teachers a list of the requirements that must be involved on the studentsposters.

Have the teachers inform the students of the health risks and then help theirstudents create artwork portraying the safety tips on a poster.

The winner will receive a pizza party for their class.Local Church Leaders

Members of The Church of Jesus Christ of Latter-day Saints represent 66 percentof the Utahspopulation, 16 percent is unaffiliated, 10 percent is Catholic (City Data).Utah is one of the nations most religious states. It is dominantly LDS, but other religionssuch as Methodist, Episcopalian and Baptist do make up about 10 percent of the state.Many people look to their local church leaders, whether it is a bishop, priest, of rabbi forwords of comfort and advice. We think they will play an imperative roll in minimizing

the unnecessary hysteria that is occurring. They also can make announcements to mass ofpeople if the plague does reach certain amount. We can count on church leaders tosupport this project. They view USDH as a credible and valuable resource. They wouldbe influenced by church members, spouses, family, and political leaders. Their self-interests include altruistic attitude toward the issue, social good, status amongst theircongregation and peers, family, doing positive works. They can be reached by personalcontact, peers, and opinion leaders.


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Primary Message:As a respected and credible source of authority, please commit to helping your

congregations understand that there is no reason for panic, and that resources areavailable for the prevention and cure of the disease if necessary.

Secondary Messages: In recent years there is an average of 7 human plague cases reported each year in

the US (ranging between 1-17). Thus it is rare, and there is no need for panic, butprevention and education are key

Plague occurs in people of all ages, but 50 percent of recorded cases haveoccurred in people aged 12-45.

Those who spend a lot of time outdoors or in wilderness area are even more proneto the disease.

We need you to use your authority to convince parents to take necessary measureto protect their families and themselves.

Strategy one: Raise awareness of the risks/symptoms/preventions amongst local churchleaders to motivate them to make personal contact with their members.

Tactics:

Send a thirty second prepared speech for church leaders to give to theirmembers, which will inform them.

Pass out pass-along cards at local churches with information on the plague andcontacts.

Send personal emails to leaders of Utah churches informing them of theinformation they need, and the necessity of informing local members that there isno need for panic, but prevention is key.

CALENDAR

Key Public Parents March

1 2 3 4

April

1 2 3 4


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Strategy:Encourage parent-to-parentcommunication by creatinga parent safety board for

Tactics: Send out emails to encourage parentsto attend.

Create playgroups for children thatencourage parents to meet up anddiscuss the important health issues.

X---X

X------------------ -----------------X

Strategy: Increaseawareness of parentsthrough educationalopportunities.

Tactics:

Key Public

A fact sheet of how to avoid theplague, how to treat it, symptoms,and risks that will be mailed homefor parents to read.

Have to school administrators sendout an email

Have the local media do a story onhow to avoid plague and what

precautions can be taken.

Pet Owners

X

X

X

March1 2 3 4

April1 2 3 4

Strategy: Allow educationalopportunities for petowners to be given out atlocal pet stores/pet goodstores/pounds

Tactics: Informational fact sheets

Information to the CDC website

An e-mail list

A schedule of the pet playgrouptimes

Pass-along cards

X-------------------

X-----------------X

X----------------X

X-----------------X

X----------------------

--------------------X

----------------X

Strategy: Create free petplaygroups at local parkswhere one of the USDH


21/31

workers who is an experton the topic will come andgive an information speechand hand out information.

Tactics: Give out the informational fact sheetto every attender.

Use the email list to invite everyonethat signed up to the free local park

pet play groups.

Provide an informational packetabout how pet owners specifically

put themselves at more risk and howthey can keep their animals from

being more vulnerable to fleabites.

The USDH worker would also assurethe attenders that there is no need for

panic and the environment would belight and playful.

X-------------------

X-----------------X

X----------------------

X----------------------

------------X

------------X

------------X

Use social media toincrease the awareness of

pet owners about the risks,the symptoms and the

prevention behaviors.

Tactics: Create a USDH Facebook page withlinks to CDC

Create a sign up sheet where petowners can put their numbers and geta weekly text of tips and hints.

Create a Foursquare account wherepet owners can check into the localplaygroups to advertise it to theirfriends.

Get in touch with local pet stores andhave them put a link to our Facebook

page on their websites.

X-------------------

X-----------------X

X------------------

X----------------------

------------X

------------X

------------X

Key Public Health Care Workers March1 2 3 4

April1 2 3 4

Strategy:Host several workshopswhere local health careworkers can go to receiveinformation about how to

better serve people at thistime for the plague

Tactics: Send out email

Hang up flyer announcing the

X

X------X


22/31

workshop

Give out packet at workshop

Dr. Jones presentation

10 Pass Along Cards

Event Registration

X

X

X

X

Key Public College Students March1 2 3 4

April

1 2 3 4

Strategy: Use social mediato send a message that thereis no need for panic, but

being educated andprepared is key to stayinghealthy.

Tactics: Create a USDH Facebook page withlinks to CDC (one link forsymptoms, one link for preventions,

one link for risks, one link of how totreat it).

Get in touch with Utah colleges andhave them put a link to our Facebook

page on their websites.

Create YouTube posts featuring Dr.Hyrum Jones giving information.

X-------------------

X-------------------

X------------------

------------X

-----------X

------------X

Strategy: YoutubeCompetition for Ipad Mini

Tactics: Have signs promoting thecompetition in Utah college localunions (such as the Wilkinson Centerfor BYU).

Put links to the submission link onour Facebook page.

Once the competition is over (within2 weeks of campaign launch) havethe top three most entertaining andinformational videos play on theFacebook page.

Have Dr. Jones personally deliver theIpad mini to the winner.

Take pictures of the delivery of Jones

X-------------------

X-----------------X

X---------

------------X

------------X

X


23/31

and put in on the Facebook page.

Get in touch with the localbroadcasting station at the schools(for example channel 11 at BYU) andsuggest that they air the winningvideo to show the winner from their

school.

X

X

Strategy: Use schoolshealth related clubs andsend them packets ofinformation that they canhand out to members.

Tactics: Give out the informational fact sheetto every attender.

Create an email group for whoeverwould want more information online.

Provide an informational packetabout how college students

specifically are risk (age wise) andhow they can keep their animals from

being more vulnerable to fleabites.

The packet would also include a listof symptoms, and places to receiveantibiotics.

Give each worker 10 pass alongcards with a few facts and contactinformation and assign them to handthem out to friends/roommates.

X-------------------

X-----------------X

X------------------

X----------------------

X

------------X

------------X

------------X

Strategy: Raise awarenessby doing a 5k

Tactics: Provide a fact sheet of therisks/preventions/symptoms.

Have local media cover the event.

Have a sign up sheet for students toput their emails if they want moreinformation online.

Have a sign up sheet for phonenumbers if students want a weeklytext with a tip of how to prevent

plague.

Give out free t-shirts to the first 50people that show up (to each of the10 events).

Have local radio stations broadcastlive from the event.

Have sign up sheet for students whoare majoring in health to come give

X-------------------

X

X

X

X

X

-----------X


24/31

volunteer hours at local USDH tobuild their resume and get moreinformation about plague.

X

Key Public Local Government Leaders March1 2 3 4

April

1 2 3 4

Strategy: Raise awarenessof the issue through

personal contact.

Tactic: Send out personalized emails to eachpolitician

Provide an informational packet

Give out the informational fact sheetat their workplaces.

X

X

X

Strategy: Create events at

local town halls where localcitizens could ask questionsto their local governmentleaders to hopefully calmthe hysteria.

Tactic: The selected politicians would beprepped for questions

Local broadcast media would coverthe event.

Invite local journalists to cover thestory.

X

X

X

Strategy: Have the localpolitician minimize fear byhumanizing those who areinfected.

Tactics: Have the local government leaderpersonally deliver a certificate ofbravery to those who are infected.

Have the local media cover it.

Get sound bites to send out with theperson giving personal advice andtips.

Send pictures to media.

X

X

X

X

Key Public School Admin/Teachers March1 2 3 4

April

1 2 3 4


25/31

Strategy: Raise awarenessamongst teachers by givingthem information throughusing their workplace.

Tactics: Give out informational packets withnecessary information into everyteacher box.

Have flyers informing teachers of thesituation.

Give teachers a prepared memo togive to every student in theclassroom informing the studentsabout risks/prevention/andtreatments.

Give teachers links to moreinformation online.

Create an email list sign up sheet toput in teachers lounge if they want to

receive \additional information.

X

X-----------------X

X

X

X

Strategy:Create awareness in theclassroom setting by doinga poster contest for schoolaged children betweenkindergarten and fifthgrade.

Tactics: Give teachers a list of therequirements that must be involvedon the students posters.

Have the teachers inform the studentsof the health risks and then help theirstudents create artwork portrayingthe safety tips on a poster.

The winner will receive a pizza partyfor their class.

X

X

X

Key Public Local Church Leaders March1 2 3 4

April

1 2 3 4

Strategy: Raise awarenessof therisks/symptoms/preventionsamongst local churchleaders to motivate them tomake personal contact withtheir members.

Tactics: Send a thirty second preparedspeech for church leaders to give to

their members, which will inform

X


26/31

them.

Pass out pass-along cards at localchurches

Send personal emails to leaders ofUtah churches

X

X

Key Public Parents Detail Per ItemCost

TotalProjected

SponsoredCredit

ActProj

Strategy:Encourage parent-to-parentcommunication by creating a parentsafety board for

Tactics: Send out emails to encourage parentsto attend.

Create playgroups for children thatencourage parents to meet up anddiscuss the important health issues.

No Cost

At localplayground- nocost

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.0

$0.0

Strategy: Increase awareness ofparents through educationalopportunities.

Tactics: A fact sheet of how to avoid theplague, how to treat it, symptoms,and risks that will be taken home for

parents to read.

Have to school administrators sendout an email

Have the local media do a story onhow to avoid plague and what

precautions can be taken.

72,000 X $.02

$0.00

$0.00

$.02

$0.00

$0.00

$1,440

$0.00

$0.00

$0.00

$0.00

$0.00

$1,4

$0.0

$0.0


27/31

PUBLIC SUBTOTAL: 72,000 X $.02 $.02 $0.00 $0.00 $1,4

Key Public Pet Owners Detail Per Item

Cost

Total

Projected

Sponsored

Credit

Act

Proj

Strategy: Allow educationalopportunities for pet owners to begiven out at local pet stores/pet goodstores/pounds

Tactics: Give out informational fact sheets at

An e-mail list

Schedule of the pet playgroup

Pass-along card.

4000 X $.02

$0.00

$0.00

4000 @$.03

$.02

$0.00

$0.00

$.03

$80

$0.00

$0.00

$120

$0.00

$0.00

$0.00

$0.00

$80

$0.0

$0.0

$12

Strategy: Create free pet playgroupsat local parks where one of theUSDH workers who is an expert onthe topic will come

Tactics: Give out the informational fact sheetto

Invite everyone that signed up to thefree local park pet playgroups.


1000 X $.02

$0.0

500 X $.50

$.02

$0.00

$.50

$20

$0.00

$250.00

$0.00

$0.00

$0.00

$20

$0.0

$25

Public Subtotal $47

Key Public College Students Detail Per ItemCost

TotalProjected

SponsoredCredit

ActProj

Strategy: Use social media to send a

message that there is no need forpanic, but being educated andprepared is key to staying healthy.

Tactics: Create a USDH Facebook page

Links from college homepages

YouTube posts featuring Dr. HyrumJones

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.0

$0.0


28/31

$0.00 $0.00 $0.00 $0.00 $0.0

Strategy: Create a social mediacompetition using YouTube

Tactics: Signs promoting the competition

Put links to the submission link onour Facebook page.

Have the top three videos play on theFacebook page.

Have Dr. Jones personally deliver theIpad mini to the winner.

Ipad Mini

1000 X .02

$0.00

$0.00

Max $30 in gas

$330.00 X1

$0.02

$0.00

$0.00

$30

$330.00

$20

$0.00

$0.00

$30.00

$330.00

$0.00

$0.00

$0.00

$0.00

$0.00

$20

$0.0

$0.0

$30

$33

Strategy:Raise awareness by doing a 5k

Tactics: Provide a fact sheet of therisks/preventions/symptoms.

Have local media cover the event.

Email/number sign up sheet

Give out free t-shirts to the first 50people that show up (to each of the 10events).

Have local radio stations broadcastlive from the event.

Volunteer sheet

1000 X .02

$0.00

$0.00

$3x50X10

$0.00

$0.00

$.02

$0.00

$0.00

$3

$0.00

$0.00

$20

$0.00

$0.00

$1,500

$0.00

$0.00

$0.00

$0.00

$0.00

$500

$0.00

$0.00

$20

$0.0

$0.0

$10

$0.0

$0.0

Subtotal for public $1,4

Key Public Local Government Leaders Detail Per ItemCost

TotalProjected

SponsoredCredit

ActProj

Strategy: Raise awareness of theissue through personal contact.


29/31

Tactics: Send out personalized emails


Give out the informational fact sheetat their workplaces.

$0.00

200 X .50

200 X .02

$0.00

$.50

$.02

$0.00

$100

$4

$0.00

$0.00

$0.00

$0.0

$10

$4

Strategy:Have the local politician minimizefear by humanizing those who areinfected.

Tactics: Have the local government leaderpersonally deliver a certificate ofbravery to those who are infected.

Have the local media cover it.

Sound bite/Pictures to media

Max $30 gas

$0.00

$0.00

$30.00

$0.00

$0.00

$30.00

$0.00

$0.00

$0.00

$0.00

$0.00

$30

$0.0

$0.0

Subtotal for this public $13

Key Public School Admin/Teachers Detail Per ItemCost

TotalProjected

SponsoredCredit

ActProj

Strategy: Poster contest for schoolaged children between kindergartenand fifth grade.

Tactics: Give teachers a list of therequirements that must be involvedon the students posters.

The winner will receive a pizza partyfor their class.

25,615 X .02

10 Pizzas @ $9each

$.02

$9

$512.30

$90

$0.00

$0.00

$51

$90

Subtotal for public $60

Key Public Local church leaders Detail Per ItemCost

TotalProjected

SponsoredCredit

ActProj

Strategy:Raise awareness of therisks/symptoms/preventions amongstlocal church leaders to motivatethem to make personal contact withtheir members.

Tactics: Send a thirty second prepared

suggested speech

Pass out pass-along cards

Send personal emails to leaders ofUtah churches

$0.00

10,000 x .04

$0.00

$0.04

$0.00

$400.00

$0.00

$0.00

$0.0

$40

Subtotal for public $40


30/31

EVALUATION CRITERIA AND TOOLS

Objective 1:Criteria: Increase Utah citizens awareness about risks of plague in one month to40 percent and 60 percent in two months.Tool: Take a survey of Utah citizens to find out how aware they are about plaguein Utah.

Objective 2:Criteria: Increase Utah citizens ability to identify symptoms in one month to 40percent and 60 percent in two months.Tool: Look at records of health centers to see how many people came insuspecting they had symptoms.

Objective 3:Criteria: Increase motivation in prevention behavior in one month to 30 percentand 50 percent in two months.Tool: Record the number of cases and see if it has stayed at one person or

increased.

Objective 4:Criteria: Decrease citizens fear and hysteria by 30% within two months and 50%within two months by education about the rarity of human plague.Tool: Survey people about their fear level of the plague in Utah

Work Cited:

http://plague.emedtv.com/plague/plague-transmission.html

WWW.CDC.gov

http://www.rightdiagnosis.com/p/plague/stats.htm

http://health.utah.gov/index.html

CAMPAIGN TOTAL $4,4
http://plague.emedtv.com/plague/plague-transmission.htmlhttp://health.utah.gov/index.htmlhttp://health.utah.gov/index.htmlhttp://plague.emedtv.com/plague/plague-transmission.html


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http://www.infoplease.com/us/census/data/utah/social.html

http://www.humanesociety.org/issues/pet_overpopulation/facts/pet_ownership_statistics.html

http://www.higheredutah.org/about/strategic-priorities/

http://teaching.about.com/od/ProfilesInEducation/a/Utah-Education.htm
http://www.infoplease.com/us/census/data/utah/social.htmlhttp://www.humanesociety.org/issues/pet_overpopulation/facts/pet_ownership_statistics.htmlhttp://www.humanesociety.org/issues/pet_overpopulation/facts/pet_ownership_statistics.htmlhttp://www.higheredutah.org/about/strategic-priorities/http://teaching.about.com/od/ProfilesInEducation/a/Utah-Education.htmhttp://teaching.about.com/od/ProfilesInEducation/a/Utah-Education.htmhttp://www.higheredutah.org/about/strategic-priorities/http://www.humanesociety.org/issues/pet_overpopulation/facts/pet_ownership_statistics.htmlhttp://www.humanesociety.org/issues/pet_overpopulation/facts/pet_ownership_statistics.htmlhttp://www.infoplease.com/us/census/data/utah/social.html

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