updates on cdc’s national viral hepatitis campaigns · •infographic print •posters...
TRANSCRIPT
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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
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National Education Campaigns
Goal 1.2 Decrease health
disparities by educating
communities about the benefits
of viral hepatitis prevention,
care, and treatment.
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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 ObjectivesPrimary 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
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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 ObjectivesPrimary 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 Millionin 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 or 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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THANK YOU
For more Information on the Know Hepatitis B campaign
Contact Sherry Chen at [email protected]
For more Information on the Know More Hepatitis campaign
Contact Amanda Carnes at [email protected]