Update on

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• Update on
• Health Communications Campaigns
• Teresa J. Brady, PhD
• CDC Arthritis Program

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Current Health Communications Campaigns

• Physical Activity. The Arthritis Pain Reliever.

• Buenos Dias, Artritis.

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Presentation Overview

• Buenos Dias, Artritis
• Updates on
• Implementation guidance
• Controlled evaluation results
• Physical Activity. The Arthritis Pain Reliever
• Update on campaign revision

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Buenos Dias, Artritis

• Target Audience
• Spanish -speaking adults with arthritis of
  Hispanic origin
• Ages 45-70, with lower SES levels
• Released 2006
• Controlled evaluation conducted in 2008
• Campaign expires 2011

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Buenos Dias, Artritis

• Campaign Materials
• Radio spots
• Outdoor advertising
• Print ads
• Brochure and holder
• All in Spanish
• Select print ads in English
• Color and B/W
• Localizable and Non-localizable

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Buenos Dias, ArtritisCampaign Materials

• Graphics
• Couple walking outdoors
• Couple walking indoors (mall)
• Man walking dog
• Three women walking

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Implementation Guidance

• Convened communications experts to provide
  implementation guidance
• Critical factor is exposuresthe more the better
• Use of multiple channels fosters better exposure
• Longer campaign length fosters better exposures

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Implementation Guidance

• Use at least one channel/media from each category
• Environmental
• Billboards/Outdoor ads/Radio
• Total exposures at least 3 x population size
• Pickup
• Brochures in community locations (mandatory)
• Flyers/bookmarks at library
• Direct to home/hand
• Bill stuffers, bulletins, direct mail,
  newsletters
• Total distribution of pick-up and direct to home
  at least 1/3 size of population

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Implementation Guidance

• Longer is better
• Run radio ads in flights to reduce costs
• Run ads for 2 weeks, rest for 2 weeks, run ads
  again for 2 weeks

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Buenos DiasControlled Evaluation

• Controlled Study Design
• 4 Experimental markets
• South Valley NM
• Aurora/Waukegan IL
• Orlando FL
• East Los Angeles CA
• Collected data by telephone survey
• Baseline (April 2008)
• 1 month follow-up (July 2008
• 6 month follow-up (November 2008)

• 2 Control markets
• Brownsville TX
• Las Vegas NV

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Campaign Tactics by Site
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Community Placement by Site
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Evaluation Respondents (Baseline)

• Age
• 36 45-54
• 41 55-64
• 23 65-75
• Ancestry
• 68 Mexican
• 12 Puerto Rico
• 4 Cuban
• 17 Other

• 75 Female
• Education
• 69 less than HS grad
• 19 HS grad
• 6 some college
• 6college/technical grad
• Income
• All below 40,000

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Preliminary 6 Mo. Results

• Campaign Objectives
• for arthritis management, increase
• Beliefs
• Importance of physical activity
• Knowledge
• Benefits of physical activity
• Confidence in ability to do PA
• Behaviortrying physical activity

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Preliminary 6 Mo. Results

• Beliefs No significant changes
• Started moderate/high and unchanged
• Important to exercise regularly (T187)
• Could do more exercise than I currently am
  (T173)
• Easy to do regular exercise (T168)
• Know how to exercise without aggravating
  arthritis (T167)

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Preliminary 6 Mo. Results

• KnowledgeNo significant changes
• 3 very high at baseline
• 10 minute increments helpful-92 at Time 1 (T1)
• Should be done 3 days/wk (T192)
• Moderate exercise help beat arthritis (T184)
• Sign ? T3, also in controls
• 2 had room to change but did not
• Possible to reduce pain without meds (T150)
• Ex. that causes pain should be stopped (T173)

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Preliminary 6 Mo. Results

• Confidence Significant change at 6
  months (T3)
• Can reduce joint pain by exercise
• T176-- T382
• Started high and unchanged
• Confident in ability to exercise (T180)

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Preliminary 6 Mo. Results

• Behavior --Significant change at 6 mo.
• Exercise for at least 10 minutes
• T1 72 --T386 yes
• Do 10 min/time 3 days/wk
• T176 T381

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Preliminary 6 Mo. Results

• Un-aided Awareness of Sponsors --significantly
  increased at 1 month follow-up (T2) ns at T3
• Sponsors
• AF (T15 T214)
• HSS (T13 T211)
• CDC (T11 T25)
• Non sponsors also increased
• NIH (T11 T25)
• SHD did not significantly increase
• (T15 T26)

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Preliminary 6 Mo. Results

• Message recognition not significant
• High at T1 unchanged
• Seen, hear, read info on how to beat arthritis
  through exercise (T181)

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Preliminary 6 Mo. Results

• Tagline Recognition Significant ?T3
• Good morning arthritis (T127 T343)
• But others increased as well
• Take Control. We can help (?48 to 61)
• Take for pain, take for life (?41to 54)
• More life, less limits (?41-54)
• When arthritis is your enemy (?49 to 67)

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Preliminary 6 Mo. Results

• Summary
• No significant increases in beliefs or knowledge
• Significant increases in confidence and physical
  activity at 6 month follow up
• Significant increases in sponsor recognition at 1
  month follow up but gone at 6 months
• Questionable increase in tag-line recognition at
  6 mo.

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Implementation Guidance

• Based on Evaluation data
• Approximately 80 listen to radio
• 70 weekday mornings
• 30weekday afternoons
• 18 weekday evenings
• 23 weekends
• Many dont read Spanish newspaper
• 60 dont read
• 8 read every day

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Implementation Guidance

• Based on Evaluation data
• In the past month
• 75 gone to pharmacy
• 65 gone to Dr. office or clinic
• 18 gone to community center
• 15 use internet at work or home

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Presentation Overview

• Buenos Dias, Artritis
• Updates on
• Implementation Guidance
• Controlled evaluation results
• Physical Activity. The Arthritis Pain Reliever
• Update on campaign revision

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Physical Activity. The Arthritis Pain Reliever

• Target Audience
• Caucasian and African American Adults ages 45-70,
  with lower SES levels
• Released 2003
• Controlled evaluation, 2004
• Radio spots refreshed 2006
• Current radio spots expire
• March 2010

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Creating a New Physical Activity Campaign

• Need to move from awareness to action
• Expanded target audience
• Income up to 75,000
• Education through some college
• Ages 40-70
• African Americans and Caucasians
• Some or many activity limitations
• Believe exercise might help

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New Formative Research

• Broad concept testing
• 16 focus groups--Spring 2007
• Refined concept testing
• 8 focus groups--Spring 2008
• Honing the message
• 32 in-depth interviews--Fall 2008
• Testing PA guideline message
• 27 interviews--Winter 2009
• Execution Testing
• 32 interviews--Summer 2009

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Formative Research

• 4 conceptual themes tested
• I believe PA will help
• Im in charge of my own health
• I can overcome barriers
• Im an exerciser

• Taglines tested
• Physical Activity. The Proven Pain Reliever.
• My Body, My Arthritis, My solution.
• Exercise your ability to reduce arthritis pain.
• Dont sit still for arthritis pain.

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Selected Findings

• Continue to prefer term physical activity
• But getting your heart rate up a bitthats
  exercise
• its more than just staying busy breaks through
  the Im active busy all the time
• Like exercise they can do on their own schedule,
  with no special equipment

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Selected Findings

• Things we expected, but did NOT hear
• Boomer mentality of aggressively fighting against
  aging
• The exercise buddy
• its up to me to motivate self
• Co-morbidity rarely mentioned

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Selected Findings Important message elements

• 10 minute increments
• I can do that
• Start to feel better 4-6 weeks
• that not so long
• Studies show adds credibility
• Improve your mood
• I could use that
• Not helpful Do what you can do
• Arthritis in headline grabs attention

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Selected Findings Re HHS Physical Activity
Guidelines

• 78 preferred 30 minutes 5 days/wk
• Time frame fits schedule
• 30 min easier to do pass more quickly
• Specifics eliminates need to calculations
• Not like 2.5 hours, or 150 minutes/week
• Too large, unattainable
• Too much calculation required
• 38 men liked 2.5 hours
• Weekend warriors

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Selected Findings Graphics Considerations

• In general, activity more important than race or
  gender
• AA women want to see AA women
• Some discount if too old, too young
• Want to see them in action
• Looking happy, enjoying it
• Pleasant surroundings, that they can see self in

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Campaign Materials

• Similar to existing campaign
• Radio spots
• Print ads/Flyers
• Brochure
• Bill stuffer
• Bookmark
• New for this campaign
• Billboard
• Bus shelter placard

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Billboards
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Bus Shelter Placards
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Sample Bill Stuffers (4 Total)
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Bookmarks
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Revised Physical Activity. The Arthritis Pain
Reliever

• Next Steps
• Tweak executions
• Prepare How-to guide
• Pilot-testing (Fall 2009)
• Revise materials if necessary
• New campaign release (Spring 2009)

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Questions about the Health Communications
Campaigns?
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Contact Information

• Teresa J. Brady, PhD
• Senior Behavioral Scientist
• Arthritis Program
• Centers for Disease Control and Prevention
• 4770 Buford Hwy NE MD K-51
• Atlanta GA 30345
• 770-488-5856
• tob9_at_cdc.gov