Asian Americans & Pacific Islanders (AAPIs). Languages: ⢠Primary. â Chinese, Korean, Vietnamese. â English. â
CDC’s National Education Campaign
Sherry Chen, MPH, CHES ORISE Fellow Division of Viral Hepatitis
Know Hepa**s B Campaign Goal: Increase tes*ng for hepa**s B Partnership: Audience: • Asian Americans & Pacific Islanders (AAPIs) Languages: • Primary – Chinese, Korean, Vietnamese – English
• Secondary – Burmese, Khmer, Lao, Hmong
Launch Event -‐ 2013
Communica*on Objec*ves Primary Objec;ve • Increase tes*ng for hepa**s B Secondary Objec;ves • Increase knowledge of key facts: – 1 in 12 AAPIs are infected – 2 of 3 people infected are unaware – OQen no symptoms – Blood test needed to determine if infected
• Educate about link to liver cancer • Decrease s*gma associated with hepa**s B
Campaign Materials Broadcast • Radio PSAs • Video PSAs Print • Fact sheets • Posters • Print ads • Risk assessment card • Localizable templates for flyers and ads Digital & Social Media • Banner ads • BuUons & badges • Infographic • E-‐cards Provider Clinical Tools http://www.cdc.gov/knowhepatitisb/
Strategic Partnership
CDC • Develops and tests materials • Seeks input from community & HBU members • Distributes campaign materials na*onally • Conducts media outreach in key Asian markets Hep B United Partners • Extend reach of the campaign into local communi*es • Provide educa*on, direct services and tes*ng • Leverage community leaders
CDC Video/TV Strategies Languages: Chinese, Korean, Vietnamese, English Distribu;on Strategy: Ø TV sta*ons in US – Donated *me
Ø Paid digital ads – CDC YouTube
Past Year Success: • Airplay: 1,590 spots • Media value generated: $357,750
Watch the new PSA
CDC Radio Strategies Languages: Mandarin, Cantonese, Korean and Vietnamese Distribu;on Strategy: Paid in select markets Past Year Success: • Airplay: 16-‐30 spots per week • Over 27 million impressions
CDC Print Strategies Languages: Chinese, Korean and Vietnamese Distribu;on: Select markets Strategy: Paid Past Year Success: • Coverage: 6-‐8 inser*ons per week • Over 4 million impressions
Media Placements in HBU Ci*es
News Media Outreach for Partners • IW Group works with local media to promote local experts and tes*ng services • CDC can provide educa*onal resources
KNOW HEPATITIS B RESOURCES
Fact Sheets for Consumers
Hepa**s Risk Assessments • 5-‐minute online version – Assess need for tes*ng and/or vaccina*on for hepa**s A, B and C
• Mul*-‐lingual paper versions – Assess need for hepa**s B tes*ng based on country of origin
Examples from the field
Flyers for Screening Events
Video and Radio PSAs
Thank You For more information: Sherry Chen, MPH, CHES
[email protected] Cynthia Jorgensen, DrPH
[email protected]