CDC's National Education Campaign

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]