The Birth Defects and Pediatric Genetics Branch at the Centers for Disease Control and Prevention launched a campaign in May 1999 to increased folic acid consumption in order to reduce the risk of neural tube birth defects (NTDs). In the year preceding the campaign, CDC, together with Westat (an evaluation contractor), conducted extensive formative research for the campaign involving:
(1) Analysis of existing data from market research and other research databases to profile the target audience groups.
(2) Sixteen focus groups with women of childbearing age to learn about their knowledge, attitudes, and behaviors relating to folic acid. Groups were segmented by pregnancy intention and vitamin/mineral use. Six groups were conducted with Hispanics (four in Spanish), an important target audience because of their elevated risk of NTDs.
(3) Seven focus groups with health care providers to obtain their perspectives on communicating the folic acid message to women and their perceptions on their own role in the process. Groups were conducted with physicians and nurses/nurse practitioners (practicing in ob/gyn, internal medicine, family practice, primary care, and pediatrics), pharmacists, and nutritionists.
(4) Two informal discussion groups with individuals affected by Spina Bifida to gain their insight into developing the campaign and ensure that messages do not harm individuals living with an NTD.
The presenters will summarize key exploratory research findings and discuss how findings were used to develop audience profiles and communication concepts for distinct target audience segments (women contemplating pregnancy, women not contemplating pregnancy, and Hispanic women).
Learning Objectives: At the conclusion of the presentation the participant will be able to: (1) discuss the role of formative research in the development of a health communication intervention; and (2) describe how formative research findings were used to define and describe target audience groups and to develop communication strategies for the National Folic Acid Campaign
Keywords: Health Communications,
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Centers for Disease Control and Prevention (funding organization for evaluation);
Westat (evaluation contractor)
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.