The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #65945

Robert Marshall, PhD¹, Colleen M. Caron, PhD¹, Mary Jo Takach, MA, APR¹, Laurie Petrone, MS, RD¹, Dawn Baxter, MBA², and Shannon Sansonetti, MA². (1) Rhode Island Department of Health, 3 Capitol Hill, Providence, RI 02908, (2) Policy Studies Inc., 675 Massachusetts Avenue, Cambridge, MA 02139

While federal, state, and local agencies are collaborating in an unprecedented effort to prepare for bioterrorism, officials need to pay equal attention to keeping the public informed about what's being done to protect the nation's health. To address the public’s information needs, the Rhode Island Department of Health (HEALTH), working with Policy Studies Inc. (PSI), implemented a bioterrorism public awareness campaign. Formative research with the general public and special populations in Rhode Island revealed: 1) residents want information about what to do and where to go if a bioterrorism emergency were to occur; 2) residents want information about what the state is doing to prepare for bioterrorism but without too much detail; and 4) residents want information in their own language delivered by people they trust. The campaign focused on providing information on HEALTH’s preparedness efforts, and promoting its position as the state authority on bioterrorism. A short direct mail piece (in English and Spanish) —sent to every household in Rhode Island—was developed. This piece contained basic information about bioterrorism, and directed the public to the state’s toll-free information line and bioterrorism webpage for more detailed information. The information was also translated into other languages and distributed to residents via appropriate community organizations. Key challenges in developing the campaign were conveying bioterrorism information to the public without causing alarm, and without being too vague.

Learning Objectives:

• 1. Identify key findings from formative research informing a bioterrorism public awareness campaign
• 2. Evaluate methods of being responsive to public information needs about bioterrorism while conveying clear, non-alarming and useful information

Keywords: Bioterrorism, Risk Communication

Presenting author's disclosure statement:
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.