Charlene Melcher, PhD¹, Elisa Gladstone, MPH², Purnima Chawla, PhD¹, and Tom Hostetter, MD². (1) Equals Three Communications, Inc., 7910 Woodmont Avenue, Suite 200, Bethesda, MD 20814, 301 272 2462, cmelcher@equals3.com, (2) National Kidney Disease Education Program, 6707 Democracy Boulevard, Bethesda, MD 20892

Background: African Americans (AA) bear a disproportionate burden of end stage renal disease (ESRD). Thus, AA adults are the target audience of a public health campaign by the National Kidney Disease Education Program (NKDEP) to reduce chronic kidney disease (CKD). Reported here are findings and lessons learned from research conducted to develop culturally appropriate messages and materials for use by NKDEP. Methodology: 12 focus groups were held in Spring 2002 with AA adults at risk for CKD, ESRD patients and family members of ESRD patients. In Fall 2003, six additional focus groups were held with ESRD patients and at-risk AA. In all, 146 AA participated. Results: Causes, symptoms and treatments of CKD were poorly understood by most participants including those with ESRD. Most participants named physicians as important sources of health information and reacted favorably to materials using a AA physician spokesperson. Materials depicting family members evoked favorable reactions but not strong CKD awareness. Respondents tended to prefer direct messages. ESRD patients and their family members lacked awareness that kidney disease runs in families but ESRD patients tended to be very interested in providing CKD information to their family members. Mention of the factors placing a person at risk for CKD tended to attract their attention. Conclusions: The findings suggest that effective messages targeting AAs a) feature AA physicians as disease prevention spokespersons; b) stress risk factors to gain attention; and c) employ direct arguments. Depictions of family tend to attract AA attention but may not increase disease awareness.

Learning Objectives:

• List causes, symptoms and treatments of CKD understood by African-American adults
• Describe factors that may enhance the effectiveness of messages aimed at African Americans

Keywords: African American, Health Communications

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: NIDDK/NKDEP
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: The survey discussed in this abstract was conducted by the firm that employs me under government contract with NIDDK.