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IMPROVING THE AIM OF RISK COMMUNICATION MESSAGES:
Targeting Ethnic Audiences
Sharon F. Grigsby, MBA
Executive Director, Bioterrorism Preparedness
County of Los Angeles Public Health
February 24, 2005
Service Planning Areas and Health Districts
Antelope Valley
Foothill
San Fernando
West
East Valley
West Valley
Pomona
Harbor
Whitt ier
Torrance
El Monte
Glendale
Long Beach
Central Alhambra
Bellflower
Inglewood
East LASouth-west
SanAntonio
Compton
North-east
Pasadena
South
Hollywood/Wilshire
South-east
SPA 1
SPA 2
SPA 3
SPA 8
SPA 5
SPA 7
SPA 4
SPA 6
Spas2002.shp
SPA 1 - Antelope Valley
SPA 2 - San Fernando
SPA 3 - San Gabriel
SPA 4 - Metro
SPA 5 - West
SPA 6 - South
SPA 7 - East
SPA 8 - South Bay
Service Planning Areas (SPA)
A Diverse Population Will Have a Multitude of
ConcernsBioterrorism Response PlansMust account for diversity of concerns,
fears and responses of general public requires trust and cooperation of the
general public
Success Requires Trust
Difficult or controversial control and response measures
Isolation/QuarantineTravel restrictionsTargeted or widespread distribution of medications
or vaccinesDistribution of scarce resources
04/18/23 Institute of Medicine: The Future of Public Health (1988)
Bioterrorism Subsamples:Aims and Goals
PreparationWhat people have done
Perceptions of PreparednessConfidence and trust in Public HealthWho should communicate to the public?
Perceptions of RisksExposure and health related problemsWhere would the public go?
04/18/23 Institute of Medicine: The Future of Public Health (1988)
Reliability of various sources of health
information?
85% - CDC is a reliable source of information
84% - your local hospital
81%-83% - local/state health department
80% - your own doctor
The good news
High level of support for funding BT preparedness – political will – creates opportunities to educate and inform.
04/18/23 Institute of Medicine: The Future of Public Health (1988)
Bioterrorism Trust Question
Will the public health system respond fairly to [your] health needs, and without regard to race, ethnicity, income, or other personal characteristics?
Trust Varied by Race/ethnicity
77 73 6863
0
10
20
30
40
50
60
70
80
White Asian/PI
Race/Ethnicity
Trust Varied by Neighborhood Safety
7565
0
10
20
30
40
50
60
70
80
Safe Not Safe
Neighborhood Safety
Trust Varied by Interview Language
74 75
43
01020304050607080
English Spanish Asian
Interview Language
Differences Within GroupsLess Likely to Trust:
African Americans Younger less likely to trust
Asian/Pacific Islanders who spoke Asian language
Persons who reported unsafe neighborhood less likely to trust
Latinos Persons who spoke Spanish language more likely to trust
Digging Deeper
Goal: Better understand African-American attitudes re bioterrorism preparedness & public health
Approach:8 focus groups of African-American adults
stratified by age and SESJune through July, 2004
04/18/23 Institute of Medicine: The Future of Public Health (1988)
Future Directions
Complete analysis of African-American focus groups
Initiate API focus groups
Additional data will be available in 2005 from the 2004 Public Health Response to Emergent Health Threats Survey (PHRETS)
Implications
Perceptions of bias will limit effectiveness in implementing:
Mass vaccinations Mandatory registration and trackingQuarantine and Isolation ComplianceTravel Restrictions
CONCLUSIONS
Public relies upon and places confidence in hospitals and doctors.
CONCLUSIONS
Information should be communicated by highly trusted sources and targeted appropriately to subpopulations.
CONCLUSIONS
Lack of confidence, mistrust and skepticism should be understood by officials communicating or directing the public.
For additional information, call the
Office of Health Assessment and Epidemiology
at (213) 240-7785
or
Go to our website:
www.lapublichealth.org/ha/