Health Communications in American Indian and Alaska Native Communities Jay C. Butler, MD Senior Director for Community Health Services Robert Terrazas Director of Marketing and Communications

2,423,294 American Indians/Alaska Natives; 0.8% of US population 2009 US Census Estimate: 2,423,294 American Indians/Alaska Natives; 0.8% of US population 4,587,931 AI/AN as one or more race http://factfinder.census.gov/servlet/ACSSAFFFacts?_submenuId=factsheet_0&_sse=on State with AI/AN population >100,000

American Indian/Alaska Native Population in US Urban Centers 1. New York City (87,000) 2. Los Angeles (53,000) 3. Phoenix (35,000) 4. Tulsa (30,000) 5. Oklahoma City (29,000) 6. Anchorage (27,000) 7. Albuquerque (22,000) 8. Chicago (21,000)

National Vital Statistics Reports 2010; 58(14), March 14 issue

Social Marketing Using marketing techniques to change a specific behavior within society or an isolated group. Developing the message Who is the target audience What behavior is needing change or modification How does this audience prefer to receive communication Is there partnering opportunities to reinforce message

Developing the Message Identified resources in rural “Hot Spots” Behavioral Health Aides Therapists Statewide Crisis & Suicide Hotline Alaska State Troopers/law enforcement agencies

Who is the target audience Approximately 50 Alaska Native people die by suicide each year That's an average of about one every eight days. Three out of four Alaska Native suicide deaths are males. Suicide rates in the Northwest Arctic, the Yukon-Kuskokwim Delta, Arctic Slope and Norton Sound areas are the highest in the state. Young Alaska Native males aged 15-24 are almost nine times as likely to die as all U.S. males in this age group. Alaska Native females aged 15-24 are nineteen  times as likely to die as all U.S. females in this age group. People who don’t want help People who need full-time professional help (institution) People who want help and are looking for someone to listen People who don’t feel they need to be reached

What behavior is needing change or modification The rate of suicide is 3.5 times higher for Alaska Native people than it is for the U.S. population, and is highest for 20-29-year-old men. Suicide is not a part of the Alaska Native culture — for it to stop, we have to talk about it.

How does this audience prefer to receive communication One-on-one conversations Radio public service announcements Elder female Young female Young male Print public service announcements Informational cards for law enforcement

Is there partnering opportunities to reinforce message? Any other suicide social marketing campaigns any of you are working on?