Pandemic Influenza Message Development: Lessons from Testing Dick Tardif, Ph.D. Oak Ridge Institute for Science and Education July 2007

2 Issues Positive Perceptions Negative Perceptions Tools

3 + Perceived Positively + Specificity Personal actions Sources of information

4 + Specificity + Numbers –How many scientists are on site? Examples –Food, water, medicines Signs and symptoms –What will distinguish this from other respiratory diseases?

5 + Personal Actions + Stay Informed –Follow the instructions of your local and state health departments Preparatory actions –Sources of information Protective actions Other –Who do you know who needs help?

6 + Sources of Information + Important to reach everyone –Internet –Telephone –TTY –Podcasts

7 - Perceived Negatively - Broad descriptions Policy Not answering the question

8 - Broad Descriptions - “Virus of concern” “Good health habits” “Simple steps” “Coordinated international effort” “We have a plan”

9 - Policy Statements - What support can states and cities expect from the federal government Does the US have an international leadership role? Too general for intended audiences Little interest shown by public

10 - Not Answering the Question - How many will get sick? Die? –We are working quickly to identify the cause of the illness. –In the meantime we are taking important precautions to protect the public. –Once we identify the illness we can say more.

11 Some Tools IDK Template Worst Case Template Indicating unknowns

12 I Don’t Know (IDK) Template Acknowledge/repeat the question Say don’t know/can’t answer Give reason(s) why can’t answer Follow-up action with deadline Bridge to what you can say

13 Worst Case Template Bridge from “what if” to “what is”

14 Unknowns [numbers][location][name]