Learning Objectives for this Presentation:
By the end of this presentation, participants will be able to describe the U.S. public's: 1) general awareness and knowledge of pandemic influenza, 2) level of concern about an influenza pandemic, 3) attitudes toward public health measures that might be employed during an influenza pandemic.

Background:
Timely, consistent, and accurate communication can impact how the media, public, and clinical health care communities react to a pandemic, fostering compliance with critical public health measures. Communication about pandemic influenza should be “audience-centered”, tailored to the knowledge, attitudes, beliefs (KAB's) and concerns of the intended audience.

Objectives:
The objectives of this study were to assess the U.S. public's: 1) general awareness and knowledge of pandemic influenza, 2) level of concern about an influenza pandemic, 3) attitudes toward public health measures that might be employed during an influenza pandemic.

Methods:
Data was collected by Porter Novelli, a public relations firm via their 2005 ConsumerStyles mail survey. The 2005 survey was sent to a stratified random sample of 20,000 potential respondents from a panel of 600,000 households which represent a range of demographic characteristics and have agreed to respond to surveys (response rate = 63%).

Results:
Awareness of pandemic influenza is generally very low. Many respondents expressed concern about pandemic flu, though 20% were not concerned and feel pandemic influenza risk is being exaggerated. Most respondents feel that federal and local health officials are not prepared to respond to an influenza pandemic. In addition, many predict they will not be willing to comply with public health measures.

Conclusions:
Efforts are needed to increase public awareness of pandemic influenza and address misconceptions. Messages and materials for use during a pandemic (e.g., on prioritization of vaccines and antivirals, quarantine and isolation, home care, and other pandemic response measures) should also be drafted and tested now.