Learning Objectives for this Presentation:
At the conclusion of this presentation, the participant should be able to explain recent qualitative and quantitative cmmunication research findings on pandemic influenza and apply these findings to pandemic preparation efforts.


Background:
Given the likely occurrence, possible consequences, and uncertainties of human pandemic influenza, the United States Government has deemed planning and preparedness to be prudent and numerous communication efforts are in progress at the federal, state, tribal, and local levels. As part of its efforts, the US Department of Health and Human Services, through its Centers for Disease Control and Prevention (HHS/CDC) has conducted numerous surveys and focus groups to better prepare, materials to inform the public and stakeholders about pandemic influenza and issues associated with it. This presentation will summarize a number of these communication research efforts. Examples of communication messages and materials developed as a result of these inquiries will also be presented.

Setting:
Nationally representative quantitative surveys and qualitative pandemic communication research efforts in several U.S. Cities will be presented.

Population:
Domestic U.S. population and select subgroups.

Project Description:
Quantitative surveys and qualitative pandemic communication research efforts on the topics of pandemic influenza and related topics such as Avian Influenza have been underway since August 2005. Given the similarity of methodology and topics of inquiry it is possible to provide both descriptive and statistical trend summaries of public perceptions as measured in surveys, focus groups, and media content analysis.

Results/Lessons Learned:
Perceptions of the risk and consequences of pandemic influenza are often shaped by television news reports.
Since public perception is based on limited knowledge, the understanding of the disease consequences is limited and often respondents were skeptical of the potential for an influenza pandemic and the consequences of it.
Respondents often were unable to make distinctions between the terms: bird flu (avian influenza) and pandemic influenza with limited understanding of these diseases.