‘Take 3' Steps to Fight the Flu: Assessment of Communication Messages Promoting Cdc's Three-Pronged Approach to Reduce the Burden of Influenza

Background:
CDC recommends a three-pronged approach to reduce the substantial burden of seasonal influenza in the United States: increasing the number of people vaccinated against influenza, appropriate use of influenza antiviral agents, and promoting respiratory hygiene and cough etiquette. The focus of this study was to assess communication messages and materials to promote the practice of this three-pronged influenza-disease prevention strategy.

Setting:
Focus group testing in Chicago, Illinois; Phoenix, Arizona; and Tampa, Florida

Population:
Eighteen mini-focus groups of 3-5 persons each were conducted with adults aged 65 years and older and parents of children aged 5 years and younger. A total of 41 seniors and 39 parents participated in the focus group testing sessions.

Project Description:
Sessions with seniors and parents focused on assessing knowledge, attitudes, and beliefs regarding influenza, prevention, and treatment. Communication messages on vaccination, daily preventive actions, and antiviral medications were presented individually and together.

Results/Lessons Learned:
Results suggested that both seniors and parents comprehended all three messages and found that presenting these messages together was more useful because it provided greater information on the recommended public health actions to protect against influenza. While nearly all were familiar with influenza vaccine, few persons had pre-existing knowledge of influenza antiviral medications. Based on feedback, specific language was refined and incorporated into CDC influenza prevention communications materials for the 2008-09 influenza season.