Using Formative Research to Improve Messages about the Risks of Raw Milk

Background:  One in six Americans gets a foodborne illness every year.  Pasteurization of milk was a public health triumph, leading to major reductions in foodborne illnesses in the 20^th century, but there is growing interest in consuming less processed foods, including raw milk and raw milk products (e.g., cheese, yogurt). Therefore, the public needs accurate, updated information about the risks associated with raw milk consumption.

Program background:  To prevent foodborne illnesses due to raw milk, the Centers for Disease Control and Prevention (CDC) and partners undertook a project to improve educational messages about raw milk consumption.   CDC had a website with messages about risks associated with raw milk consumption that was factually correct but one-sided.  CDC wanted to develop more consumer-oriented information.   Specific goals were to:  (1) Clarify misunderstandings and correct misinformation; (2) Provide clear and accurate information about real risks and perceived benefits of raw milk; and (3) Provide people considering drinking raw milk with safer ways to get the health benefits attributed to raw milk.

Evaluation Methods and Results:  The project included a systematic communication analysis and product development process.  Activities included:  (1) Gathering on-line messages about raw milk; (2) Assessing the messages based on 22 message tactics (Keller & Lehmann);  (3)  Developing new consumer messages; (4) Conducting a focus group with consumers affected by raw milk associated illnesses to understand motivations for initiation of raw milk consumption as well as current recommendations based on their experience; (5) Pretesting new messages; and (6) Creating digital stories about the experiences of 3 consumers affected by raw milk associated illnesses.  Focus group participants provided rich data on their motivations, influencers, information sources, and information gaps. Key insights for new messages were to:  acknowledge that people consider raw milk for healthful motivations; concede that many people believe raw milk offers health benefits; emphasize the severity of risks from consuming raw milk, including life-threatening illness and death; emphasize even healthy adults can get sick from raw milk; share stories of what has happened to people who have consumed raw milk; don’t try to convince people to drink pasteurized milk; explain that even under the most sanitary production conditions, raw milk can still be harmful; discuss how “testing” of raw milk does not guarantee safety; and provide safer sources for health benefits attributed with raw milk.  Using findings from the message assessment and consumer research, CDC created a new website with information to help consumers:  understand the risks; protect themselves and their families; follow a “back to nature” lifestyle with food safety suggestions; consider alternatives to raw milk; and hear stories from individuals affected by raw milk associated illnesses.

Conclusions: 

Activities provided insights on the communication environment and consumer perceptions about raw milk.  CDC developed a new website featuring three digital stories that has received favorable reviews from many consumers and bloggers.

Implications for research and/or practice: Applying communication tactics and consumer insights to message development are key to developing effective prevention messages.