Addressing State and Local Capacity Needs Using Health Communication to Bridge Research and Practice

Background:  Sexual violence, stalking, and intimate partner violence are important and widespread public health problems in the United States.  CDC developed the National Intimate Partner and Sexual Violence Survey (NISVS) to better describe and monitor the magnitude of these forms of violence in the United States.

Program background:  Sexual violence (SV) and intimate partner violence (IPV) prevention programs conducted through state or local health departments and non-profit organizations have been challenged for years with little access to non-criminal justice data. The NISVS was developed by the CDC and conducted in 2010 with ongoing data collection to create timely and actionable data. Through a collaborative team approach in planning the first release of 2010 data, CDC  supported state and local level communication capacity by creating opportunities to learn about the survey prior to launch. The focus of these activities included interpreting and utilizing data in order to effectively disseminate key health messages.

Evaluation Methods and Results:  CDC collaborated with key partners to support communication capacity through three strategies. First, a NISVS communications toolkit was developed which consisted of frequently asked questions, background on the survey methodology, differences from other surveys, handling media inquiries and more. Key partners assisted in the development, implementation and dissemination of the toolkit.  Since the communications toolkit had templates and not actual scripted language with data embedded, key partners developed tailored messages that state and local programs could use and adapt. Second, CDC and key partners conducted a series of web conferences and provided support to local organizations and state health departments in utilizing the toolkit and preparing SV and IPV practitioners for data release. Third, CDC and its partners worked to increase awareness through the use of social media, alerting SV and IPV practitioners of the data release, how to access the report and supplemental materials, and implications for prevention practices. The CDC used traditional and social media monitoring as an evaluation strategy to determine how well CDC messages resonated.  Qualitative data was collected through key partners about the usability of the communications toolkit. Media monitoring showed significant coverage of NISVS by major media in the days and weeks following the launch.  Key partners also used traditional and social media monitoring to evaluate their role in dissemination and implementation. Partner data showed the uptake and utilization of press releases and other materials developed by the key partners, the need for further technical assistance and training on proper data interpretation, and overall usage of the data by the SV and IPV field practitioners.

Conclusions:  Health communication activities played a critical role in connecting research to state and local practitioners. Multiple strategies are important to building capacity, and a team approach allowed us to intersect research, practice and communication to enhance the reach of these strategies. This presentation will discuss the components of the toolkit, how health communications bridged the gap between science and practitioner knowledge, how partners played an instrumental role in dissemination, and lessons learned for future NISVS data releases.

Implications for research and/or practice:  We will share insights on building capacity using a multi-tiered communication approach.