National Education Campaign to Alert Women About Heart Attack Symptoms and Calling Make the Call Media Outreach Webinar January 24, 2011

Transcription

1 National Education Campaign to Alert Women About Heart Attack Symptoms and Calling Make the Call Media Outreach Webinar January 24, 2011

2 Agenda AGENDA Welcome and Introductions Purpose of Meeting Background and Need for Support Campaign Overview Media Outreach PSA Media Outreach PR Tools and Resources Fertile Data 2.0 Tutorial Q&A Discussion

3 Background

4 The Problem A woman suffers a heart attack every minute. Every minuteand-a-half, a woman dies from heart disease. One in three 40 year-old women will have a heart attack or chest pains sometime in their lifetime. Women 40+ are more likely to die within a year of heart attack than men. Source: American Heart Association 2008, Sheng et al

5 The Problem Even though awareness of heart attack and heart disease has increased over the years, women still don t see personal risk for themselves. Source: American Heart Association Statistical Update: Heart Disease and Stroke, 2009.Lloyd-Jones D et al

6 The Problem Women have a higher proportion of out-of-hospital deaths than men. Women have been shown to have a significant time delay in receiving diagnostic and interventional procedures, which may contribute to a worse 30-day mortality rate compared with men.

7 The Problem According to the American Heart Association s (AHA) new 2009 survey, although 60% of white women were aware of heart disease as the leading cause of death among women, less than half of African American (45%), Hispanic (43% and Asian (34%) women identified heart disease as the leading cause.

8 The Problem Also according to AHA s latest study: Only about half of women would call 911 if they thought they were having a heart attack, and awareness of atypical symptoms of heart disease was low Knowledge of heart attack warning signs did not appreciably differ from 1997 Source: American Heart Association Statistical Update: Heart Disease and Stroke, 2009.Lloyd-Jones D et al

9 Awareness of Signs and Symptoms Only half of women recognize the typical signs and symptoms of a heart attack Pain that spreads to the shoulders, neck or arms 56% Chest pain 56% Shortness of breath 29% Tightness in the chest 17% Nausea 15% Fatigue 7% Source: Circ Cardiovasc Qual Outcomes Mosca et al

10 911 Usage Only 53% of women said that they would call 911 if experiencing the symptoms of a heart attack 79% said they would call 911 if someone else were having a heart attack For themselves, 46% of women would do something other than call 911 such as take an aspirin, go to the hospital, or call the doctor Source: Circ Cardiovasc Qual Outcomes Mosca et al

11 Our Campaign Mission Launch a public education campaign for women age 50+ and their family and friends (bystanders) that: Educates women on the symptoms of a heart attack Engages women to change their behavior and improve their health Empowers women to call 911 to save their own life, and empowers bystanders to act to save the lives of their sisters, mothers and best friends

12 Our Campaign Public Service Advertising Campaign TV Radio Print Outdoor Social Media Complementary Web site Full team of partners across the healthcare community and survivors to help us spread the word

13 Our Messages After listening to women discuss heart attack misperceptions, we came up with these messages with the NHLBI to address primary concerns: Heart Attack Warning Symptoms Chest pain, discomfort, pressure or squeezing Upper body pain or discomfort in one or both arms, back neck, jaw, or upper part of the stomach Shortness of breath The sudden onset of new symptoms or a change in the pattern of existing symptoms is cause for concern A change in the pattern may include symptoms that are stronger or last longer than usual

14 Our Messages Other symptoms to pay attention to: Breaking out in a cold sweat Unusual or unexplained fatigue (tiredness), particularly in women Nausea (feeling sick to the stomach) Light-headedness or sudden dizziness

15 Our Messages As with men, the most common heart attack symptom in women is chest pain or discomfort But women are somewhat more likely than men to experience other heart attack symptoms, including shortness of breath, nausea and vomiting, unusual fatigue (which may be present for days), and pain in the back, neck, shoulders and jaw If you experience any of these symptoms, call 911 for emergency medical care. Don t be concerned about bothering others

16 Partner Collaboration

17 Partner Collaboration We can t do this alone we need your help Peer to peer outreach with you Message collaboration with NHLBI Commitment to provider education with NENA Spirit of Women Hospitals Day of Dance Presentations at key conferences How can WE work together?

18 Partner Collaboration What can you do? Help us reach women nationwide by working with PSA Directors to get our messages on the air where women will see and hear them Integrate core educational messages into every engagement whether it be lunch n learn, church basement, local women s group, etc. When we call on you, continue to advocate for women and provide your unique and valuable perspective on this important health topic

19 The Campaign

20 Campaign Overview Objective Increase the number of women who: Are aware of the early symptoms and signs of a heart Are aware of the importance of accessing rapid emergency care by calling 911 Actually call 911 Target Audience Primary: Women 50+ who wonder if they are at risk Secondary: Family members and potential bystanders over 18 years old

21 Campaign Overview Key Insights While most women are aware that there are other symptoms of a heart attack besides chest pain, they don t really know what they are. Furthermore, they are embarrassed/afraid to call for fear they could be wrong and/or right Call to Action Drive consumers to a website where they can learn about the signs and symptoms of a heart attack and get more information about heart disease and risk factors

22 The Concept

23 The Concept What do we want the target to think/do? Recognize the early warning signs and symptoms of women s heart attacks and be aware they are often misdiagnosed Get medical attention immediately by calling 911

24 PSA Materials

25 PSA Materials Print: Sizes available in full, half and quarter page ads Out-of-Home: Sizes available in 30-sheet billboards, bus shelters and posters Web Banners: A variety of sizes Television: (1) :60 (1) :30 Radio: (English & Spanish) (1) :60

26 Online PSA Materials

27 Print PSA Materials

28 Print PSA Materials

29 Print PSA Materials

30 Print PSA Materials

31 Print/Outdoor PSA Materials

32 Outdoor PSA Materials

33 PSA Materials Where to Order Campaign Materials

34 PSA Materials Campaign Toolkit: Swiss cheese press release and multi-media news release Talking points Fact sheet Tips for pitching campaign to media Online Tools: Web package Campaign Site Kit (Interactive CD or Flash Drive featuring all PSA materials)

35 Distribution Plan

36 Distribution Plan Digital and Hard Kit Distribution of TV, Radio and Print Hard kits and electronic distribution of TV, radio and print PSAs nationwide to more than 10,000 media outlets Reference lists provided by PlowShare Group for specific stations/publications Out of Home (Billboards and Bus Shelters) Postcard announcement sent to media companies for order placement orders fulfilled on a request basis Site Kits Contain all of the PSAs, fact sheets and partner media tools Interactive TV PSAs on PlowShare s YouTube channel Web banner distribution Campaign page on SILO Social media (Facebook, Twitter, etc.)

37 Distribution Plan National public relations effort will begin February 1, 2011 National distribution in development for February 2011 Site Kits/Tool Kits are in development for February 2011 Allow approximately 6 weeks for PSAs to cycle into station rotation

38 Media Outreach - PSAs

39 Media Outreach - PSAs Enables the building of relationship with local media outlets Starts with beginning a dialogue with PSA Directors Allows you to inform PSA Directors: About the issue of heart attacks as the leading killer of women and how this campaign is relevant and will benefit their audience Leads to increased media support of the PSA campaign, which will drive traffic to womenshealth.gov/heartattack Extends the media exposure of the campaign throughout the year

40 Media Outreach Your Role Media prefer to put a local face on national issue You are the local expert You can best articulate relevance to this issue in the community by providing statistics and personal stories You can provide local heart attack resources to the community and media Leverage current relationships at media outlets to help secure donated media for the PSA campaign Your outreach efforts will make a difference, as most PSA campaigns generate a significant amount of media support at the local level

41 Media Outreach Getting Started Identify and prioritize your best media prospects by reviewing the list of media outlets in your area: Confirm those stations run relevant programming for women, 50+ Check in with reporters to see if they are covering the topic of heart disease, heart attacks, or health in general Leverage any personal media contacts Visit relevant media web sites to see if they post banners or other online content Schedule face-to-face meetings when possible, or contact by phone, mail or fax. If this is not possible, send and in lieu of an in-person meeting

42 Media Outreach Who to Target Begin by reviewing the list of local media outlets and identifying a Public Service/Community Affairs/Public Affairs Director: Who receives, reviews, and schedules PSAs and community affairs programming

43 Media Outreach - Scheduling Anytime throughout the year: Especially timely around the launch of our PSAs Prior to key national dates: American Heart Month ( February) Women s Health Week (May) Prior to hosting or participating in local events in your community When new national or local research/data is available

44 Media Outreach Meeting/PSA Directors Plan the key points you want to make: Goals and target of the Heart Attack/911 PSA campaign. Heart Attack research and statistics, local when available. Underscore relevance of issue to the community (local stories, programs, and events). Share the call-to-action ( Emphasize year-round need to support the campaign. Prepare an informational kit that you can leave behind with PSA Directors: Include campaign fact sheet, press release from campaign launch, brochures, local research, contact information, etc.

45 Media Outreach Meeting/PSA Directors End with a specific request of the PSA Director: Ask him/her to run the campaign PSAs. Ask him/her to post the campaign banners or widget on their website. Give PSA Director informational (site) kit.

46 Media Outreach Closing the Loop Stations may be more likely to run our PSAs if you send a thank you note post meeting, especially if they indicate they will run the PSAs. Follow up a few weeks later to inquire whether additional information is needed and confirm support of the PSA campaign.

47 Media Outreach Fertile Data 2.0 Fertile Data is PlowShare s proprietary database Aggregates media usage and digital monitoring results into a user-friendly online package Helps identify best media prospects Allows opportunity to thank media or encourage use Provides accountability

48 Fertile Data 2.0 Media Results Dashboard

49 Fertile Data 2.0 Media Transaction Dashboard

50 Media Outreach - Public Relations

51 Public Relations - Objectives Educate, engage and empower women 50+ and their families (bystanders) on symptoms of a heart attack and the need to call 911 as soon as those symptoms arise Use the media as a conduit to reach our women 50+ and bystander audiences

52 Public Relations - Challenges Getting women to: Recognize their heart attack symptoms Call 911 Understand that it could happen to me Utilizing key pairings of spokespeople to help women overcome these obstacles

53 Public Relations - Strategies Leverage new TV, radio and print PSAs and other campaign materials to start conversation Engage partner organizations to help us disseminate messages and materials across key medical communities, the media and in turn, the public

54 Public Relations - Strategies Leverage data to add urgency and credibility to the messaging Explore partnerships and reciprocal relationships with other organizations who can assist us in the dissemination of the message

55 Public Relations Tactics I National press conference Launch event would feature our partners and spokespeople from several organizations Opportunity to highlight and cross-promote activities

56 Public Relations Tactics II TV: Satellite Media Tour (SMT) In-studio tour reaching markets across the US, conducted in 2-3 hours Radio: Radio Media Tour (RMT) Targeting top market stations across the US in a series of interviews Print: Outreach to top tier health and medical reporters Online: Social media outreach to key women s interest and health bloggers, linking to websites, Twitter, Facebook, reposting relevant articles Partners: Drop-in newsletter articles for partner distribution; generic template articles for partner use

57 Public Relations Tools Media Advisory for event SMT/RMT Press release Fact sheet Bios on speakers Copies of creative materials Live website Invitation for friends of OWH Template newsletter article for partner publications

58 Public Relations Key Spokespeople Looking for compelling spokespeople from a crosssection of backgrounds to engage media Key medical and patient pairings to provide a dual perspective at media interviews and launch event Experts representing federal health agencies, cardiology, EMT, and patient perspectives

59 Public Relations What do we need you to do? Advocate for the cause.. Integrate our heart attack messages into your presentations Make the call to PSA/community relations directors Tell your friends, tell your family, tell your community Work with us when we need you to work with health reporters to broaden reach

60 How Will We Know if We ve Succeeded? New campaign urges women to recognize heart attack symptoms and call WRC-TV

61 Success!

62 Question & Answer