Centers for Disease Control and Prevention National Center on Birth Defects and Developmental Disabilities Learn the Signs. Act Early. It s time to change how we view a child s growth
Partners Association for University Centers on Disabilities (AUCD) HRSA/Maternal and Child Health Bureau Easter Seals The Commonwealth Fund Cooperative Extension Program Early Head Start/Zero to Three Indian Head Start National Association of Child Care Resource Agencies National Early Childhood Technical Assistance Centers Network of Autism Training and Technical Assistance Programs Society for Developmental Pediatrics National Association of Pediatric Nurse Practitioners Society of Physician Assistants in Pediatrics and more! 2
Background: Parents Lacked knowledge about Cognitive, emotional, and social development Developmental delays Recommend efforts communicate the urgency of acting early when there is a concern about developmental delay Clear consensus to avoid using language such as autism and ASD in materials designed to reach all parents of young children 3
Mission Every child reaches his or her full potential ti 4
Campaign Objectives Increase AWARENESS of developmental milestones and early warning signs Increase KNOWLEDGE in the benefits of early action and early intervention Increase parent-provider DIALOGUE on the topic of developmental milestones and disorders Increase EARLY ACTION on childhood developmental disorders 5
Target Audiences Health Care Professionals (HCPs) Pediatricians, family physicians, physician assistants, nurse practitioners, nurses, and others serving gy young children Parents of Young Children Ages 4 and younger Early Educators (EEs) Preschool teachers, day care providers, and others 6
Reaching Our Audiences Paid and unpaid placement of our print ad/psa in select publications, targeted websites, tv, radio Present and exhibit at key conferences/select meetings Create content for CE or certification purposes Partner with professional/social organizations and deliver information through existing channels (newsletters, member subscriptions, websites) Train & equip champions to reach out into their communities 7
Reaching Parents Where They Play Campaign messages on the Goodyear Blimp during national sporting events TV PSA on Astrovision in Times Square Poster on Grey s Anatomy for past five seasons Campaign promotions on FOX Sports during two televised NASCAR races 8
Health Care Professional Resource Kit Stand with 200 Informational Cards Packaged in sealed white box (12x9x3 box); approximately 4 lbs. Set of 15 Fact Sheets Small Posters (3) 9
Parent Resource Kit Informational Card (1) Packaged in sealed white 9x12 envelope Set of 8 Fact Sheets Growth Chart (1) 10
Early Educator Resource Kit CD-ROM Fact sheets Milestones checklists Tips for talking to parents Flyers for Parents (50) Small Posters (3) Growth Charts (3) Packaged in sealed white 9x12 envelope 11
Additional Print Materials Print materials Informational card refill kit (500 cards) Fact sheet refills (set of 15 fact sheets) Growth chart kits (10 charts) Outreach kits (100 half-page flyers) For parents For health care professionals For early educators HCP Flyer Early Educator Flyer 12
www.cdc.gov/actearly Order form / Materials available for download Interactive Tools for Parents Links and Additional Resources Partner Spotlights And more! 13
Public Service Announcements Print (sizeable to your needs) Television (30-second; English only; tagable ) Radio (60-second; tagable ) You can see/hear the PSAs on our website. Look for Public Service Announcements on the right-hand navigation bar, near the bottom of the page. 14
Template Materials Co-brand and customize for your efforts You provide the information/logo We drop it in and provide printer-ready files You take files to local printer Important note: HHS and CDC logos become words on template materials 15
Progress to Date 16
DocStyles 2008 Physician i Results Baseline (2004) Comparisons n= 250 Pediatricians n= 487 Family/General Practice 17
In 2008, 42% of pediatricians and 23% of gen/fam physicians reported having heard of CDC s Learn the Signs. Act Early. 18
Have Resources Needed to Teach Parents about Tracking Development 77% 80% 70% 60% 50% 40% 30% 20% 10% 49% 32% 57% 2004 2008 0% Pediatricians Fam/Gen Phys 19
Believe Early Intervention Can Help 95% 95% 90% 89% 88% 85% 80% 80% 2004 2008 75% 70% Pediatricians Fam/Gen Phys 20
Knowledge of Resources for Referrals and Treatment 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 89% 92% Pediatricians 68% 73% Fam/Gen Phys 2004 2008 21
Typically Recommend Concerned Parents Wait and See 35% 30% 30% 32% 26% 25% 22% 20% 15% 2004 2008 10% 5% 0% Pediatricians Fam/Gen Phys 22
HealthStyles 2008 Parent Results Baseline (2004) Comparisons 2008 n= 559 Parents of Young Children 23
In 2008, 29% of parents reported having heard of CDC s Learn the Signs. Act Early. 24
Look for Developmental Milestones 70% 2005 60% 2007 50% 40% 58% 66% 30% 20% 10% 0% 1% Strongly disagree 2% 4% 1% 9% 8% 28% 24% Disagree Neutral Agree Strongly Agree 25
In 2008, 24% of parents reported using a checklist to track development. 26
Knowledge of Behavior Suggesting Autism 60% 50% 2004 2008 55% 57% 40% 37% 38% 30% 20% 10% 1% 5% 1% 1% 5% 1% 0% Will not share toys Colicky for 6 months No words by 2 or losing words Impulsive Don't know 27
Best Time to Get Help for Children with Autism 50% 45% 40% 35% 40% 2004 2008 49% 35% 30% 25% 20% 15% 10% 5% 0% 21% 22% 18% 8% 4% Before 6 months Before 2 years Before kindergarten Don't Know 28
Who Can Best See Early Signs of Autism 70% 60% 54% 58% 64% 62% 53% 2004 2008 50% 45% 40% 37% 30% 20% 22% 24% 20% 28% 13% 10% 0% Parents School Teachers Daycare Proviers Medical Professionals Other Don't Know 29
Asked HCPs About Development 30% 25% 20% 15% 26% 2005 23% 23% 2008 22% 20% 18% 18%18% 18% 12% 10% 5% 0% Strongly Disagree Neutral Agree Strongly disagree agree 30
HCP Asked About Development 60% 2005 50% 2008 55% 55% 40% 30% 20% 10% 0% 9% 5% 8% 2% 18% 16% 11% 23% Strongly Disagree Neutral Agree Strongly disagree agree 31
What to Do If HCP Says Wait and See 80% 70% 60% 55% 72% 2004 2008 50% 40% 30% 38% 29% 26% 27% 27% 20% 10% 4% 4% 8% 0% Wait 6 months Wait 1 year Take to another Dr. Contact EI Don't Know 32
Looking Ahead AUCD Partnership 2008 Research Topics of Interest Improve screening and referral practices among general/family physicians (2 research projects) 2008 Collaborative Research Awards Using Positive Parenting to Teach Child Development Involving Allied Health Care Professionals in Helping Parents to Navigate Systems for Autism Spectrum Disorder (ASD) Ongoing partnership with HRSA/MCHB and Combating Autism Act Initiatives 33
Thank you! Katie Kilker Green kpk9@cdc.gov www.cdc.gov/actearly
Partners Association for University Centers on Disabilities (AUCD) HRSA/Maternal and Child Health Bureau Easter Seals The Commonwealth Fund Cooperative Extension Program Early Head Start/Zero to Three Indian Head Start National Association of Child Care Resource Agencies National Early Childhood Technical Assistance Centers Network of Autism Training and Technical Assistance Programs Society for Developmental Pediatrics National Association of Pediatric Nurse Practitioners Society of Physician Assistants in Pediatrics and more! 35