Cody Craynor

1
Utah Department of Health Bioterrorism
Preparedness Information Campaign Video

• Cody Craynor
• Utah Department of Health
• Office of Public Information and
  Marketing/Bioterrorism Preparedness
• NPHIC Conference
• October 18, 2005

2
Project Overview

• What Public health preparedness video and print
  piece
• Where Network/public television and cable
  broadcasts
• Who Utah Department of Health with cooperation
  from various partners
• When Summer 2005
• Why Goals nature of video

3
Does your family have an emergency disaster plan?
Source SurveyUSA. Conducted January 14, 2005.
Survey of 500 adults from the Salt Lake City MSA.
4.5 margin of error.
4
How likely do you think it is that there could be
a bioterrorism attack on Utah?
Source SurveyUSA. Conducted January 14, 2005.
Survey of 500 adults from the Salt Lake City MSA.
4.5 margin of error.
5
In the event there were a bioterrorist attack,
who do you think would be most responsible for
managing the situation?
Source SurveyUSA. Conducted January 14, 2005.
Survey of 500 adults from the Salt Lake City MSA.
4.5 margin of error.
6
How confident are you that Utah is prepared to
manage a bioterrorist attack?
Source SurveyUSA. Conducted January 14, 2005.
Survey of 500 adults from the Salt Lake City MSA.
4.5 margin of error.
7
Project/Video Goals

• Bioterrorism public health emergency awareness
• Encourage personal family preparedness
• Help Utahns know what to expect in an emergency
• Demonstrate preparedness efforts in Utah
• Highlight local, state and federal relationships

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Why Video?

• Message control
• Show vs. tell
• Reaching a broad audience
• Secondary uses
• B-roll
• Presentations
• Displays

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Video Look and Feel

• Governor introduction
• Host Jane Clayson
• Story packages
• What you can dos
• Interviews
• Person on the street
• Simple recreations
• Information bumps
• Images

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Specific Stories Segments

• Smallpox scare
• Demonstrate the need
• Hospital walk through
• Establish expectations
• Botulism in Cedar City
• Humanize the topic
• Family preparedness
• Empower the audience

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Why the Title Battling Back?

• Empowering language
• Local application
• Rejected titles
• Bioterrorism Facts not Fear
• Bioterrorism Revealing the Concealed Weapon
• Bioterrorism Tiny Terrorists
• Bioterrorism Foresight for the Unseen
• Public Health The Watchful Eye for the Unseen
  Enemy
• Nasty Germs and the Lab Technicians who Love Them

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Broadcast

• Multiple airings
• Network stations
• Public television
• Cable video on demand
• Local channels
• Web site

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Companion Print Planning Guide

• Planning and research
• Other state examples
• Determining needs
• Contents
• Simplicity
• Lists
• Images
• Design
• Portable, easy to use
• Shelf life

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Planning Guide Distribution

• Local health departments
• Web sites
• Employers (local level)
• Public requests
• Health resource line
• Other

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Promotional Efforts

• Media relations
• Pitch letters
• News releases
• Advisories
• Television PSAs
• Electronic billboard
• Web component

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DVD Distribution

• Formatting and translation
• Presentations
• Displays
• Libraries
• Trainings
• Public requests

17
Results Evaluation

• Television viewers
• Web streaming
• Behavioral change
• Survey Results

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Are you aware of any recent efforts in Utah to
educate the public about bioterrorism?
Source SurveyUSA. Conducted January 14, 2005.
Survey of 500 adults from the Salt Lake City MSA.
4.5 margin of error.
19
Did you see the television program Battling
Back Taking on Bioterrorism in Utah?
Source SurveyUSA. Conducted January 14, 2005.
Survey of 500 adults from the Salt Lake City MSA.
4.5 margin of error.
20
Lessons Learned

• Inform vs. entertain
• Securing approval and content coordination
• Working with non-public health professionals
  (vendors)
• Ensuring effective reach
• Importance of local health departments

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Next Steps

• Distributing planning guides
• Strategic DVD placement
• Reaching special populations
• Ensuring effective reach
• Continued local use

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- Roll the Clip! -
What if?
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Cody Craynor [phone] ccraynor_at_utah.gov