Abstract Details

<< Back to Schedule

9/27/2014  |   10:00 AM - 10:30 AM   |  Arizona

Women’s Opinions about Messages and Materials Designed to Improve Knowledge of Congenital CMV: Results from Two Formative Research Projects

In the United States, most women are not aware of congenital CMV infection (cCMV) or how to prevent exposures to CMV during pregnancy, and most healthcare providers do not educate women about cCMV. To address this issue, the Centers for Disease Control and Prevention conducted a series of formative research projects to gather feedback from women on messages and materials designed to improve knowledge of cCMV and increase motivation to reduce their risk of exposure to CMV. First, we conducted in-depth interviews (N=33) with women in Atlanta, GA, enrolled in a longitudinal study examining CMV shedding in the home. These women all had young children who were seropositive for CMV. Second, we conducted eight focus groups (N=70) in Atlanta, GA, and San Diego, CA, with pregnant women and non-pregnant women of childbearing age; all women recruited had young children. We tested three categories of messages. To communicate about how common cCMV is, participants recommended using ratios (e.g. “1 in 150”) or comparing the frequency of cCMV to that of other well-known disabilities, such as Down syndrome. To convey how serious cCMV is, participants preferred personal stories about cCMV combined with prevention information. Participants also preferred realistic prevention messages that are not overly prescriptive and that encourage risk reduction (e.g., “whenever possible”, “try to avoid”) rather than risk elimination. Participants found a one-page fact sheet to be informative and appealing. Participants also said they would like to learn more about cCMV from their healthcare providers and/or trusted internet resources. Audience-tested messages about cCMV can be incorporated into a variety of materials, including a one-page fact sheet, to improve women’s knowledge of cCMV and to increase motivation to prevent cCMV. The session will conclude with discussion about how to best use participants’ recommendations in clinical and public health activities to prevent cCMV.

Denise Levis (Primary Presenter), igc1@cdc.gov;
Denise Levis is a health communications specialist with the National Center on Birth Defects and Developmental Disabilities at the Centers for Disease Control and Prevention.

ASHA DISCLOSURE:

Financial - No relevant financial relationship exist.

Nonfinancial - No relevant nonfinancial relationship exist.

Chrissy Kilgo (Co-Presenter), vns3@cdc.gov;
Chrissy Kilgo is a health communication specialist who works for Carter Consulting.

ASHA DISCLOSURE:

Financial - No relevant financial relationship exist.

Nonfinancial - No relevant nonfinancial relationship exist.

Simani Price (Author), simaniprice@westat.com;
Simani Price manages the research and evaluation staff in the Health Communication Group at Westat and has more than 15 years of experience in the field of health communication.

Erika Bonilla (Author), erikabonilla@westat.com;
Erika Bonilla works for Westat, Inc. and has 8 years of experience in the field of health communication and behavior.

Erika Reed-Gross (Author), erikareed-gross@westat.com;
Erika Reed-Gross works for Westat, Inc., and has more than 16 years of experience in public health research, evaluation, and communication.

Minal Amin (Author), mamin@cdc.gov;
Minal Amin is a Microbiologist in the National Center for Immunization and Respiratory Diseases.

Rebekah Clark (Author), rebekahhc413@gmail.com;
At the time of this project, Rebekah Clark was a nursing student attending Emory University in Atlanta, GA.

Delaney Johnson (Author), delaneyjohnson79@yahoo.com;
At the time of this project, Delaney Johnson was a nursing student attending Emory University in Atlanta, GA.

Karen Mask (Author), karen.mask@gmail.com;
At the time of this project, Karen Mask was a nursing student attending Emory University in Atlanta, GA.

Cynthia Stover (Author), cyndistover44@gmail.com;
At the time of this project, Cynthia Stover was a nursing student attending Emory University in Atlanta, GA.

Jennifer D. Stowell (Author), hzq8@cdc.gov;
Jennifer Stowell is a fellow for the Oak Ridge Institute for Science and Education.

Michael Cannon (Author), mcannon@cdc.gov;
Michael Cannon is a research epidemiologist at the National Center on Birth Defects and Developmental Disabilities.

Presentation:
This presentation has not yet been uploaded.

Handouts:
No handouts have been uploaded.