Abstract Details
9/09/2025 | 2:15 PM - 3:15 PM | Breakout 6 | Memorial Hall
Making Noise for a Silent Virus: Public Outreach for Congenital CMV
Abstract Summary
Background: In 2021, Minnesota passed the Vivian Act, which allowed the Minnesota Department of Health (MDH) to begin universal screening and surveillance for cytomegalovirus (CMV) in newborns. It also required MDH to establish a CMV outreach program– educating women who may become pregnant, expectant parents, and parents of infants. In developing resources for the program, MDH staff learned the importance of providing these resources to families and the challenges in reaching key audience segments. This presentation will cover MDH’s work to increase public awareness about this silent virus. Methods: MDH staff used data from message testing and newborn screening rates to create a culturally responsive communications campaign. Channels used to reach audience segments included digital media, printed materials in multiple languages, public outreach events, and a mass mailing. Results: MDH staff learned that each priority audience segment preferred to receive messaging about CMV in a different way. To reach these audiences, multiple advertising channels and methods were necessary to disseminate information. Although there was a significant number of people from the audiences that saw the promoted ads, this did not translate into a significant increase in web traffic or material downloads. Generally, there continues to be a lack of public knowledge around congenital CMV and how it can be harmful to a developing baby. Conclusions: A common barrier for families is access to materials that are culturally and linguistically-appropriate and provide accurate, clear information. To ensure that Minnesota families know the potential risks of CMV, program staff at MDH must continue to share a wide range of digital and print materials, as well as continue physical outreach. Future directions include novel methods for reaching audiences in Minnesota and continuing to provide clear materials and resources.
Learning Objectives
- Describe the state of Minnesota's CMV and congenital CMV public outreach activities.
- Identify the challenges of public health awareness about CMV.
- Apply the findings to your own jurisdiction/organization.
Presentation
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Presenters
Karmen Dippmann | POC-Point of Contact, Primary Presenter, Co-Presenter
karmen.dippmann@state.mn.us;
Karmen is an Outreach and Prevention Planner at the Minnesota Department of Health. Her work around CMV includes the planning and implementation of awareness and prevention efforts for Minnesota families. Her other work focuses around raising awareness about preventable birth conditions, including neural tube defects and fetal alcohol spectrum disorders. Before this work, she was the Syphilis Prevention Coordinator for the Minnesota Department of Health where she gained a true passion for maternal and child health while addressing the increasing syphilis and congenital syphilis rates in Minnesota and across the nation.
ASHA DISCLOSURE
Financial - No relevant financial relationship exists.
Nonfinancial - No relevant nonfinancial relationship exists.
AAA DISCLOSURE
Financial - No relevant financial relationship exists.
Haley Bice | Co-Presenter
Haley.Bice@state.us;
Haley Bice is a communications specialist at the Minnesota Department of Health, where she designs educational materials for families of children and youth with special health care needs and disabilities. With experience in nonprofit marketing, she has developed effective outreach strategies to engage diverse communities. Her experience also includes creating tailored communication materials that resonate with underserved populations and enhance community awareness. Committed to promoting accessible information, Haley believes in empowering individuals through effective health communication and strives to ensure that all communities have the resources they need to thrive.
ASHA DISCLOSURE
Financial -
Nonfinancial -
AAA DISCLOSURE
Financial - No relevant financial relationship exists.