Communicating Through Several Channels

Courtney N. Lenard, MA

Health Communication Specialist

Centers for Disease Control and Prevention

National Public Health Information Coalition Symposium

October 2, 2012

National Center for Injury Prevention and Control

UNDERSTANDING THE BURDEN OF INJURY AND VIOLENCE

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Injury Non-Communicable Diseases

Infectious Diseases

Injury Deaths Compared to Other Leading Causes of Death for Persons Ages 1-44, United States, 2008

Note: Injury includes unintentional injury, homicide, suicide, legal intervention, and those of undetermined intent. Non-communicable diseases include cancer, cardiovascular, kidney, respiratory, liver, diabetes, and other diseases. Infectious diseases include HIV, influenza, pneumonia, tuberculosis, and other infectious diseases. Data Source: National Vital Statistics System using CDC Wonder (http://wonder.cdc.gov).

Burden of Injury in the United States

>180,000

deaths

>2.8 million

hospitalized

>29 million

Emergency Department visits

• NCIPC, Web-based Injury Statistics Query and Reporting System (WISQARS). http://www.cdc.gov/injury/wisqars

• NCHS. National hospital discharge survey: 2007 summary

• National health statistics reports, no. 29. Atlanta, GA, 2010

Injury Center Mission

To prevent injuries and violence and reduce their consequences so that people can live to their full potential

To put injury and violence prevention on the map as the

premier public health achievement of the decade

Injury Center Vision

http://www.cdc.gov/injury/about/index.html

Injury Center Focus Areas

Motor Vehicle-Related Injury

Traumatic Brain Injury

Violence Against Children and Youth

Prescription Drug Overdose

http://www.cdc.gov/injury/about/focus.html

INJURY CENTER 20TH ANNIVERSARY Celebrating the Past, Protecting the Future

Celebration of Accomplishments

Theme: Celebrating the Past. Protecting the Future.

Goal: Reflect on progress, highlight achievements, and strengthen collective resolve to make injury and violence prevention the premier public health achievement of the next decade.

Series of events and activities:

Special Issue of Journal of Safety Research

Speaker Series

Conferences Presentations and Workshops

Video Contest

20th Anniversary Web Site www.cdc.gov/injury/anniversary

Calendar of Events

Partner Tool Kit

Media and Social Media Tips and Tools

SEEING MY WORLD THROUGH A SAFER LENS VIDEO CONTEST

20th Anniversary Activity

Description

Initiative that allowed individuals or teams to create innovative, informative videos on the topic of injury and violence prevention in their communities

Eligible Topic Areas: Motor Vehicle Safety, Home and Recreational Safety, Violence

Prevention, Traumatic Brain Injury

Timeline: Submission Period (May 1- July 31)

Judging (August 1- 31)

Winners Announced (September 10)

http://saferlens.challenge.gov/rules

Judging and Videos

Judges were identified from CDC leadership, external co-chairs from 20th Anniversary committee, partners, and media contacts

25 eligible submissions

3 Winners Injury and Violence Professional

Student

General Public

All submitted videos can be viewed at: http://saferlens.challenge.gov/submissions

http://saferlens.challenge.gov/submissions

Injury and Violence Professional Winner

Safety Begins with You

http://www.youtube.com/watch?feature=player_embedded&v=3CK-P-KPfUc

http://saferlens.challenge.gov/

Student Winner

Protect Your Brain, Wear a Helmet

http://www.youtube.com/watch?feature=player_embedded&v=YbbZpc5UC5A

http://saferlens.challenge.gov/

General Public Winner

Things Men Say to Men Who Say Things to Women on the Streets

http://www.youtube.com/watch?feature=player_embedded&v=T5H27APQp54

http://saferlens.challenge.gov/

PROMOTIONAL TOOLKIT FOR PARTNERS

20th Anniversary Activity

Description

Helps partners plan events to raise awareness of injury and violence prevention in their communities

Toolkit Materials: Talking Points

Ideas for Promoting the 20th Anniversary

20th Anniversary Events and Activities

Tips and Tools for Working with the Media

Tips and Tools for Working with Social Media

Web Button

http://www.cdc.gov/injury/anniversary/toolkit.html

COLLABORATIONS Working Together

Concussion in Sports

Partnership with the National Football League (NFL)

PSA on Concussion Safety Describes the importance of recognizing a concussion, taking time

to recover and not returning to play too soon

http://www.nfl.com/videos/auto/09000d5d814d2543/Concussion-safety

http://blogs.nfl.com/2009/12/10/nfl-psa-on-concussions-debuts-tonight/

National Public Health Information Coalition

Cooperative Agreement with NPHIC

Tweet-able Moments on Focus Areas As we mourn the death of XXXX, important to know most

concussions occur in youth sports, CDC has online training for coaches.

As XXXX recovers from (his or her) prescription drug overdose, it’s disturbing to know that such overdoses have tripled in past 20 years

As we mourn for XXXX, let’s remember child safety seats reduce the risk of fatal injury by 71% for infants and by 54% for toddlers.

Re. incident at XXXX school: In 2011 survey, 20% of high school students reported being bullied on school property

Be Smart, Be Well

Collaboration with Blue Cross Blue Shield (BCBS) Regional BCBS Offices-IL, OK, NM, TX

Teen Driving Videos Teens are four times more likely to be in a crash than older drivers

The videos were to designed to help parents talk to their teens early and often about the risks and responsibilities of driving

http://www.besmartbewell.com/teen-driving/videos.htm

Be Smart, Be Well

Collaboration with Blue Cross Blue Shield (BCBS) Regional BCBS Offices-IL, OK, NM, TX

Traumatic Brain Injury Videos Each year, U.S. emergency departments (EDs) treat an estimated

173,285 sports- and recreation-related TBIs, including concussions, among children and adolescents, from birth to 19 years.

The videos were to designed to remind us all that brain injuries can happen any time, any age group. We are all at risk and we all need to be aware.

http://www.besmartbewell.com/tbi/index.htm

SOCIAL MEDIA IN THE INJURY CENTER

Raising Awareness

Social Media Channels

Provide users with access to credible, science-based injury and violence prevention information Directors View Blog

@CDCInjury Twitter

@CDC_DrDegutis Twitter

Veto Violence Facebook

Heads Up Facebook

Parents Are the Key Facebook

Really Simple Syndication (RRS) Feed

Injury Podcast

http://www.cdc.gov/injury/SocialMedia/

Social Media in Action!

Facebook VetoViolence

Followers: 16,587

Purpose: Reframe violence as a public

health issue, promote the message that

violence can be prevented, gather

feedback from practitioners and

grantees, increase engagement with

public health practitioners in this area.

Facebook-Heads Up to Brain Injury

Followers: 6,911

Purpose: Raise awareness about the

causes of and risk factors for sustaining a

TBI. Provide online community in support of

TBI survivors and their loved ones.

Facebook-Parents are the Key

Followers: 2,598

Purpose: The primary goal is to create a network of parents and other interested individuals who want to receive and share information about safe teen driving and the role that parents can play.

Twitter

@CDC_DrDegutis Followers: 217

@CDC_Injury Followers: 4,949

Events February 2012-Dr. Frieden Chat on Prescription Drug Overdose

March 2012-VetoViolence Chat on Bullying Prevention

July 2012-Dr. Rich Besser (ABC) Chat on Injury Prevention

TODAY-Dr. Rich Besser (ABC) Chat on Bullying

Facebook users like and comment 3.2 billion times per day.

Every minute 208,000 images are uploaded to Facebook.

of YouTube video are watched every day on Facebook.

11 new Twitter profiles are created every second.

60 hours of video are uploaded to YouTube every minute.

There are now more wireless devices being used in the United States than there are people.

2.3 Trillion text messages were sent in the United States in 2011.

MORE Social Media Quick Facts

More than 500 million active Facebook users access through their mobile device. Source: Facebook 7/2012

Social media accounts for one out of every five minutes spent online in US. Source: comScore,1/2012

15% of online Americans now use Twitter and 8% use it daily. Source: Pew Internet & American Life Project, 3/2012

15% of cell phone users in the US utilize the device to look for health information. Source: Pew Internet & American Life Project, 3/2012

MORE Social Media Quick Facts Record for most tweets per second is 25,088-during 2011’s annual TV broadcast of Castle in the Sky in Japan. Source: Geekosystem

Previous record for most tweets per second was 13,684-curing a Champions League soccer match between Barcelona and Chelsea in April. 12,233-durring the New York Giants’ game-winning drive in Super Bowl in February. Source: CNET

Zynga, creator of games like Words With Friends, Cityville, and Indiana Jones, was responsible for 12% of Facebook’s total revenue in 2011. Source: Forbes

Searching for the phrase “How to land an airplane” on YouTube brings up 171 results. Source: YouTube

MORE Social Media Quick Facts

Most followed pinner on Pinterest is Jane Wang, with more than 1.5 million followers. She is Pinterest co-founder Ben Silbermann’s mother. Source: Zoomsphere

In February, most repinned image on Pinterest was a photo of a woman’s closet. The tenth-most repinned image was a photo of a bookshelf. Two of the top ten were pictures of cookies. Source: Pinfaves

Image courtesy of Kate T.

MORE Social Media Quick Facts The location with the most Foursquare check-ins is Hartsfield-Jackson Atlanta International Airport, with more than 632,000 check-ins. It’s followed by airports in Los Angles (LAX), San Francisco, and New York (JFK). By comparison, Disneyland has 200,000 total check-ins. Source: Foursquare

Disneyland is, however, the second-most photographed location on Instagram. The first is AT&T Park in San Francisco, home of the Giants baseball team. Source: (Instagram)

Top three brands on Facebook are Coca-Cola, Disney, and Starbucks; all consumer brands. The top three brands on Google Plus are Android, Mashable, and Chrome; all in technology field. Source: Pardot

NEXT STEPS Injury Center

Protecting the Future

Continue collective efforts to respond to emerging trends

Support proven and promising interventions and policies to address injuries and violence

Put injury and violence prevention on the map as the premier public health achievement of the decade!

http://www.cdc.gov/injury/anniversary/about.html

Thank You!

For more information please contact Centers for Disease Control and Prevention

1600 Clifton Road NE, Atlanta, GA 30333

Telephone: 1-800-CDC-INFO (232-4636)/TTY: 1-888-232-6348

E-mail: cdcinfo@cdc.gov Web: http://www.cdc.gov

The findings and conclusions in this report are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention.

National Center for Injury Prevention and Control