Using Geographic Information Systems for Targeted Implementation of Health Communications Campaign B

1
Using Geographic Information Systems for Targeted
Implementation of
Health Communications Campaign - Buenos Dias,
Artritis Jacqueline S. Tompkins, MPH, CHES and
Pamela Ford-Keach, MS
Background The goal of the California Arthritis
Partnership Program (CAPP) is to improve the
quality of life of Californians affected by
arthritis and other rheumatic conditions through
increased awareness of the importance of physical
activity and self-management, and increased
access to evidence-based interventions. CAPP
works closely with the states four Arthritis
Foundation Chapters for program delivery and
health communication campaign implementation.
Strategic Implementation using GIS In a state
as large as California, and with limited
resources, it is critical that public health
messages be implemented in the most appropriate
geographical areas to reach the desired target
population. By combining layers of U.S. Census
Demographics data with county-level arthritis
prevalence data from the California Health
Interview Survey (CHIS), CAPP was able to
efficiently target zip codes in the Los Angeles
Area where the prevalence of Hispanics with
arthritis and opportunities for multi-channel
campaign message saturation were greatest.
2005 CHIS Data
2000 U.S. Census Data
Public Health Problem Arthritis affects over 5.6
million adult Californians (22). Arthritis is
the most commonly reported cause of disability
and the third leading cause of work limitation in
the United States. Although the prevalence of
arthritis among Hispanic adults is lower than for
White adults in California (14 and 28,
respectively), Hispanic adults experience a
higher proportion of arthritis-attributable work
limitations and severe joint pain. Regular,
moderate physical activity for people with
arthritis is safe, improves function, reduces
pain, and is part of a comprehensive
self-management program. The rate of physical
activity among people with arthritis varies among
ethnic/racial groups. Source State of
California, Department of Public Health,
Behavioral Risk Factor Surveillance System
(BRFSS), 2005.
Public Health Strategy Health Communications
Campaign The Centers for Disease Control and
Prevention (CDC) produced a Spanish-language
health communications campaign titled Buenos
Dias, Artritis designed to target
Spanish-speaking individuals age 45-64 years.
Buenos Dias, Artritis is designed to raise
awareness of physical activity as a way to mange
arthritis pain and increase function, and to
increase knowledge of appropriate physical
activity, and confidence in ability to increase
physical activity.
CAPP was awarded a silver award from the National
Public Health Information Coalition (NPHIC) for
using the GIS technology to target the
implementation areas of the campaign.
Samples of Campaign Print and Environmental
Advertising

• Community Partner Arthritis Foundation
  Southern California Chapter (AFSC)
• Materials delivered through three channels of
  advertising (1) Environmental bus placards, (2)
  Print brochures in community and partner
  locations, (3)Home-to-hand door-hangers and
  bill stuffers
• The evaluation portion of the campaign has been
  primarily done in conjunction with the CDC.
  Evaluation components include (1)
  screening/demographic, (2) measurement of
  exercise, (3) general knowledge of arthritis, (4)
  measurement of campaign awareness, (5)
  communication effectiveness, (6) response to the
  campaigns call to action, (7) intent to respond
  to campaigns call to action, (8) self-management
  of arthritis or joint pain, and (9) media usage.
  CAPP and AFSC submitted a pilot site report to
  CDC. Lessons learned will be shared nationwide
  and guide future implementations. Preliminary
  Results Across the 4 sites of the controlled
  evaluation, preliminary results suggest an
  increase in confidence (self-efficacy) for
  reducing arthritis pain with exercise, and an
  increase in exercise.

California Arthritis Partnership Program
www.cdph.ca.gov/programs/CAPP