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FOR BETTER HEALTH OUTCOMES

Creating Evidence-Based RSV and COVID-19 Messages for Pregnant Women and Infant Caregivers

Background

Respiratory syncytial virus (RSV) is a common infection that can cause serious illness and hospitalization for infants. Similarly, COVID-19 is a serious respiratory virus that can cause severe illness and hospitalization for pregnant women, infants, and young children. Through funding from a 5-year CDC Cooperative Agreement*, Karna supported the National Center for Immunization and Respiratory Diseases, Coronavirus and Other Respiratory Viruses Division by:

  • Conducting formative research
  • Developing research-based communication products

At-A-Glance

Strategies and Capabilities

RESEARCH

    • Conducted literature review and environmental scan of existing research and health communications about RSV and COVID-19
    • Conducted two sets of focus groups with diverse groups of parents, caregivers, and pregnant women to understand attitudes, risk perception, prevention behaviors, and to test messages and visuals

RESOURCE DEVELOPMENT

    • What we’ve done: Created evidence-based social media content and posters to educate and increase awareness about RSV risk, prevention measures, maternal immunizations and infant immunizations to be disseminated by partners in clinics and online
    • What we’re doing: Creating evidence-based COVID-19 communications products for patient and provider audiences, informed by the latest focus group findings

PROJECT HIGHLIGHTS

RSV Focus Group Highlights

  • Awareness of RSV was high but knowledge about it was low, including about available vaccine options.
  • Parents of newborns were more likely to know about the vaccine than pregnant participants.
  • Participants were unlikely to make vaccination decisions based on what they read or saw but were more motivated to talk to their healthcare provider after viewing many of the materials.
  • Participants preferred a call-to-action encouraging them to talk to their healthcare provider as opposed to directive advice on getting vaccines.

COVID-19 Focus Group Highlights

  • Participants lacked concern about contracting COVID-19 for themselves and their children, had little to no awareness of long COVID.
  • Basic knowledge about viruses, how a vaccine provides protection, current government recommendation for COVID-19 vaccinations were all very low.
  • Many participants wanted more data on vaccine efficacy and safety before they trust it.
  • Nearly everyone discussed how they trust healthcare providers as a source of information about vaccines.
  • In general, participants wanted messaging to have more information, data, and the source of information.

*This project is supported by the Centers for Disease Control and Prevention of the U.S. Department of Health and Human Services (HHS) as part of a financial assistance award totaling approximately $2.7 million over 2 years using tailored approaches to establish, enhance, and sustain partnerships that address the health of pregnant and postpartum women, with 100 percent funded by CDC/HHS. The contents are those of the author(s) and do not necessarily represent the official views of, nor an endorsement, by CDC/HHS, or the U.S. Government.