Case Study
Case Study: 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.
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