Impact of a multimedia campaign to increase intention to call 9-1-1 for stroke symptoms, upstate New York, 2006-2007.
BACKGROUND
Many people are not aware of stroke symptoms, the need for emergency care for those symptoms, and that calling 9-1-1 is recommended. The New York State Department of Health developed and implemented a multimedia campaign to increase stroke symptom awareness and awareness of the need to call 9-1-1.


METHODS
The evaluation of the campaign's impact was a pre/post intervention matched comparison design. A random-digit-dialed list-assisted telephone survey was administered to measure reach of the campaign and change in intention to seek emergency care for stroke by calling 9-1-1 in response to 4 signs or symptoms.


RESULTS
A larger proportion of respondents in the intervention region than in the comparison region reported seeing a stroke advertisement and reported the advertisement's message was to call 9-1-1. There was a significant increase between baseline and follow-up in intention to call 9-1-1 for the 4 stroke symptoms. These increases were greater in the intervention region than the comparison region. The differences between intervention and comparison groups in the increases in intention to call 9-1-1 ranged from 9% to 12% for specific stroke symptoms identified in oneself and from 4% to 12% for symptoms identified in another person.


CONCLUSIONS
This multimedia campaign effectively increased intention to call 9-1-1 for stroke symptoms in the intervention region compared with a region matched for demographics and stroke rates. Multimedia campaigns are effective in increasing awareness of stroke symptoms and intention to immediately call 9-1-1.
University at Albany School of Public Health, Department of Health Policy, Management, and Behavior, Rensselaer, NY 12144, USA. jjurkowski@albany.edu
Janine M
JM
Jurkowski
Dayna M
DM
Maniccia
Deborah A
DA
Spicer
Barbara A
BA
Dennison
D000328:Adult; D000329:Advertising; D003625:Data Collection; D004631:Emergency Medical Service Communication Systems; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D033182:Intention; D019212:Multimedia; D009518:New York; D011635:Public Health Administration; D020521:Stroke / Q000517:prevention & control*