1. Public Perceptions on Pandemic Influenza
Alan P. Janssen, MSPH
National Center for Immunization and Respiratory Diseases

2. Public Perceptions on Pandemic Influenza
“A few years ago , the phrase “the next pandemic” would have been meaningless to most. Globalization and global mobility provide outstanding opportunities for pathogenic bugs of all kind”
Next Now - Trends for the Future
Salzman and Matathia 2006

3. Public Perceptions on Pandemic Influenza
Objectives
Review pandemic messages in the media
Discuss public pandemic perception
Summarize focus group and survey results

4. Public Perceptions on Pandemic Influenza
Messages in the Media

5. Public Perceptions on Pandemic Influenza Messages in the Media
Weekly Pandemic News Stories Trends
Human to Human Transmission
Presidents
Announcement

6. Public Perceptions on Pandemic Influenza Messages in the Media
Top Ten Pandemic Messages
Bird flu could cause human pandemic
Foreign death from bird flu
State/local agencies prepare for bird flu
Foreign bird flu spreading
Pandemic flu can kill thousands/millions

7. Public Perceptions on Pandemic Influenza Messages in the Media
Top Ten Pandemic Messages
(Cont.)
6. Foreign case of bird flu reported
7. Foreign outbreak of bird flu reported
8. Pandemic flu containment plan developed
9. H5N1 strain referenced
10. Foreign human to human transmission reported

8. Top 10 Pandemic Influenza News Messages by Month for 2005
Public Perceptions on Pandemic Influenza Messages in the Media
Top 10 Pandemic Influenza News Messages by Month for 2005
Frequency

9. Top 10 Pandemic Influenza News Messages by Month for 2006
Public Perceptions on Pandemic Influenza Messages in the Media
Top 10 Pandemic Influenza News Messages by Month for 2006
Frequency

10. Public Perceptions on Pandemic Influenza
Focus Group Results

11. Public Perceptions on Pandemic Influenza Focus Group Results
August, 2005
Awareness regarding pandemic influenza varied across participants but was generally low
The term “vaccine priority groups” had strong negative connotations
There was little sense of urgency among health care providers

12. Public Perceptions on Pandemic Influenza Focus Group Results
August, 2005 (cont.)
Most health care providers would contact infectious disease specialists for information
Initial reactions to information generally produced strong negative reactions and a strong desire to learn personal protective actions
Since people are often asked to make subtle distinctions, communications can be challenging

13. Public Perceptions on Pandemic Influenza Focus Group Results
July, 2006
Awareness of bird flu was high
Knowledge of bird flu varied, but remains generally limited – despite high awareness and intense media coverage
Bird flu continues to generally be perceived as remote

14. Public Perceptions on Pandemic Influenza Focus Group Results
July, 2006 (cont.)
The most common reason given for lack of preparation was lack of immediacy
Frequency of news coverage often used to establish level of risk
Preparation for an emergency lasting several weeks generally perceived as unrealistic
Those people who were prepared were more knowledgeable

15. Public Perceptions on Pandemic Influenza Focus Group Results
October, 2006
All participants were at least aware of bird flu
Participant knowledge of “and “pandemic flu” was lower than bird flu”
Pandemic influenza is not a concern of participants

16. Public Perceptions on Pandemic Influenza Focus Group Results
October, 2006 (cont.)
Participants preferred materials on the topic to have a serious tone
Participants expressed a desire for concrete details
Doer’s (prepared) were more knowledgeable and concerned

17. Public Perceptions on Pandemic Influenza Focus Group Results
January, 2007
Awareness and understanding of the term “pandemic flu” were somewhat limited
When asked to associate words with the term “pandemic flu”, participants mentioned “epidemic”, “bubonic plague”, “bird flu”, “widespread”, “worst”, “serious”, “fear”
Participants were uncertain about whether or not there is a vaccine for pandemic flu.

18. Public Perceptions on Pandemic Influenza Focus Group Results
January, 2007 (cont.)
A few participants thought that pandemic flu is media hype
Most participants had heard the term “bird flu” but the majority did not relate it to pandemic flu
A few participants thought that a pandemic today would be less serious today because of medical advances

19. Public Perceptions on Pandemic Influenza Focus Group Results
Public Surveys

20. Public Perceptions on Pandemic Influenza Survey Results
Do you think a seasonal flu shot would protect you from getting pandemic flu?
Yes 34%
No 45% Not Sure 21%
Source: American Institutes for Research January, n= %