Abstract P688: North Dakota Mission: Lifeline Stroke Public Awareness Survey Campaign Results Indicate Significant Improvements

Abstract

The American Heart Association (AHA) Mission: Lifeline Stroke program is a 3-year initiative in North Dakota which aims to improve guideline-based care of stroke patients. Improving outcomes involves widespread awareness of stroke symptoms, early recognition, and timely access to emergency health care services. The purpose was to evaluate effectiveness of the public awareness campaign through a pre and post survey in 2018 and 2020 which assessed knowledge of the F.A.S.T acronym, actions and behaviors when stroke is suspected, and media preferences. The AHA commissioned Marketing & Advertising Business Unlimited, Inc., to conduct four hundred phone interviews in 2018 and 2020. Residents were randomly selected from a list of 24,000 landlines and 8,000 mobile phones. Data was weighted by gender, age, and region to conform to the latest statewide census. The survey had a 4.9% margin of error and a 95% confidence interval. Respondents reported having learned the signs and symptoms of stroke increased from 47.0% in 2018 to 68.3% in 2020. Awareness of symptoms changed as follows from 2018 to 2020: face related 30.0% to 43.1%; arm related 17.0% to 32.8%; speech related 39.0% to 41.0%. When asked what they would do first if stroke was suspected “Call 9-1-1- immediately” 64.0% to 70.7%, assess for F.A.S.T. symptoms then call 9-1-1 3% to 14.2%, drive themselves to the hospital 14% to 7.3% respectively in 2018 to 2020 . When asked if It would be better to transport someone experiencing stroke symptoms to a hospital by personal vehicle because driving could be faster than an ambulance in 2020 65% urban and 46% rural respondents disagreed. Media preferences were: 1) F.A.S.T. acronym over other longer options, 2) visuals with real humans 3) tagline “Care Starts When You Call”. In 2020 60% of respondents recalled advertisements about stroke signs and symptoms in the past 12 months. They recalled seeing messaging on: TV: 74.1%, Facebook: 20.1%, Radio: 19.1%, Billboard: 14.1%. Overall, the ND M:L public awareness communications were shown to have improved stroke symptom awareness and inclination to activate emergency services during a potential stroke. A preference for private vehicle presentation was noted in the rural cohort where transport time appears to be an influencing factor.

Tackling Rising Cases of Stroke and Hypertension Among Young Adults Through Strategic Communication in Nigeria

“…Although, media enlightenment campaigns and public education aimed at influencing positive attitude and behaviour to sudden stroke attacks, media campaigns have little impact on public behaviour (Flynn et al, 2014). Disrupting progression of stroke, according to Cook et al, (2021), depends largely on effective awareness, early detection of stroke symptoms and timely access emergency health care services. There are region-specific barriers, cultural and social impediments to obtaining stroke care at emergencies (Naftchi et al, 2021).…”