communicating the risks of local and exotic mosquito-borne disease threats to the community through...
TRANSCRIPT
Communicating the risks of local and exotic mosquito-borne
disease threats to the community through social and
traditional media
Dr Cameron WebbMedical Entomology
University of Sydney & NSW Health Pathology
Email: [email protected]: @mozziebites
We’re changing the technologies we use to catch, count and kill
mosquitoes, why not look to new strategies for communications?
Traditional mosquito risk communication
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Getting social with our communications
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Connecting community and media
New threats, new focus?
An outbreak of fear, anxiety and panic?
The value of a media conference in digital age Zika virus and WHO University of Sydney
and Australian Science and Media Centre
Live and remote journalists; broadcast on ABC24
Post-media conference interviews (inc. NYT, Time Magazine, BBC)
Over 500 media items What was it worth?
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Traditional media, new audiences
What are all these media interviews worth?
Media outlet Number Audience Value
TV 22 2,649,000 $473,881
AM Radio 59 2,966,700 $807,710
FM Radio 11 256,800 $31,462
Print Media 51 2,984,226 $203,247
Online Media 19 17,294 $71,182
TOTAL 162 8,874,020 $1,587,482
Data: November 2015-March 2016, iSentia
Explaining what works and what doesn’t
Webb CE (2015) Are we doing enough to promote the effective use of mosquito repellents? Medical Journal of Australia 202: 128-129.
First line of defence remains personal protection measures
Disconnect between advice provided, community interest and commercial products
Embracing social media to connect mass media and public health advocacy in modern Australia
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Do “mosquito repellent bands” work? Rarely addressed in communications Study published in 2009 in “General
and Applied Entomology” Wrote a blog post in 2014 Widely shared on social media Most read blog post (>125k views) Common point of contact for blog Local and international media
reference and contact Does it make a difference?
Can writing a blog stop people getting sick?
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Blog post article Publication date Views
Do mosquito repellent wrist bands work? 25 Nov 2013 125,400
Testing the claims of new mosquito repellents 25 July 2013 24,457
Busting five myths of mosquito repellents 22 July 2013 29,130
Are mosquito coils making us sick? 26 Apr 2015 18,455
Should we mix mosquito repellents and sunscreens?
27 July 2014 8,547
Mosquito Repellent Guidelines 10 Jan 2013 5,566
Why don’t mosquitoes spread Ebola? 20 Oct 2014 3,304
How many people read blog posts?
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The Conversation article Publication date Views
Why mosquitoes seem to bite some people more 26 Jan 2015 1.345M
Should I throw away food once a fly has landed on it? 24 Dec 2015 670,600
Despite ‘barely there’ trends, pubic lice are here to stay 11 Feb 2016 94,233
Here’s how you beat ‘indestructible’ head lice 5 Aug 2016 35,884
A user’s guide to repellents 4 Jan 2013 49,585
Taking the ouch and itch out of insect bites 19 Apr 2012 37,506
Does Zika virus pose a threat to Australia 26 Jan 2016 23,105
Tackling the tricky task of tick removal 21 May 2014 22,284
Tracking the audience for The Conversation
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How else can you use the data?
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Should we be “public health content providers”? Social media is becoming increasingly essential Provides connection between community and
experts/local authorities (via media) It doesn’t have to be you; encourage your media
and communications teams Improvements in “cutting edge” surveillance
technologies must be matched with community connections promoting personal protection
Summary
Thank you!
Join the conversation
Visit my website: http://cameronwebb.wordpress.com
Email: [email protected]
Follow me on Twitter: @mozziebites