If you build it, will they come? The necessity of strategic communication for successful technology introduction Scott Wittet, PATH WRIHC Conference April 4, 2009

Awareness raising & demand creation (community and family) Advocacy (policymakers, advisors, donors) Training (health staff) Media relations and outreach Guidelines and standards Crisis communications Communication skills training Aspects of communication

Awareness raising & demand creation (community and family)

Advocacy (policymakers, advisors, donors)

Training (health staff)

Media relations and outreach

Guidelines and standards

Crisis communications

Communication skills training

The HPV-cervical cancer link HPV (human papillomavirus) is the primary cause of cervical cancer Annually cervical cancer affects 490,000 women, with more than 270,000 deaths About 85% of women dying from cervical cancer reside in developing countries

HPV (human papillomavirus) is the primary cause of cervical cancer

Annually cervical cancer affects 490,000 women, with more than 270,000 deaths

About 85% of women dying from cervical cancer reside in developing countries

Cervical cancer incidence 2002 Central and South America 71,862 Europe 59,931 North America 14,670 Africa 78,897 Asia 265884 Ferlay J, Bray F, Pisani P, Parkins DM; International Agency for Reserch on Cancer (IARC). GLOBOCAN 2002: Cancer Incidence, Mortality, and Prevalence Worldwise. Lyon, France: IARCPress; 2004. CancerBase No. 5, version 2.0.

* Prevent HPV infection vaccination of girls or lifelong abstinence * Prevent progression to cancer screening and treatment of adult women Two ways to prevent disease

* Prevent HPV infection vaccination of girls or lifelong abstinence

* Prevent progression to cancer screening and treatment of adult women

Comm 101: What’s in a name? Cervical cancer vaccine or HPV vaccine or STI vaccine? Concerns about stigma Results from US* High coverage in Peru, Uganda, Vietnam * Leader AE et al. Effects of information framing on human papillomavirus vaccination. J Womens Health (Larchmt). 2009 Feb;18(2):225-33

Cervical cancer vaccine or HPV vaccine or STI vaccine?

Concerns about stigma

Results from US*

High coverage in Peru, Uganda, Vietnam

Parents Why vaccinate? Why screen? How to access services? Providers Disease burden? Clinical skills? Decision-makers Long-term financing? Political landscape? Impact on constituents? Key communication needs

Parents

Why vaccinate? Why screen? How to access services?

Providers

Disease burden? Clinical skills?

Decision-makers

Long-term financing? Political landscape? Impact on constituents?

Interpret the science for diverse audiences Parents and girls Providers and decision-makers Document support Promote comprehensive programs Advocacy and communication strategies

Interpret the science for diverse audiences

Parents and girls

Providers and decision-makers

Document support

Promote comprehensive programs

Science on the web www.path.org/cervicalcancer www.RHO.org

www.path.org/cervicalcancer

Document evidence of support Over 370 letters, op-eds and other statements of support for cervical cancer prevention from +1,200 signatories to the Global Call to Stop Cervical Cancer Dossier compiled by

Makes public health sense Brings more partners to the table Reduces competition between screening and vaccination Promote comprehensive programs

Makes public health sense

Brings more partners to the table

Reduces competition between screening and vaccination

Injection safety in Nepal “ We were already thinking about trying to clean up the dirty syringes and other waste, but weren’t sure how to do it. We thought we had to buy a big incinerator which costs around US$13,000. But we could never have that unless it was donated.” Chief, Environmental Division, City of Hetauda, Nepal

Introduction challenges Safer burning… but is “harm reduction” enough? Who knows what’s best for the community? Not high tech enough? Not enough time / budget?

Safer burning… but is “harm reduction” enough?

Who knows what’s best for the community?

Not high tech enough?

Not enough time / budget?

“ Previously I had to manage my waste in a hidden way, secretly. But now I can proudly do the right thing.” Health Post In-Charge, Santapur “ Do the villagers mind the smoke from the concrete ring burner? Remember, before we had this burner their children would come home with dirty syringes and farmers would find bloody gauze floating in their irrigation ditches. No, they don’t mind the smoke we sometimes make—they feel the community is much cleaner and safer now.” Health Post Chief, Manahari

Thank you Scott Wittet Advocacy and Communication PATH Cervical Cancer Programs [email_address] www.path.org/cervicalcancer www.RHO.org