The slide deck offers an example set of message maps for the foodborne pathogen Listeria monocytogenes, which is the third leading US cause of death from foodborne illness. (www.MessageMaps.org)

1. Message Maps for Foodborne Outbreaks and Product Recalls
Listeria monocytogenes
www.MessageMaps.org | Rusty Cawley, APR
Sources: US Centers for Disease Control and PrevenDon
US Food and Drug AdministraDon
US Department of Health and Human Services

2. Stakeholders: General public or news media
Ques8on : What is listeria monocytogenes?
Key message 1 Key message 2 Key message 3
Listeria monocytogenes is
the third leading US cause
of death from foodborne
illness.
People generally acquire
listeria by eaDng
contaminated food.
CDC esDmates 1,600 US
cases annually.
SupporDng informaDon 1-1 SupporDng informaDon 2-1 SupporDng informaDon 3-1
It is a hardy, Gram-posiDve,
rod-shaped bacterium.
Common vectors include
deli meats, raw dairy, and
raw sprouts.
It is parDcularly dangerous
to pregnant women and
their newborns.
SupporDng informaDon 1-2 SupporDng informaDon 2-2 SupporDng informaDon 3-2
Unlike many other germs, it
can grow in temperatures
below freezing.
Symptoms may appear
between 3 and 70 days
aUer exposure.
Severe infecDons have a
fatality rate of 15% to 30%.
SupporDng informaDon 1-3 SupporDng informaDon 2-3 SupporDng informaDon 3-3
It is parDcularly persistent
in food-manufacturing
environments.
The illness may last days or
even weeks.
About 260 people die from
the illness annually in the
United States.

3. Stakeholders: General public or news media
Ques8on : What disease do listeria bacteria cause?
Key message 1 Key message 2 Key message 3
An infecDon of listeria is
called listeriosis.
DuraDon depends on the
health of the infected
person.
Pregnant women and their
newborns are at high risk.
SupporDng informaDon 1-1 SupporDng informaDon 2-1 SupporDng informaDon 3-1
Unlike other bacteria,
listeria spread through the
body from cell to cell.
Moderate symptoms
include fever, muscle aches,
nausea, vomiDng, or
diarrhea.
So are the elderly and
anyone with weak
immunity.
SupporDng informaDon 1-2 SupporDng informaDon 2-2 SupporDng informaDon 3-2
It moves through the
bloodstream rather than
the intesDnal tract.
Severe cases may spread to
the nervous system.
Leukemia paDents are also
at high risk.
SupporDng informaDon 1-3 SupporDng informaDon 2-3 SupporDng informaDon 3-3
Fewer than 1,000 cells may
trigger an infecDon.
Severe symptoms include
sDff neck, headache,
confusion, and convulsions.
At-risk populaDons with
symptoms should consult a
doctor immediately.

4. Stakeholders: General public or news media
Ques8on : What can people do to avoid the pathogen?
Key message 1 Key message 2 Key message 3
Avoid eaDng foods
associated with listeria
outbreaks.
Treat deli meats and hot
dogs with extra care.
PracDce good habits of food
safety.
SupporDng informaDon 1-1 SupporDng informaDon 2-1 SupporDng informaDon 3-1
This include raw milk and
products made from raw
milk.
Promptly refrigerate deli
meats and hot dogs.
Wash hands, utensils, and
surfaces aUer handling
uncooked foods.
SupporDng informaDon 1-2 SupporDng informaDon 2-2 SupporDng informaDon 3-2
Also, raw or lightly cooked
sprouts.
Keep juice away from food,
utensils, or surfaces.
Rinse all raw produce
thoroughly.
SupporDng informaDon 1-3 SupporDng informaDon 2-3 SupporDng informaDon 3-3
Avoid cut melons leU at
room temperature for more
than 4 hours.
High-risk groups should
heat hot dogs and deli
meats before eaDng.
Thoroughly cook all raw
animal products to safe
internal temperatures.

5. Stakeholders: General public or news media
Ques8on : What can sick people to manage the disease and its symptoms?
Key message 1 Key message 2 Key message 3
Most people will recover
within a few days.
Pregnant women are far
more suscepDble to
listeriosis.
They should see a doctor
when symptoms first
appear.
SupporDng informaDon 1-1 SupporDng informaDon 2-1 SupporDng informaDon 3-1
Some will show no
symptoms at all.
Symptoms will resemble
mild flu.
So should the elderly and
anyone with weak
immunity.
SupporDng informaDon 1-2 SupporDng informaDon 2-2 SupporDng informaDon 3-2
Drink plenty of fluids to
avoid dehydraDon.
But the disease can infect
the unborn child.
The disease is diagnosed
with a bacterial culture.
SupporDng informaDon 1-3 SupporDng informaDon 2-3 SupporDng informaDon 3-3
Watch for advanced
symptom, such as sDff neck,
headache, confusion, or
convulsions.
This can trigger miscarriage,
sDllbirth, or lifelong health
issues.
AnDbioDcs can help if
administered promptly.

6. A word of cauDon
• The message maps in this document should
serve only as examples, and not necessarily as
final products to be deployed in the field.
• You should work with your subject-maber
experts to develop your own set of message
maps about this pathogen, preferably in
advance of an outbreak.

7. References
• Centers for Disease Control and PrevenDon, Listeria (Listeriosis), hbps://
www.cdc.gov/listeria/index.html, Updated June 29, 2017. Accessed online May 25,
2018.
• Food and Drug AdministraDon. Bad Bug Book, Foodborne Pathogenic
Microorganisms and Natural Toxins. Second EdiDon. [Listeria monocytogenes, pp.
99-037]. 2012.
• "Listeria." FoodSafety.gov. August 24, 2009. Accessed May 25, 2018. hbps://
www.foodsafety.gov/poisoning/causes/bacteriaviruses/listeria/index.html.