Creativity in Health Communication to Promote Blood Lead Testing in Children

Area of Science:

• Public Health
• Health Communication
• Pediatric Health

Background:

• Persistent low rates of blood lead level (BLL) screening in young children are a significant public health concern in the U.S., with Texas reporting rates below the national average.
• A common misconception among parents and providers is that lead poisoning is a historical issue, not a current threat to children's health.

Purpose of the Study:

• To describe a multiyear, multipartner initiative designed to increase BLL screening rates among young children in Texas.
• To evaluate the effectiveness of a creative, community-informed social media campaign in raising awareness and driving engagement with lead screening resources.

Main Methods:

• Conducted interviews with parents, healthcare providers, and state health department staff to understand perceptions of lead poisoning.
• Developed and implemented a social media campaign, "#GetLeadCheckedTexas," using humorous messaging and graphics comparing extinct animals to lead poisoning.
• Launched the campaign on state health department channels during National Lead Poisoning Prevention Week (October 2020).

Main Results:

• The campaign successfully increased page views for lead screening resources, with a notable impact on providers.
• Website analytics indicated substantial engagement with the campaign's messaging and resources.
• While intended for parents, the campaign resonated more strongly with providers, potentially due to its timing and dissemination through official channels.

Conclusions:

• Creative communication strategies, inspired by traditional advertising, can be effective in raising public health awareness and promoting health priorities.
• Audience research, humor, and human-focused messaging are valuable tools for cutting through information clutter and engaging target audiences on critical childhood health issues.
• The initiative highlights the potential of innovative social media approaches to address persistent public health challenges like low childhood lead screening rates.