Place-based communication methods and prior knowledge increase public perceptions regarding West Nile virus risk and...

Incidences of emerging and re-emerging infectious diseases are increasing as disease vector populations and habitats expand due to climate change. Public health organizations must communicate effectively to guide public health behaviors to safeguard against vector-borne diseases. Specifically in Colorado, West Nile virus (WNV) burden is increasing.

In this study, we used the Health Belief Model (HBM) as a theoretical framework to examine public risk perceptions and behaviors related to WNV and changes in these constructs related to different forms of messaging. We utilized a survey experiment with n = 358 participants across Colorado, testing the impact of four communication interventions spanning social media infographics, narrative messaging, and place-based risk information, including trailhead infographics and risk heatmaps.

We found that any form of messaging about WNV statistically increased some HBM constructs regarding personal protective behaviors. However, the infographic displayed at a trailhead and the heatmap interventions led to statistically significant increases in more HBM constructs. Additionally, higher pre-existing knowledge about WNV increased the magnitude of change in perceived susceptiblity induced by the interventions.

This study suggests that public health organizations could utilize place-based information regarding real-time, real-place risk to guide public health decision-making during emergence of vector-borne infectious diseases. Additionally, there appears to be a synergy of messaging with a beneficial effect of pre-existing knowledge, highlighting the need for diverse, longitudinal messaging strategies to reach people multiple times.