Today

							  Update on The AF Public Health
 Strategic Initiatives and Activities
CDC State Arthritis Program Meeting
             July 22, 2009


        Patience White, MD, MA
      Chief Public Health Officer
         Arthritis Foundation
Objectives of Today’s Presentation

   Discuss Update to AF strategic Initiatives and
    Activities
      Inflammatory Arthritis Initiative

      Osteoarthritis Initiative

      5 year PH plan for the US

      Increase reach and numbers of AF evidence
       based programs
      PH Advocacy
                Our Mission
   The mission of the Arthritis Foundation
    is to improve lives through leadership in
    the prevention, control and cure of
    arthritis and related diseases.
   Focus: OA, RA, JA
   Mission Delivery
       Public Health
       Research
       Advocacy
AF PH Strategic Directions/Activities

        Facilitate referral of people with high probability of
         inflammatory joint disease to Rheumatologists

        Launch nationwide Osteoarthritis Prevention and
         Control initiative-Ad Council OA Campaign 2010

        Develop a 5 year PH plan for the US

        Increase the reach of AF evidence based programs
         and the offerings of evidence based programs

        Advocate for the CDC and preventive, quality care
         for all
Inflammatory Arthritis (IA) Initiative:
a health system change initiative
(see hand out)

      Goal:
       To facilitate early diagnosis and treatment of
       people with IA
      Objectives:
          Through PCP partnerships, improve their ability to
           efficiently diagnose IA and refer to rheumatologists

          Improve the outcome of people with inflammatory
           arthritis through early diagnosis and treatment
Update on IA Initiative

   In 2007
       Strategy outlined in the NIH 2007 Stakeholder
        group meeting recommendations
        report:http://www.cirpd.org/arthritis/report
        /cfm/index.cfm?service=main&page=intro)
        .
   In 2008:
       RA Health Tips
        with ACP for
        patients in PCP
        offices
Update on IA Initiative
   In 2009

       Develop case finding screening tool-identify those at
        high risk of inflammatory arthritis for referral

       Place “it is time to make the call” in TV spots in two US
        cities with early dx clinics to ascertain # uninsured due
        to lack of insurance would not have received Rx

       Collaborate with NACCD on Abbott early RA grant

   In 2010

       Publish early diagnostic guideline for PCP with ACR
        and ACP

       Test the case finding tool and process of early referral
        in QI ACP practices in 5 demonstration project sites
Osteoarthritis Initiative
Public Awareness Objectives (see handout)
      Raise awareness-arthritis is serious and OA is a
       major cause of disability

      Dispel the myths-OA is inevitable and only for old
       people

      Outline simple OA disability prevention measures

      Increase participation in AF and AF EB programs

      Increase fund raising and public policy impact
OAI Measurable Outputs
   Partner with OAI researchers to create a
    risk assessment tool for the public

   Improve reach by increasing
       partners
       participation in chapter EB programs and
        services
       # of people attending expanded OA
        educational programs
       # of people with OA who look to the AF for help

    (measured by number and names in Team
      Approach)
OAI Measurable Outputs
   Measure media reach:
       Complete baseline and post brand awareness survey
       Increase in page views, return visitors and social
        networking activity on the campaign, Arthritis Today
        website and Letsmovetogether websites
       Increase in the number of information requests to the toll-
        free number
       Increase in impressions for ads placed across all media
        channels
        Increase in reactive and proactive media stories about OA

   Increase number of volunteers engaged with the AF

   Increase support for mission activities

    (measured by number and names in Team
      Approach)
OA Initiative: two components

   Public awareness campaign

   AF activities in conjunction with the
    Awareness Campaign
Update on the Awareness Campaign:
      Ad Council Partnership

   A high profile national campaign that
    leverages public service announcements to
       Help people with OA understand how they can
        effectively control their pain and disease
        progression.
       Make people with OA aware that the Arthritis
        Foundation offers evidence-based programs that
        will help them
       Connect OA patients with the OA Alliance, the
        Arthritis Foundation, an AF Chapter in their
        community and other partners.
The Ad Council
Experts in Public Service Ads
   Leading producer of public service
    advertising since 1942

   Average campaign results in 50,000-
    70,000 Web visits a month

   Average campaign earns $30-40 million
    annually in donated media

   Success Examples
       Big Brother Big Sisters - Over 12 months, mentoring inquires
        rose six-fold to over 600,000
       Autism Speaks – In one year awareness of autism rose 35%
Ad Council’s Mission

To identify a select number of significant public issues
     and stimulate action on those issues through
 communications programs that make a measurable
                difference in our society.
     How an issue (arthritis) became an
     Ad Council campaign
     1. Identify pressing social issues, potential partners and
            funders (Ad Council, Advisory Committee)
     AF approached the Ad Council about Arthritis and OA
       as an pressing public health issue in early 2008



             2. Refine message, develop proposal
            (Ad Council staff, Campaign sponsors)
              AF developed proposal with core message:
           Arthritis is serious (millions of people with OA)
              There is something you CAN DO about it
               Disability from arthritis is preventable
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        How an issue (arthritis) became an
        Ad Council campaign
          3. Review / acceptance of the campaign
                  (Executive Committee)
           AF presented to Exec committee in NYC,
         AF OA disability prevention message accepted



     4. Assign ad agency to begin campaign development
      Young and Rubicam chose AF OA campaign proposal
                           12/08



16
      OA Campaign Development Cycle

             Research & Planning Process


                                           Strategic
     Monitoring &                          Development
     Assessment                            Spring 2009




        Distribution/
      Media Outreach/                        Creative
        PR Launch                          Development
        Fall 2009 for                      Early Summer
      Launch Jan 2010                           2009
                         Production
                         Summer 2009
17
          Arthritis Foundation
        Ad Council OA Campaign

   Target audience
       Adults ages 50+


   Proposed message
       Moving is the best medicine-take action now!


   Two-fold call to action
       Action through education-know your risk and
        what you can do
       Involve people in the AF evidence based
        programs and services
    OA Initiative:
    AF and Ad Council Activities
   EDUCATE – Ad Council Landing page, Arthritis.org,
    Arthritis Today and Lets Move Together web pages
        Information all consumers need about OA, including the
         most effective treatments, management, and latest research
         breakthroughs.
        Increase OA patient education at the PCP office


   COMMUNICATE - OA Alliance Forums, OA PH 5
    year Plan
        Web based forums for people living with OA to share
         questions, hopes, frustrations and triumphs.
        AF/CDC OA Summit 2009: 70 organizations outlining the 5
         year PH agenda for the US; report Jan 2010
OA Initiative:
AF and Ad Council Activities

     PARTICIPATE – Life Improvement Series,
      Chapter OA Educational Programs
         In communities throughout the nation, the Arthritis
          Foundation provides evidence-based programs that
          empower people to manage their arthritis and expanded
          OA educational programs to learn about their arthritis


     ADVOCATE – Access to Healthcare
         Change the way our society views arthritis. Advocate for
          people with arthritis’ rights and influence government
          agencies by making their voice heard.
   OA Initiative: AF Activities
AF/Ad Council Web Landing Page
www.attackthepain.org*
       Up-to-date, relevant information
       In-depth, interactive)
       Education on ways to preserve joint
        health and prevent OA
       Risk assessment tool with NIH OAI
       Best treatments
       Future research
       Blogs and discussion boards


*one of many URL’s to be tested in focus groups
     AF OA Activities: Osteoarthritis Alliance
                at Arthritis.org

The   Osteoarthritis
Alliance provides an
Internet-based forum for
individuals to share
information, inspiration
and camaraderie.

   OA Alliance Landing Page
      Disease Center
      Pain Center

      Surgery Center
AF OA Activities:
CDC/AF Osteoarthritis Summit

   Follow on to NAAP
   70 Stake holders organizations met
    in 4/09 to develop % year OA PH
    plan for US
   Report to be released in 1/2010
   Develop 5 year PH plan in 2 areas:
       Intervention
       Policy and communication
AF OA Activities: Partnerships
American College of Physicians

   Developed OA health Tip for PCP office,
    developing Arthritis and Exercise health tip
    for 2 quarter 2010
   Offer LIS info/DVD clips through ACPF
    website
   Articles in ACP
    Internist
   Develop Arthritis
    Portal in 2010
AF OA Activities:
Chapter OA Education Programs
Partners (see handout)
     American College of Rheumatology
      and Allied Health Association
     American Association of Orthopedic
      Surgeons
     Weight Watchers Ambassadors
     American Council on Exercise
         Collaborate on articles and Fast Facts in
          email response to awareness campaign
AF Program and Services Update
   AF Aquatic and Exercise Program
    Updates
   Hispanic translation of new Exercise
    Program
   Step by Step Guide and Marketing
    Materials update (DVD to come)
   New Programs: WWE, Tai Chi, Fit and
    Strong!
   Partnership with Holiday Retirement
AF Program and Services Update

   Data Collection Options
       Scannable
       On line (PARIS)


   Grants (see summary handout):
       Type of Funding Mechanisms
       Eligible Applicants
AF PH Advocacy

   APCC bill-passed by the House
       PH components:
          Authorize state arthritis programs in all 50 states
          Authorize Interagency workgroup in HHS

          Authorize Public Awareness Campaign




   AF Health Reform Principles            (see hand out):
       Preventive, quality Health Care for all
AF PH Advocacy

 Working with CMS to explore
  reimbursement for AF EB programs
 AF/CC Congressional Briefings

  to highlight new CDC Data in 2008, 2009
 Participation in PH Coalitions
       Campaign for Public Health
       NACDD
       Trust for America’s Health
Objectives of Today’s Presentation

   Discuss Update to AF strategic Initiatives
    and Activities
       Inflammatory Arthritis Initiative
       Osteoarthritis Initiative
       Develop 5 year PH plan for the US
       Increase reach and numbers of AF evidence
        based programs
       AF PH Advocacy
        Our Vision:
A World Free of Arthritis Pain

 Questions and Answers…

        Discussion

        Thank you!