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 15 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!