Communicating the risks of local and exotic mosquito-borne

disease threats to the community through social and

traditional media

Dr Cameron WebbMedical Entomology

University of Sydney & NSW Health Pathology

Email: Cameron.webb@health.nsw.gov.auTwitter: @mozziebites

We’re changing the technologies we use to catch, count and kill

mosquitoes, why not look to new strategies for communications?

Traditional mosquito risk communication

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Getting social with our communications

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Connecting community and media

New threats, new focus?

An outbreak of fear, anxiety and panic?

The value of a media conference in digital age Zika virus and WHO University of Sydney

and Australian Science and Media Centre

Live and remote journalists; broadcast on ABC24

Post-media conference interviews (inc. NYT, Time Magazine, BBC)

Over 500 media items What was it worth?

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Traditional media, new audiences

What are all these media interviews worth?

Media outlet Number Audience Value

TV 22 2,649,000 $473,881

AM Radio 59 2,966,700 $807,710

FM Radio 11 256,800 $31,462

Print Media 51 2,984,226 $203,247

Online Media 19 17,294 $71,182

TOTAL 162 8,874,020 $1,587,482

Data: November 2015-March 2016, iSentia

Explaining what works and what doesn’t

Webb CE (2015) Are we doing enough to promote the effective use of mosquito repellents? Medical Journal of Australia 202: 128-129.

First line of defence remains personal protection measures

Disconnect between advice provided, community interest and commercial products

Embracing social media to connect mass media and public health advocacy in modern Australia

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Do “mosquito repellent bands” work? Rarely addressed in communications Study published in 2009 in “General

and Applied Entomology” Wrote a blog post in 2014 Widely shared on social media Most read blog post (>125k views) Common point of contact for blog Local and international media

reference and contact Does it make a difference?

Can writing a blog stop people getting sick?

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Blog post article Publication date Views

Do mosquito repellent wrist bands work? 25 Nov 2013 125,400

Testing the claims of new mosquito repellents 25 July 2013 24,457

Busting five myths of mosquito repellents 22 July 2013 29,130

Are mosquito coils making us sick? 26 Apr 2015 18,455

Should we mix mosquito repellents and sunscreens?

27 July 2014 8,547

Mosquito Repellent Guidelines 10 Jan 2013 5,566

Why don’t mosquitoes spread Ebola? 20 Oct 2014 3,304

How many people read blog posts?

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The Conversation article Publication date Views

Why mosquitoes seem to bite some people more 26 Jan 2015 1.345M

Should I throw away food once a fly has landed on it? 24 Dec 2015 670,600

Despite ‘barely there’ trends, pubic lice are here to stay 11 Feb 2016 94,233

Here’s how you beat ‘indestructible’ head lice 5 Aug 2016 35,884

A user’s guide to repellents 4 Jan 2013 49,585

Taking the ouch and itch out of insect bites 19 Apr 2012 37,506

Does Zika virus pose a threat to Australia 26 Jan 2016 23,105

Tackling the tricky task of tick removal 21 May 2014 22,284

Tracking the audience for The Conversation

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How else can you use the data?

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Should we be “public health content providers”? Social media is becoming increasingly essential Provides connection between community and

experts/local authorities (via media) It doesn’t have to be you; encourage your media

and communications teams Improvements in “cutting edge” surveillance

technologies must be matched with community connections promoting personal protection

Summary

Thank you!

Join the conversation

Visit my website: http://cameronwebb.wordpress.com

Email: Cameron.Webb@health.nsw.gov.au

Follow me on Twitter: @mozziebites