Monday, November 10, 2014

Depends Underwear: a reason to drop my pants?

Depend, the adult diaper folks, brings us a new TV Ad campaign called “Drop Your Pants for Underwareness.” 

Here are the key sound bites.
Sound Bite #1
[Depend is launching]
“A cause to support the over 65 million people who may need Depend underwear.”
     In one of the Ads, Depend Brand Director, Liz Metz, tells us she’s dropping her pants in the name of her father, who has prostate related incontinence.   She invites us to “join the cause” and drop my pants for someone who is important to me.
The Facts     
Incontinence in its different forms is widespread among US adults. Much more common in women the incidence increase with age. Roughly 18 million people have daily urinary incontinence.  Added to the roughly 34 million people who need to urinate with increasing frequency or urgency, it is a big problem that can cause people to curtail activities, socially isolate and suffer depression.
Sound bite #2
“It’s time to bring it out in the open. It’s time to drop your pants for underawareness. “
The Facts    
Incontinence is not something we readily discuss with our doctors. Of all the men and women who experience incontinence unfortunately at least half don’t tell a doctor about it.  In fact, 1 in 4 women over 40 suffer from some type of urinaryincontinence, but most are too embarrassed to talk about it. 

Sound bite #3
“…because wearing a different kind of underwear is no big deal.”
But it’s not the garment we really should be talking about here, is it?

Important facts dropped along with the pants:
What the Depend campaign deftly fails to mention, or even allude to in a tiny print messages, is that Incontinence is a symptom of something.  And that critical message is artfully masked by the focus on outing incontinence, dropping your pants for someone (echoes of ALS bucket challenge here), and asserting yourself by wearing novel briefs.

It really wouldn’t have taken much video scripting time to include an accurate central message about incontinence.  This is - a thorough physical exam is the only way to identify the kind of incontinence a person has and to identify the possible remedies.

One of the reasons that a medical exam is so important is that urinary incontinence can be caused by many different medical problems:
            Overactive bladder muscles
            Damage to nerves that control the bladder from diseases such as mul­tiple sclerosis or Parkinson’s disease
Poor overall health
Diabetes, stroke, high blood pressure, arthritis
Back problems
Obesity
            Blockage from an enlarged prostate in men
And common medications - diurectics, estrogen, benzodiazepines, tranquilizers, antidepressants, hypnotics, and laxatives.
Treatments
And there are a fairly long list of possible treatments - controlling fluid intake, bladder training, pelvic floor exercises, biofeedback and medication, lifestyle changes, losing weight, reduced alcohol or caffeine consumption, etc. In severe and very bothersome cases there is surgery.

 
But…
the adult diaper market (a few years ago I’d trip over those words) has caught up to the baby diaper market in the US.  Adults in the US spend close to $20 billion coping with urinary incontinence per year, and an additional $12.6 billion on urinary urgency and frequency.  Women are the largest consumers (86 percentof total sales in the incontinence market.) 1 in 3 women over the age of 18 suffer from some sort of sensitive bladder or incontinence, but only 1 in 9 actually use a specialty adult incontinence product today. 

With close to 80 million baby boomers currently 65+ it’s the perfect market for products we would never have thought we needed 30 years ago. 316 million adults over 70 years old in the world today (1 in every 3 requires protection) – China being the biggest potential market.


So, I’m ready to drop my pants with the best of them for a cause that advances the public’s understanding of health.

I propose we all drop Depend an email urging them to tweak their message ever so slightly - to do their part to advance the public's understanding of the serious, life disrupting problem. 
“Drop your pants to show support for all those who suffer for incontinence.  It’s time we started talking to our doctors about incontinence ..Oh, and BTW, Depends may be able to help.”



Tuesday, October 28, 2014

"Sick" "Infected" "Symptomatic" and "Contagious" - Tangled up in Ebola Messages

Task: still working to clarify the NYCDOHMH explanation  "How Does Ebola Spread" from the previous post.
Let's tackle the statement explaining when someone is contagious.
 "People only become contagious after they begin to have   symptoms, such as fever."[Revision goal: explain the distinction between when a person is contagious and when they are not]

You can only get (catch) the Ebola virus from another person when that person has symptoms.  This means that the sick person is vomiting, throwing up, or has fever.    If the sick person is in the early part of Ebola they have the virus but they may not have any symptoms yet. You cannot get Ebola from a person who does not have symptoms. 

The above revision was working well until two colleagues showed me a  Palm Card the DOH produced recently.  
Ebola - Am I at Risk?  
Excerpt from NYCDOHMH Palm Card
In this consumer message they are not making any distinction between a sick person (a person with Ebola) and a contagious person. 


Question:  
Which message should we be communicating to the general public when it comes to concepts of  "sick" "infected" "symptomatic" and "contagious".

A person can have the Ebola virus but not be sick. 
A person with Ebola is not sick until they have symptoms.
A person can only spread Ebola when they have symptoms. 
You can only get the Ebola virus from a sick person who is having symptoms.
?   ?   ? 


Monday, October 27, 2014

Ebola Transmission: Can we explain it better?

Two Doorman on the upper east side late one recent night, talking about Ebola:

Miguel:      It gets passed from bodily fluids – blood, sweat, saliva, I think.
Hal:           So if I get a sick person’s saliva on my ankle can I get it?
Miguel:    Let’s say you had a cut, then the germs can go into your body through the cut.
Hal:       So, if I touch my ear with my hand and the saliva is on my hand, can I get it?
Miguel:  I don’t know.  I don’t think so.  Can it seep right through your skin? 
Hal:       Geeeee.  That's creepy.  Right through your skin! 


Communicating and educating the public about Ebola transmission is critical to keeping the virus controlled and in controlling panic.  Amidst seas of misinformation the NYCDOHMH has tried to bring reason and an evidence-base to its Ebola communications. 
However given that 50% of the US public is low health literate/ and 50% have trouble reading, we would like to add our expertise to suggesting readable and health literacy appropriate clarifications.   Here's an example.


Excerpt from “Ebola Frequently Asked Questions”
[Second Q/A listed]

How does Ebola spread?
Ebola is spread by direct contact (through broken skin or your mouth, eyes or nose) with
       Body fluids (such as blood, vomit, urine, feces and sweat) of a person sick with Ebola. People only become contagious after they begin to have symptoms, such as fever.
       Objects soiled with the body fluids of a person sick with Ebola.
       The body of a person who died from Ebola.
Ebola is not spread through the air or simply by being near someone who is infected.
During outbreaks, the disease can spread within health care settings if workers do not wear protective gear and take proper precautions.

Health Literacy Load Analysis: (where we identifcomplex language and health/science concepts that need to be clarified for the general public / 50% of whom are low health literate/50% have difficulty reading)

 While the word/syntax reading level hovers at about 7th grade key concepts require more sophisticated understandings and are not adequately explained in the text itself/


       What are bodily fluids
 Where these bodily fluids can remain dangerous – on sheets, clothing, on dead bodies
 Concept of sick versus contagious
------------------------------
Rewrite Attempts
I've started it off here but could use some help: 

10/27/14 - [explaining contact with bodily fluids]
Ebola spreads from one person to another when a healthy person comes into contact with a sick person's bodily fluids.  
Bodily fluids are saliva,sweat, semen, urine, feces (poop).





                                                                                  to be continued...






Thursday, October 23, 2014

Is My Car's Airbag Safe or Deadly?

 In the “ ever changing landscape of fear” that is life on earth, we now have ( when it breaks the Ebola media frenzy) the discovered deadly hazard regarding Takata Air Bags.  It's estimated they're installed on roughly 8 millions cars driven in the US. One of them could your yours- mine!

NHTSA ( National Highway Traffic Safety Administration) says they’re going to leave “no stone unturned” in the Takata investigation.

Today, October 23, 2014. 
Search:  Does it have an airbag problem? Is it safe to drive today?

Click Google search 10/23/14: NHTSA Air Bag Recall



I guess it's encouraging to know that "NHTSA supports efforts by automakers to address the immediate risk in areasthat consistently hot, humid conditions over extended periods of time."
The language is just a tad difficult and obtuse. ( roughly 12th grade reading level)

Undaunted I click on Honda:
 (The first part of a 3 page letter appears in PDF!)


















Well, is my car / am I in immediate danger?  

I Click Safecar.gov  and type in air bag recall (*powered by NHTSA)



I don't think I have an item of motor vehicle equipment on me at the moment. 
(Long, complex sentence, multiple interruptive phrases and clauses/ approximately 20th grade level. 


WOW  NHTSA has a Facebook page!! That’ll tell me if my car has this dangerous problem.

















Another example of "Communication that Isn't - with the consumers as losers.