Stephanie Probert Communications 336

Background Utahs health officer has confirmed there is a plague in rodents in 20 of the states counties. There has also been one case of human infection confirmed. Most of the counties that are infected are rural, but it is starting to show up in counties along the Wasatch Front. The risk of human infection is very minimal. Plague Defined: When people hear the word plague extreme panic settles in. According to the Center of Disease Control, a plague is defined as a rare bacterial disease caused by Yersinia pestis (yer-SIN-ee-ah PEST-iss). History and Facts Plague was first found in America in 1900 when rat-infested boats, mostly from Asia, visited local ports. Soon after there was epidemics along these port cities. Since this occurrence, plague has mostly been seen in rural areas. The last recorded urban plague in the US was in Los Angeles in 1925. Plague occurs in people of all ages, but 50 percent of recorded cases have occurred in people aged 12-45. The disease has been found in both men and women, though more cases have been recorded among men. The CDC attributes this to the fact that men are more likely to be outdoors which puts them at a higher risk. More than 80 percent of plague cases in the US have been in the bubonic form. Before 1941 when an antibiotic was available, the mortality rate among infected Americans was 66 percent. After the antibiotic was made available the mortality rate has decreased to 16 percent. In more recent years, 1990-2012, the mortality rate has decreased even more to 11 percent. Plague has been recorded in all months of the year, though it is recorded more in warmer months. CDC says this is because at this time rodents and fleas are more active and people are more likely to be outdoors. In recent years there is an average of 7 human plague cases reported each year in the US (ranging between 1-17). Symptoms: The CDC says that people typically show symptoms within 2 to 6 days after getting infected. Symptoms include fever, weakness, swollen and painful lymph nodes, chills and occasionally pneumonia. Pneumonia, an infection of the lungs, is typically the first symptom. After these symptoms appear, the infection spreads to other body parts. It is best to treat the disease as soon as it is detected because many people who do not, often do not survive. Carriers:

The CDC attributes infected fleas to the source of most infections. Fleas commonly bite both animals (typically cats and rodents) and humans, putting them all at risk. It is also common for people who work with animals to become infected. People can also become infected by breathing in Y. pestis contaminated water droplets. The CDC says animals that have the plague can infect people, but this is very rare. The animals that most commonly carry the plague are rodents such as mice, rats, and squirrels along with cats. The disease is most commonly found in the southwest of the United States (CDC.org). How plague is transmitted: According to Health Information Brought To Life, there are three ways that the plague can be transmitted. One is being bitten from an infected flea or animals. Two, having direct contact with infected body tissue or bodily fluids. And three, inhaling infected water droplets (Healthinformationbroughttolife.com) How to avoid plague: The Center for Disease Control gives a list of ways that people can prevent getting infected. It is advised not to pick up or touch dead animals. It advises reporting any observations of dead or sick animals to the local health department or law enforcement. CDC also advises making your home rodent-proof. This can be done by removing food sources, places rodents can nest, and recreational areas. These would include brush, rock piles, firewood, pet food, and built up junk. It advises using insect repellent when anticipating being exposed to fleas and to wear gloves when handling animals. It is also advised to treat pets if one lives in an area where rodent plague is occurring, and not to let animals roam freely. How to cure plague: There are antibiotics available for those infected with plague. The sooner that a patient seeks medical attention, the better their chance is of recovering fully. The plague is a very serious illness and is to be taken seriously. People who are in close contact to with pneumonia patients are often evaluated and placed under observation. There are preventative antibiotics that can be given to those in personal contact with an infected person. Currently there is not a plague vaccine available in the United States. New ones are in development, but are not expected for immediate future release. If untreated, the mortality rate is 50 to 90 percent. If plague is treated the mortality rate is typically closer to 15 percent (rightdiagnosis.com). About the client: Utahs State Department of Health is seen as a valuable and credible resource to the state. Their mission is as follows: The Utah Department of Health strives to improve the lives of all Utahns. We work with our partners to create healthy and safe communities and eliminate health disparities as part of a comprehensive public health system. We use data driven, evidence based interventions to promote healthy lifestyles and behaviors; detect and prevent injury and disease; and improve access to quality health care for all people of Utah including the states most vulnerable populations. We monitor the health of the population by collecting, analyzing and sharing data. Our vision

is for Utah to be a place where all people can enjoy the best health possible, where all can live and thrive in healthy and safe communities, (http://health.utah.gov). Strengths: Utahs State Dept. of Health is trusted Risk of human infection are minimal Antibiotics are available People are fearful and are likely to look for help/answers/information Opportunities: Minimize or eliminate panic and hysteria Educate people on how to prevent the disease Educate people steps to take if infected Educate people that infection is minimal Bring awareness to the risk of plague Help citizens identify symptoms Motivate prevention behavior Increase education of health professionals Weaknesses: Low awareness of cures/preventions People have unrealistic fears The word plague creates excess fear More cases will be reported (we do not know how far it could reach) Threats: There is no vaccine available in the US Infection is spreading Appearing along Wasatch Front and not only in rural areas (less controlled) New discoveries will be made/more human cases will be reported

Potential Publics: Parents Current relationship: Parents have a positive relationship with Utahs State Department of Health because they see us as a credible source of invaluable information. When there is a lack of information, and in times of crisis, parents especially will look to media and USDH for help and guidance. Influential: Peers with other children, PTA members, teachers of their children, leaders in the community, coworkers, families, spouses, government leaders. Self-interests: Parents main concern is the health and safety of their family, especially their children. They want to be able to provide a safe and healthy environment for their loved ones and keep them safe. School aged children Current relationship: Varied relationship to none at all to somewhat of a relationship. School aged children are not aware of the issues or resources. Influential: Parents, teachers, friends, coaches, family Self-interest: Children have an interest to stay healthy in order to maintain their lifestyle Health Care Workers Current relationship: Strong relationship. They understand the situation USDH is facing and are able to help. They are supportive of community efforts and are willing to learn.

This would include all people in the healthcare facility including doctors, nurses, administrators, etc. Influentials: Peers, other health care workers, leaders of the health care industry, local politicians Self-interests: Health care workers have a passion and education to help local people stay as healthy as possible. They are altruistically motivated to help patients. They also want to do the best work possible in order to keep their jobs. College Students Current relationship: College age students will be somewhat aware of the situation and would be passionate supporters once informed Influentials: Family, professors, peers, student government leaders, celebrities Self-interests: A good education, making friends, building a resume, job opportunities, social interaction Local Government Leaders Current relationship: We can count on government leaders to support this project. They view USDH as a credible and valuable resource. Influentials: Peers, other community leaders, other political leaders, family, employees Self-interests: Government leaders do have a passion for the community and an altruistic attitude toward their health. They are motivated by personal success, and a positive relationship with constituents. High School Students Current relationship: High school students will be somewhat aware of the situation and would be passionate supporters once informed. Influentials: Peers, teachers, parents, family, community leaders Self-interests: Social life, friends, education, resume building experiences, job opportunity. Local Church Leaders Current relationship: We can count on church leaders to support this project. They view USDH as a credible and valuable resource. Influentials: Church members, spouses, family, political leaders Self-interests: Altruistic attitude toward the issue, social good, status amongst their congregation and peers, family, doing positive works. Local Business Owners Current relationship: Positive- they will support a cause that will improve their local community Influentials: Peers, family, other local business owners, unions, political leaders Self-interests: Maintaining a positive name for their business, supporting their family, supporting their employees, making money in their business, helping the community, doing social services for the community Retirees and Senior Citizens

Current relationship: This is a risk group but might not know it. Upon being educated they would be very supportive of the cause. Influentials: Spouses, peers, other retirees, children, grandchildren, political leaders, neighbors Self-interests: Maintaining a healthy and safe family, ensuring a positive lifestyle for loved ones, their own health and safety, senior rights and entitlements Middle School Students Current relationship: Middle school students will be somewhat aware of the situation and would be supporters once informed. Influentials: Peers, teachers, parents, family, community leaders Self-interests: Social life, friends, education, resume building experiences, job opportunity. Middle aged adults (age 30-45) Current relationship: Positive relationship. They understand the situation USDH is facing and are able to help. They are supportive of community efforts and are willing to learn. Influentials: Peers, children, employees, employers, neighbors, political leaders Self-interests: Family, spouses, job security, health of family and self Pet owners Current relationship: Pet owners will be ready and willing to listen to the information USDH has because they might know that having a pet puts them at a higher risk. Influential: Other pet owners, veterinarians, owners of pet friendly businesses Self-interest: Keeping their pet free from fleas that would contaminate them and keeping themselves free from plague Outdoorsmen Current relationship: This is a risk group but might not know it. Upon being educated they would be very supportive of the cause. Influentials: Spouses, peers, other outdoorsmen, political leaders. Self-interests: Maintaining a healthy and safe family, recreation, surviving. School Administrators/ Teachers Current relationship: Positive relationship, they would be willing to learn for their altruistic attitude toward student health. Influentials: Spouses, peers, students, employees, parents, PTA members, donors, local political leaders. Self-interests: Maintaining a healthy and safe family, ensuring safety of children, job security.

Situation Analysis: Utahs chief health officer, Dr. Hyrum Jones, has confirmed that there are 20 counties in the state that have recorded plague in rodents. Currently there is one case of human infection. Most of the counties that are infected at this point are rural, but it is starting to show up in counties along the Wasatch Front. The risk of human infection is very minimal. The citizens in Utah are at a point of panic and hysteria upon hearing the news. The word plague has a frightening connotation, leaving many in confusion and fear. This disease in humans is very rare. The United States typically only sees seven cases of human plague in an average year. Also, it if treated promptly mortality rates are generally as low as 11 percent. We must eliminate or minimize the panic and hysteria that comes with the news of the disease. We must educate the citizens in Utah that plague is extremely rare and that the reasons for fear are minimal. However, since there has been an occurrence, we must educate the citizens of how to avoid the plague. Awareness needs to rise about the risks involved in plague and steps they can take if they do think they have been infected. If untreated, the mortality rate is 50 to 90 percent. If plague is treated the mortality rate is typically closer to 15 percent. Citizens need to understand the urgency involved in getting treatment. We must educated citizens about the symptoms involved so they can recognize it to take action if necessary. There is also an opportunity to motivate prevention behavior amongst citizens. Citizens need to understand who is at risk. Plague occurs in people of all ages, but 50 percent of recorded cases have occurred in people aged 12-45. The disease has been found in both men and women, though more cases have been recorded among men. People who spend a lot of time outside or with animals are also at a higher risk rate. We face a few potential difficulties that could impede our success as well. There is currently not a vaccine available in the United States. This fact might contribute the fear and panic that the Utah citizens are currently experiencing because they do not know other ways to prevent being a victim of the disease. The infection is currently spreading out of rural areas into more populated areas. This disease typically is more common in rural areas, however it is now infecting counties that are more populated among the Wasatch Front. The disease is pretty difficult to spread in humans, however the more closely people are living, typically the faster a disease spreads and the less control we have. We know that more cases will be reported, thus in the mean time we will not have all of the statistical data, and we do not know exactly how far it can reach. The word plague emotes extreme fear in people, which often leads to people panicking. A great difficulty we face is that people have low levels of education about how to prevent the disease, how to report it, or how to treat it. People also have an unrealistic idea of how plague works and believe it is more common than the average 7 people per year. People also believe that plague spreads much more easily and rapidly than it actually does. CORE PROBLEM/ OPPORTUNITY Utah citizens have an unrealistic fear of plague, which is leading to unnecessary hysteria. Citizens are uneducated as to how to prevent plague, how to treat it, how to report it and how to identify symptoms which is also contributing to the fear.

GOAL We must educate people about the risks involved, help them identify symptoms, educated them how to avoid plague, motivate prevention behavior all to lessen the local panic and fear. OBJECTIVES 1. Increase Utah citizens awareness about risks of plague in one month to 40 percent and 60 percent in two months. 2. Increase Utah citizens ability to identify symptoms in one month to 40 percent and 60 percent in two months. 3. Increase motivation in prevention behavior in one month to 30 percent and 50 percent in two months. 4. Decrease citizens fear and hysteria by 30% within two months and 50% within two months by education about the rarity of human plague. KEY PUBLICS Parents of Children under 18 The cooperation and involvement of parents will be key to the success of this campaign. Parents ultimately have the power to educate themselves, thus being able to help their children. Parents must be educated about the risks involved, be able to identify symptoms, and be able to prevent themselves and their families from being victims of plague. Children are one of the highest risk groups because they play outside, with little ability to distinguish what is sanitary and what is not. They are likely to play in outdoor areas with infected fleas, and play with infected animals. There are 379,527 families living in Utah. Sixty three percent of parents are employed full-time, year-round, and 29 percent have a part-time or part year job. Eight percent of Utah parents are currently unemployed, (National Center for Children in Poverty, 2010). Of all the households in Utah, 42.7 percent have children under that age of 18 (infoplease.com). About 36 percent of Utah is made up of children under the age of 18 who are dependent upon parents for guidance (infoplease.com). Parents have a positive relationship with Utahs State Department of Health because they see us as a credible source of invaluable information. When there is a lack of information, and in times of crisis, parents especially will look to media and USDH for help and guidance. Parents will be influenced by peers with other children, PTA members, teachers of their children, church leaders, leaders in the community, coworkers, families, spouses, government leaders. Parents main concerns are the health and safety of their family, especially their children. They want to be able to provide a safe and healthy environment for their loved ones and keep them safe. They can be reached through personal contact, opinion leaders, through school administration, email, local media and some social media outlets. Primary Message: Because you are personally responsible for your childrens health and well being, it is crucial for you to be educated about the risks involved with plague, be able to identify

symptoms, and be able to prevent yourself and you family from being victims to the disease. Secondary Message: Children are one of the highest risk groups because they play outside, with little ability to distinguish what is sanitary and what is not. They are likely to play in outdoor areas with infected fleas, and play with infected animals. In recent years there is an average of 7 human plague cases reported each year in the US (ranging between 1-17), therefore there is no need for panic, just preparedness. Your participation in this effort can help lead to avoiding your child being a victim of plague. There are ways to avoid plague given by the CDC such as not to pick up or touch dead animals. It advises reporting any observations of dead or sick animals to the local health department or law enforcement. CDC also advises to making your home rodent-proof. This can be done by removing food sources, places rodents can nest, and recreational areas. These would include brush, rock piles, firewood, pet food, and built up junk. It advises using insect repellent when anticipating being exposed to fleas and to wear gloves when handling animals. It is also advised to treat pets if one lives in an area where rodent plague is occurring, and not to let animals roam freely. There are antibiotics available for those infected with plague. The sooner that a patient seeks medical attention, the better their chance is of recovering fully. The plague is a very serious illness and is to be taken seriously. Currently there is not a plague vaccine available in the United States. New ones are in development, but are not expected for immediate future release. It is necessary to treat yourself or your child as soon as detected. If untreated, the mortality rate is 50 to 90 percent. If plague is treated the mortality rate is typically closer to 15 percent (rightdiagnosis.com) The CDC says that people typically show symptoms within 2 to 6 days after getting infected. Symptoms include fever, weakness, swollen and painful lymph nodes, chills and occasionally pneumonia. Children are more at risks in summer months because they are more prone to play outside. Strategy one: Increase awareness of parents that plague is rare, and the reason for fear is minimal through educational opportunities. Tactics: A fact sheet of how to avoid the plague, how to treat it, symptoms, and risks that will be mailed home for parents to read. Have to school administrators send out an email warning parents about the risks and encouraging parents to keep sick children home. Have the local media do a story on how to avoid plague and what precautions can be taken.

Strategy two: Encourage parent-to-parent communication by creating a parent safety board for at local schools for them to meet up and discuss ideas. Send out emails to encourage parents to attend. Create playgroups for children that encourage parents to meet up and discuss the important health issues. Pet owners In Utah, 39 percent of households own at lease one dog. Most owners, 60 percent, own just one dog. Twenty-eight percent of dog owners own two dogs. Thirty three percent of Utah families own a cat (Human Society). Being in contact with infected animals is one of the most common ways to be infected with plague. It is common for people who work with animals to become infected. The CDC says animals that have the plague can infect people, but this is very rare. The animals that most commonly carry the plague are rodents such as mice, rats, and squirrels along with cats. It is imperative that pet owners understand the risks, how to prevent getting plague, how to protect their animal and themselves, and how to react. Pet owners will be ready and willing to listen to the information USDH has because they might know that having a pet puts them at a higher risk. Other pet owners, veterinarians, and owners of pet friendly businesses influence them. Their self-interests include keeping their pet free from fleas that would contaminate them and keeping themselves free from plague. They can be reached through personal contact, opinion leaders and some social media outlets. Primary Message: Because you are in regular contact with an animal, you are increasing your risk factor for plague and it is imperative that you understand the risks involved with plague, be able to identify symptoms, and be able to prevent yourself and your animal from being victims to the disease. Secondary Message: Fleas commonly bite both animals (typically cats and rodents) and humans, putting them all at risk. It is common for people who work with animals to become infected. According to Health Information Brought To Life, there are three ways that the plague can be transmitted. One is being bitten from an infected flea or animals. Two, having direct contact with infected body tissue or bodily fluids. And three, inhaling infected water droplets. There are antibiotics available for those infected with plague. The sooner that a patient seeks medical attention, the better their chance is of recovering fully. If untreated, the mortality rate is 50 to 90 percent. If plague is treated the mortality rate is typically closer to 15 percent (rightdiagnosis.com). There are many ways the CDC advises pet owners to avoid the plague. Strategy one: Allow educational opportunities for pet owners to be given out at local pet stores/pet good stores/pounds

Tactics: Give out informational fact sheets at these locations. Information to the CDC website so they can get more information on how to protect themselves and their pets. An e-mail list that pet owners can choose to add their name to receive weekly emails of tips. A schedule of the pet playgroup times would be handed out (strategy two). Create pass-along cards of simple facts and contacts that pet owners can take and give out to friends. Strategy two: Create free pet playgroups at local parks where one of the USDH workers who is an expert on the topic will come and give an information speech and hand out information. Tactics: Give out the informational fact sheet to every attender. Use the email list to invite everyone that signed up to the free local park pet play groups. Provide an informational packet about how pet owners specifically put themselves at more risk and how they can keep their animals from being more vulnerable to fleabites. The packet would also include a list of symptoms, and places to receive antibiotics. The USDH worker would also assure the attenders that there is no need for panic and the environment would be light and playful. Strategy three: Use social media to increase the awareness of pet owners about the risks, the symptoms and the prevention behaviors. Tactics: Create a USDH Facebook page with links to CDC (one link for symptoms, one link for preventions, one link for risks, one link of how to treat it). Create a sign up sheet where pet owners can put their numbers and get a weekly text of tips and hints. Create a Foursquare account where pet owners can check into the local playgroups to advertise it to their friends. Get in touch with local pet stores and have them put a link to our Facebook page on their websites. Get in touch with the local media and have them do a story focused on the risks that pet owners are placed in for plague. We will put a link of this story on our Facebook page once it is created.

Health Care Workers

The healthcare field is one of the fastest-growing in the US economy. There are currently more than 18 million workers in the US. Women make up nearly 80 percent of the healthcare work force currently (CDC). The relationship between the client and the public is very strong. Healthcare workers understand the situation USDH is facing and are able to help. They are supportive of community efforts and are willing to learn. This would include all people in the healthcare facility including doctors, nurses, administrators, etc. They are influenced by peers, other health care workers, leaders of the health care industry, family and local politicians. Health care workers have a passion and education to help local people stay as healthy as possible. They are altruistically motivated to help patients. They also want to do the best work possible in order to keep their jobs. They can be reached through personal contact, opinion leaders and some social media outlets. Primary Message: Because you have the passion, training, education and ability to help people remain calm and healthy during this time, we need your help to educate citizens on the risks, preventions and identify symptoms to calm down the fears they are facing. Secondary Message: Plague is entering Wasatch County which puts an additional 23, 530 people at risk There is unnecessary panic and fear among the citizens of Utah. Plague has been recorded in all months of the year, though it is higher in warmer months. CDC says this is because at this time rodents and fleas are more active and people are more likely to be outdoors. In recent years there is an average of 7 human plague cases reported each year in the US (ranging between 1-17). The CDC says that people typically show symptoms within 2 to 6 days after getting infected. Symptoms include fever, weakness, swollen and painful lymph nodes, chills and occasionally pneumonia. According to Health Information Brought To Life, there are three ways that the plague can be transmitted. One is being bitten from an infected flea or animals. Two, having direct contact with infected body tissue or bodily fluids. And three, inhaling infected water droplets. Most people do not know how to prevent plague, report it, or how to react to it once identified which is contributing to the fear. We need your expertise to help our citizens during this time of crisis and fear. Utahs health officer has confirmed there is a plague in rodents in 20 of the states counties. There has also been one case of human infection confirmed. Most of the counties that are infected are rural, but it is starting to show up in counties along the Wasatch Front. The risk of human infection is very minimal. Strategy one: Host a several workshops where local health care workers can go to receive information about how to better serve people at this time for the plague.

Tactics: Send out an email to all health care workers informing them about the local workshops in their area. Hang up flyers about the workshops at locations they work to inform them. Each worker will get a packet of information they need to know (antibiotics information/symptoms/risks/preventions). Have Dr. Hyrum Jones speak at each of the 5 workshops about how this is not anything to create panic over, but that health care workers especially should be prepared and educated in order to help. Give each worker 10 pass along cards with a few facts and contact information and assign them to hand them out to friends/neighbors. Event registration web site where health care workers can visit to get more information later such as access to an online informational packet, links to information websites. College Students There are dozens of colleges and universities throughout Utah. College age students typically range from 18-25 in Utah. According to Higher Education in Utah, students who receive a higher education (college or university or technical school) are more likely to earn a sufficient income and have health insurance. They are less likely to need public aid or ever be incarcerated. They are very likely to vote compared to national levels. They are also likely to volunteer and be civically engaged (higheredutah.org). College age students will be somewhat aware of the situation and would be passionate supporters once informed. They are influenced by family, professors, peers, student government leaders, and celebrities. Their self interests include getting a good education, making friends, building a resume, finding job opportunities, and social interaction. They can be reached through social media channels, personal contact of professors and peers, and through their opinion leaders. Primary Message: You are at in age that is at risk to be a victim of plague; you have to educate yourself as to the risks, symptoms, and ways to prevent it, however it is rare and there is no need for panic. Secondary Message: Plague occurs in people of all ages, but 50 percent of recorded cases have occurred in people aged 12-45. Those who spend a lot of time outdoors or in wilderness area are even more prone to the disease. In recent years there is an average of 7 human plague cases reported each year in the US (ranging between 1-17). Thus it is rare, and there is no need for panic, but prevention and education are key. According to Health Information Brought To Life, there are three ways that the plague can be transmitted. One is being bitten from an infected flea or animals.

Two, having direct contact with infected body tissue or bodily fluids. And three, inhaling infected water droplets. We need your expertise in social media to spread the word to peers about ways they can identify symptoms, treat it and prevent it. You are the future generation of leaders and now is a time that we need your help spreading our message.

Strategy one: Use social media to send a message that there is no need for panic, but being educated and prepared is key to staying healthy. Tactics: Create a USDH Facebook page with links to CDC (one link for symptoms, one link for preventions, one link for risks, one link of how to treat it). Get in touch with Utah colleges and have them put a link to our Facebook page on their websites. Create YouTube posts featuring Dr. Hyrum Jones giving information. Strategy two: Create a social media competition using YouTube. The student who makes the best video (can be a song/dance/skit) using the information in Dr. Hyrum Joness video and submits it is entered into a lottery for an Ipad mini. Tactics: Have signs promoting the competition in Utah college local unions (such as the Wilkinson Center for BYU). Put links to the submission link on our Facebook page. Once the competition is over (within 2 weeks of campaign launch) have the top three most entertaining and informational videos play on the Facebook page. Have Dr. Jones personally deliver the Ipad mini to the winner. Take pictures of the delivery of Jones and put in on the Facebook page. Get in touch with the local broadcasting station at the schools (for example channel 11 at BYU) and suggest that they air the winning video to show the winner from their school. Strategy three: Get in touch with each schools health related clubs and send them packets of information that they can hand out to members. Give out the informational fact sheet to every attender. Create an email group for whoever would want more information online. Provide an informational packet about how college students specifically are risk (age wise) and how they can keep their animals from being more vulnerable to fleabites. The packet would also include a list of symptoms, and places to receive antibiotics. Give each worker 10 pass along cards with a few facts and contact information and assign them to hand them out to friends/roommates.

Strategy four: Raise awareness by doing a 5k through personal contact for each of the major universities where students could be social and also become more educated on the plague. Tactics: Provide a fact sheet of the risks/preventions/symptoms. Have local media cover the event. Have a sign up sheet for students to put their emails if they want more information online. Have a sign up sheet for phone numbers if students want a weekly text with a tip of how to prevent plague. Give out free t-shirts to the first 50 people that show up (to each of the 10 events). Have local radio stations broadcast live from the event. Have sign up sheet for students who are majoring in health to come give volunteer hours at local USDH to build their resume and get more information about plague.

Local Government Leaders In Utah an overwhelming majority of elected government officials are considered Conservative. The most recent (2012) governor, State Senate Majority and State House Majority Leaders, Attorney General, and Senators are all affiliated with the Republican Party. Also, the majority of Utah politicians is made up by White males. Women are starting to be more equally represented. About 80 percent of Utahs Legislature holds membership in The Church of Jesus Christ of Latter-day Saints, while they account for about 60 percent of the population. This public will be motivated by having a small government, having legislation on smaller state levels, having the people guide the government, and somewhat wanting to keep the status quo so long as it is the common good. They will likely oppose more gun control, will be pro-life, believe in more education, want to lower taxes to benefit the overall economy, have less government programs but more community involvement, and will value a strong government. They can be reached by personal contact, opinion leaders, social media, media, family, and other political leaders. We can count on government leaders to support this project. They view USDH as a credible and valuable resource. They are influenced by peers, other community leaders, other political leaders, family, and employees. Government leaders have a passion for the community and an altruistic attitude toward their health. They are motivated by personal success, and a positive relationship with constituents. Primary Message: Utah citizens are currently fear stricken with the news that 20 counties have confirmed to have plague in rodent. We need your help as leaders of the State to send the message to people that there is no need for panic, and that they must educate themselves at to the risks, preventions and treatments. Secondary Messages:

Utahs health officer has confirmed there is a plague in rodents in 20 of the states counties. There has also been one case of human infection confirmed. Most of the counties that are infected are rural, but it is starting to show up in counties along the Wasatch Front. The risk of human infection is very minimal. The word plague has aroused extreme fear and hysteria amongst the Utah citizens. Through the credibility and authority that local government has we think it is a key element to allowing our citizens to feel more safe and less hysterical.

Strategy one: Raise awareness of the issue through personal contact. Tactics: Send out personalized emails to each politician informing them of the situation and that we need their cooperation to calm and educated the citizens. Provide an informational packet about how this age group is at risk and how they can keep themselves protected. The packet would also include a list of symptoms, and places to receive antibiotics. Give out the informational fact sheet at their workplaces. Strategy two: Create events at local town halls where local citizens could ask questions to their local government leaders to hopefully calm the hysteria. Tactics: The selected politicians would be prepped for questions and would be informed to answer in a lighthearted manner to allow people peace of mind. Local broadcast media would cover the event. Invite local journalists to cover the story. Strategy three: Have the local politician minimize fear by humanizing those who are infected. Tactics: Have the local government leader personally deliver a certificate of bravery to those who are infected. Have the local media cover it. Get sound bites to send out with the person giving personal advice and tips. Send pictures to media.

School Administrators/ Teachers

There are currently 41 public school districts in the state. In these districts there are 25,615 public school teachers. These teachers reach the 71,586 public school students in Utah along with the 19,377 of private school students (Teachingabout.com). They have a lot of authority and ability to reach masses of kids and educate them on the matter. The average schoolteacher in Utah makes about $42,586. The current relationship between this public and the client is positive. They would be willing to learn for their altruistic attitude toward student health. It is part of their job to educate students not only on academic matters, but also real world matter such as health crises. Teachers can be influenced by their spouses, peers, students, employees, parents, PTA members, donors, and local political leaders. Their self-interests include maintaining a healthy and safe family, ensuring safety and education of children, job security. Primary Message: Because you have valuable face-to-face time daily with impressionable children, it is imperative that you teach them healthy living and how to avoid this spreading disease, especially since they are in an at risk group and see you as an opinion leader. Secondary Messages: Children are one of the highest risk groups because they play outside, with little ability to distinguish what is sanitary and what is not. They are likely to play in outdoor areas with infected fleas, and play with infected animals. In recent years there is an average of 7 human plague cases reported each year in the US (ranging between 1-17), therefore there is no need for panic, just preparedness. Your participation in this effort can help lead to avoiding your child being a victim of plague. There are ways to avoid plague given by the CDC such as not to pick up or touch dead animals. It advises reporting any observations of dead or sick animals to the local health department or law enforcement. CDC also advises to making your home rodent-proof. This can be done by removing food sources, places rodents can nest, and recreational areas. These would include brush, rock piles, firewood, pet food, and built up junk. It advises using insect repellent when anticipating being exposed to fleas and to wear gloves when handling animals. It is also advised to treat pets if one lives in an area where rodent plague is occurring, and not to let animals roam freely. There are antibiotics available for those infected with plague. The sooner that a patient seeks medical attention, the better their chance is of recovering fully. The plague is a very serious illness and is to be taken seriously. Currently there is not a plague vaccine available in the United States. New ones are in development, but are not expected for immediate future release. It is necessary to treat yourself or your child as soon as detected. If untreated, the mortality rate is 50 to 90 percent. If plague is treated the mortality rate is typically closer to 15 percent (rightdiagnosis.com) The CDC says that people typically show symptoms within 2 to 6 days after getting infected. Symptoms include fever, weakness, swollen and painful lymph nodes, chills and occasionally pneumonia.

Children are more at risks in summer months because they are more prone to play outside. It is crucial that teachers educate students on this matter if parents are not able to do so. Teachers are seen as role models and opinion leaders for many students and have the ability to calm unnecessary fear that might be stemming from the home.

Strategy one: Raise awareness amongst teachers by giving them information through using their workplace. Tactics: Give out informational packets with necessary information into every teacher box. Have flyers informing teachers of the situation. Give teachers a prepared memo to give to every student in the classroom informing the students about risks/prevention/and treatments. Give teachers links to more information online. Create an email list sign up sheet to put in teachers lounge if they want to receive additional information. Strategy two: Create awareness in the classroom setting by doing a poster contest for school aged children between kindergarten and fifth grade. Tactics: Give teachers a list of the requirements that must be involved on the students posters. Have the teachers inform the students of the health risks and then help their students create artwork portraying the safety tips on a poster. The winner will receive a pizza party for their class. Local Church Leaders Members of The Church of Jesus Christ of Latter-day Saints represent 66 percent of the Utahs population, 16 percent is unaffiliated, 10 percent is Catholic (City Data). Utah is one of the nations most religious states. It is dominantly LDS, but other religions such as Methodist, Episcopalian and Baptist do make up about 10 percent of the state. Many people look to their local church leaders, whether it is a bishop, priest, of rabbi for words of comfort and advice. We think they will play an imperative roll in minimizing the unnecessary hysteria that is occurring. They also can make announcements to mass of people if the plague does reach certain amount. We can count on church leaders to support this project. They view USDH as a credible and valuable resource. They would be influenced by church members, spouses, family, and political leaders. Their selfinterests include altruistic attitude toward the issue, social good, status amongst their congregation and peers, family, doing positive works. They can be reached by personal contact, peers, and opinion leaders.

Primary Message: As a respected and credible source of authority, please commit to helping your congregations understand that there is no reason for panic, and that resources are available for the prevention and cure of the disease if necessary. Secondary Messages: In recent years there is an average of 7 human plague cases reported each year in the US (ranging between 1-17). Thus it is rare, and there is no need for panic, but prevention and education are key Plague occurs in people of all ages, but 50 percent of recorded cases have occurred in people aged 12-45. Those who spend a lot of time outdoors or in wilderness area are even more prone to the disease. We need you to use your authority to convince parents to take necessary measure to protect their families and themselves. Strategy one: Raise awareness of the risks/symptoms/preventions amongst local church leaders to motivate them to make personal contact with their members. Tactics: Send a thirty second prepared speech for church leaders to give to their members, which will inform them. Pass out pass-along cards at local churches with information on the plague and contacts. Send personal emails to leaders of Utah churches informing them of the information they need, and the necessity of informing local members that there is no need for panic, but prevention is key.

CALENDAR Key Public Parents March 1 2 3 4 April 1 2 3 4

Strategy: Encourage parent-to-parent communication by creating a parent safety board for

Tactics:

Send out emails to encourage parents to attend. Create playgroups for children that encourage parents to meet up and discuss the important health issues.

X---X X----------------------------------X

Strategy: Increase awareness of parents through educational opportunities. Tactics: A fact sheet of how to avoid the plague, how to treat it, symptoms, and risks that will be mailed home for parents to read. Have to school administrators send out an email X Have the local media do a story on how to avoid plague and what precautions can be taken. X Pet Owners Key Public Strategy: Allow educational opportunities for pet owners to be given out at local pet stores/pet good stores/pounds Tactics: Informational fact sheets Information to the CDC website An e-mail list A schedule of the pet playgroup times Pass-along cards X---------------------Strategy: Create free pet playgroups at local parks where one of the USDH ----------------X X------------------X-----------------X X----------------X X-----------------X --------------------X March 1 2 3 4 April 1 2 3 4 X

workers who is an expert on the topic will come and give an information speech and hand out information. Tactics:

Give out the informational fact sheet to every attender. Use the email list to invite everyone that signed up to the free local park pet play groups. Provide an informational packet about how pet owners specifically put themselves at more risk and how they can keep their animals from being more vulnerable to fleabites. The USDH worker would also assure the attenders that there is no need for panic and the environment would be light and playful.

X-------------------

------------X

X-----------------X X---------------------------------X

X---------------------Use social media to increase the awareness of pet owners about the risks, the symptoms and the prevention behaviors. Tactics:

------------X

Create a USDH Facebook page with links to CDC Create a sign up sheet where pet owners can put their numbers and get a weekly text of tips and hints. Create a Foursquare account where pet owners can check into the local playgroups to advertise it to their friends.

X-------------------

------------X

X-----------------X

X-----------------Get in touch with local pet stores and have them put a link to our Facebook page on their websites. X---------------------Key Public Strategy: Host several workshops where local health care workers can go to receive information about how to better serve people at this time for the plague Tactics: Health Care Workers March 1 2 3 4

------------X

------------X April 1 2 3 4

Send out email Hang up flyer announcing the

X X------X

workshop Give out packet at workshop Dr. Jones presentation X 10 Pass Along Cards X Event Registration Key Public Strategy: Use social media to send a message that there is no need for panic, but being educated and prepared is key to staying healthy. Tactics: College Students X March 1 2 3 4 April 1 2 3 4 X

Create a USDH Facebook page with links to CDC (one link for symptoms, one link for preventions, one link for risks, one link of how to treat it). Get in touch with Utah colleges and have them put a link to our Facebook page on their websites.

X-------------------

------------X

X------------------Create YouTube posts featuring Dr. Hyrum Jones giving information.

-----------X

X------------------

------------X

Strategy: Youtube Competition for Ipad Mini Tactics: Have signs promoting the competition in Utah college local unions (such as the Wilkinson Center for BYU). Put links to the submission link on our Facebook page. Once the competition is over (within 2 weeks of campaign launch) have the top three most entertaining and informational videos play on the Facebook page. Have Dr. Jones personally deliver the Ipad mini to the winner. Take pictures of the delivery of Jones X X------------------------------X

X-----------------X

X---------

------------X

and put in on the Facebook page. Get in touch with the local broadcasting station at the schools (for example channel 11 at BYU) and suggest that they air the winning video to show the winner from their school. Strategy: Use schools health related clubs and send them packets of information that they can hand out to members. Tactics: X

Give out the informational fact sheet to every attender. Create an email group for whoever would want more information online.

X-------------------

------------X

X-----------------X Provide an informational packet about how college students specifically are risk (age wise) and how they can keep their animals from being more vulnerable to fleabites. X-----------------The packet would also include a list of symptoms, and places to receive antibiotics. Give each worker 10 pass along cards with a few facts and contact information and assign them to hand them out to friends/roommates. Strategy: Raise awareness by doing a 5k Tactics: Provide a fact sheet of the risks/preventions/symptoms. Have local media cover the event. X Have a sign up sheet for students to put their emails if they want more information online. Have a sign up sheet for phone numbers if students want a weekly text with a tip of how to prevent plague. Give out free t-shirts to the first 50 people that show up (to each of the 10 events). X Have local radio stations broadcast live from the event. Have sign up sheet for students who are majoring in health to come give X X X X-----------------------------X X---------------------------------X ------------X

volunteer hours at local USDH to build their resume and get more information about plague. Key Public Strategy: Raise awareness of the issue through personal contact. Tactic: Send out personalized emails to each politician Provide an informational packet Give out the informational fact sheet at their workplaces. Strategy: Create events at local town halls where local citizens could ask questions to their local government leaders to hopefully calm the hysteria. Tactic: The selected politicians would be prepped for questions Local broadcast media would cover the event. X Invite local journalists to cover the story. X X X X X Local Government Leaders X March 1 2 3 4 April 1 2 3 4

Strategy: Have the local politician minimize fear by humanizing those who are infected. Tactics: Have the local government leader personally deliver a certificate of bravery to those who are infected. Have the local media cover it. X Get sound bites to send out with the person giving personal advice and tips. X Send pictures to media. Key Public School Admin/Teachers March 1 2 3 4 X April 1 2 3 4 X

Strategy: Raise awareness amongst teachers by giving them information through using their workplace. Tactics:

Give out informational packets with necessary information into every teacher box. Have flyers informing teachers of the situation. Give teachers a prepared memo to give to every student in the classroom informing the students about risks/prevention/and treatments. Give teachers links to more information online. X Create an email list sign up sheet to put in teachers lounge if they want to receive \additional information. X

X-----------------X

Strategy: Create awareness in the classroom setting by doing a poster contest for school aged children between kindergarten and fifth grade. Tactics: Give teachers a list of the requirements that must be involved on the students posters. Have the teachers inform the students of the health risks and then help their students create artwork portraying the safety tips on a poster. The winner will receive a pizza party for their class. X

X Key Public Strategy: Raise awareness of the risks/symptoms/preventions amongst local church leaders to motivate them to make personal contact with their members. Tactics: Send a thirty second prepared speech for church leaders to give to their members, which will inform X Local Church Leaders March 1 2 3 4 April 1 2 3 4

them. Pass out pass-along cards at local churches Send personal emails to leaders of Utah churches X X

Key Public

Parents

Detail

Per Item Cost

Total Projected

Sponsored Credit

Actual Projected

Strategy: Encourage parent-to-parent communication by creating a parent safety board for Tactics:

Send out emails to encourage parents to attend. Create playgroups for children that encourage parents to meet up and discuss the important health issues.

No Cost

$0.00

$0.00

$0.00

$0.00

$0.00 At local playground- no cost Strategy: Increase awareness of parents through educational opportunities. Tactics:

$0.00

$0.00

$0.00

A fact sheet of how to avoid the plague, how to treat it, symptoms, and risks that will be taken home for parents to read. Have to school administrators send out an email Have the local media do a story on how to avoid plague and what precautions can be taken.

72,000 X $.02

$.02

$1,440

$0.00

$1,400

$0.00 $0.00 $0.00 $0.00 $0.00

$0.00 $0.00 $0.00 $0.00 $0.00

PUBLIC SUBTOTAL: Key Public Strategy: Allow educational opportunities for pet owners to be given out at local pet stores/pet good stores/pounds Tactics: Pet Owners

72,000 X $.02 Detail

$.02 Per Item Cost

$0.00 Total Projected

$0.00 Sponsored Credit

$1,4000 Actual Projected

Give out informational fact sheets at An e-mail list Schedule of the pet playgroup Pass-along card.

4000 X $.02

$.02

$80

$0.00

$80.00

$0.00 $0.00 4000 @$.03

$0.00 $0.00 $.03

$0.00 $0.00 $120

$0.00 $0.00 $0.00

$0.00 $0.00 $120

Strategy: Create free pet playgroups at local parks where one of the USDH workers who is an expert on the topic will come Tactics:

Give out the informational fact sheet to Invite everyone that signed up to the free local park pet playgroups.

1000 X $.02

$.02

$20

$0.00

$20.00

$0.0 Provide an informational packet $0.00 $0.00 $0.00 $0.00

500 X $.50 $.50 Public Subtotal Key Public Strategy: Use social media to send a message that there is no need for panic, but being educated and prepared is key to staying healthy. Tactics: College Students Detail Per Item Cost Total Projected Sponsored Credit $250.00 $0.00 $250.00 $470.00 Actual Projected

Create a USDH Facebook page Links from college homepages YouTube posts featuring Dr. Hyrum Jones

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00 Strategy: Create a social media competition using YouTube Tactics: Signs promoting the competition Put links to the submission link on our Facebook page. Have the top three videos play on the Facebook page. Have Dr. Jones personally deliver the Ipad mini to the winner. Ipad Mini $0.00 $0.00 1000 X .02

$0.00

$0.00

$0.00

$0.00

$0.02

$20

$0.00

$20

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

Max $30 in gas $30 $30.00 $0.00 $30.00

$330.00 X1 $330.00 Strategy: Raise awareness by doing a 5k Tactics: Provide a fact sheet of the risks/preventions/symptoms. Have local media cover the event. Email/number sign up sheet $0.00 Give out free t-shirts to the first 50 people that show up (to each of the 10 events). Have local radio stations broadcast live from the event. Volunteer sheet $0.00 Subtotal for public Key Public Strategy: Raise awareness of the issue through personal contact. Local Government Leaders Detail Per Item Cost Total Projected Sponsored Credit $0.00 $0.00 $0.00 $0.00 $1,400 Actual Projected $3x50X10 $0.00 $3 $0.00 $1,500 $0.00 $500 $0.00 $1000 1000 X .02 $0.00 $.02 $0.00 $20 $0.00 $0.00 $0.00 $20 $0.00 $330.00 $0.00 $330.00

$0.00

$0.00

$0.00

$0.00

$0.00

Tactics:

Send out personalized emails Provide an informational packet

$0.00 200 X .50

$0.00 $.50 $.02

$0.00 $100 $4

$0.00 $0.00 $0.00

$0.00 $100.00 $4

Give out the informational fact sheet at their workplaces. 200 X .02 Strategy: Have the local politician minimize fear by humanizing those who are infected. Tactics:

Have the local government leader personally deliver a certificate of bravery to those who are infected. Have the local media cover it. Sound bite/Pictures to media

Max $30 gas

$30.00

$30.00

$0.00

$30.00

$0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $134.00 $0.00 $0.00 $0.00

Subtotal for this public Key Public Strategy: Poster contest for school aged children between kindergarten and fifth grade. Tactics: School Admin/Teachers Detail Per Item Cost Total Projected Sponsored Credit

Actual Projected

Give teachers a list of the requirements that must be involved on the students posters. The winner will receive a pizza party for their class.

25,615 X .02

$.02

$512.30

$0.00

$512.30

10 Pizzas @ $9 each

$9

$90

$0.00

$90.00 $602.30

Subtotal for public Key Public Local church leaders Detail Per Item Cost Total Projected Sponsored Credit

Actual Projected

Strategy: Raise awareness of the risks/symptoms/preventions amongst local church leaders to motivate them to make personal contact with their members. Tactics:

Send a thirty second prepared suggested speech Pass out pass-along cards Send personal emails to leaders of Utah churches

$0.00 10,000 x .04

$0.00 $0.04

$0.00 $400.00

$0.00 $0.00

$0.00 $400.00

Subtotal for public

$400.00

CAMPAIGN TOTAL

$4,406.30

EVALUATION CRITERIA AND TOOLS Objective 1: Criteria: Increase Utah citizens awareness about risks of plague in one month to 40 percent and 60 percent in two months. Tool: Take a survey of Utah citizens to find out how aware they are about plague in Utah. Objective 2: Criteria: Increase Utah citizens ability to identify symptoms in one month to 40 percent and 60 percent in two months. Tool: Look at records of health centers to see how many people came in suspecting they had symptoms. Objective 3: Criteria: Increase motivation in prevention behavior in one month to 30 percent and 50 percent in two months. Tool: Record the number of cases and see if it has stayed at one person or increased. Objective 4: Criteria: Decrease citizens fear and hysteria by 30% within two months and 50% within two months by education about the rarity of human plague. Tool: Survey people about their fear level of the plague in Utah

Work Cited: http://plague.emedtv.com/plague/plague-transmission.html WWW.CDC.gov http://www.rightdiagnosis.com/p/plague/stats.htm http://health.utah.gov/index.html

http://www.infoplease.com/us/census/data/utah/social.html http://www.humanesociety.org/issues/pet_overpopulation/facts/pet_ownership_statistics. html http://www.higheredutah.org/about/strategic-priorities/ http://teaching.about.com/od/ProfilesInEducation/a/Utah-Education.htm