Presentation on health and risk communication best-practices from Wayne County, Michigan. Presentation a the PIO Summit at Wayne State University sponsored by DTE.

2. COVID-19 Communicating Challenges:
Lessons from Wayne County
Matthew Seeger Ph.D.
Matthew.Seeger@Wayne.edu
Wayne State University
William Nowling
wnowling@waynecounty.com
Wayne County

3. Describe COVID-19 communication
challenges
Present Wayne County case
Describe communication strategies
Offer Lessons learned

5. Communication
Ecosystem

6. Data…Right Now

8.  Strong Cultural Values
 Family/Community Spox
 Salient Media Channels

9. Listen To Your Elders
OOH

10. ”Let’s Be Safe”

11. "Testing/Contact Tracing"

12. "Masks/Distancing”

13. Campaign Summary
Date Range: 11/23/20 – 02/14/21
Impressions
7,698,417
Social Reach*
370,281
Social Engagement
224,667
Ad Clicks
40,525
OLV/OTT
Completed Video Views
1,738,420
Audio
Completed Listens
547,421
OLV/OTT
CPCV
$0.05
Audio
CPCL
$0.04
* Reach only available for social channel
YouTube
Completed Video Views
1,134,709
YouTube
CPCV
$0.05

14. Dearborn Arab-
American COVID-19
Cases Significantly
Reduced Compared to
All Dearborn Cases
65.70% Pre-Exposure
64.49% Post-Exposure
p = .006
Suburban Wayne
County Arab-American
COVID-19 Cases
Significantly Reduced
Compared to All
Suburban Wayne
County
2.24% Pre-Exposure
0.89% Post-Exposure
p = .037

15. Key Lessons
Know your audience, its values, and channels
Put content where audience will see it
Simple messages, focused on simple actions
Begin with measurement in mind

16. Questions and comments?
Thank you.