HEALTH

HHS partners with Ad Council, Sesame Workshop to develop PSAs on H1N1

BY Michael Johnsen

WASHINGTON Health and Human Services secretary Kathleen Sebelius on Friday announced that HHS is joining the Ad Council and Sesame Workshop, the nonprofit educational organization behind “Sesame Street,” to launch a national public-service advertising campaign designed to encourage American families and children to take steps to protect themselves from the 2009 H1N1 flu virus.

“Since the outbreak of the H1N1 flu, many Americans have expressed concern about how they can protect themselves from being infected,” stated Peggy Conlon, president and CEO of the Ad Council. “We are proud to continue our longstanding partnership with the Department of Health and Human Services for this critical campaign that will educate parents and children about how to stay healthy. We are also grateful to Sesame Workshop for providing their resources and talent for the PSAs.”

As part of HHS and the Ad Council’s campaign, Sesame Workshop produced a television PSA featuring “Sesame Street’s” Elmo and Gordon explaining the importance of such healthy habits as washing your hands, avoid touching your eyes, nose and mouth, and sneezing into the bend of your arm.

The campaign was unveiled Friday morning by Sebelius at the HHS/Department of Education Childcare Center in Washington, D.C. The PSAs will be distributed nationwide and will be supported in airtime donated by television stations.

The new PSA campaign focuses on the importance of providing parents, teachers and children with accurate information about how to practice healthy habits, highlighting proper hand-washing and simple everyday actions that lead to staying healthy and keeping germs away. Created by Sesame Workshop, the television PSAs encourage audiences to visit www.cdc.gov to get more information on how to stay healthy. The PSAs are an extension of Sesame’s Healthy Habits for Life initiative, which helps young children and their caregivers establish an early foundation of healthy habits.

The Ad Council will be distributing the PSAs via satellite to television stations nationwide.

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Northwestern U. students win Diabetes Mine Design Challenge

BY Michael Johnsen

EVANSTON, Ill. Two Northwestern University teams took home the top two prizes awarded earlier this week in the Diabetes Mine Design Challenge, which asked teams to create new tools for improving life with diabetes.

The top winners were Eric Schickli, a graduate student in the Master of Science in Engineering Design and Innovation program in the McCormick School of Engineering and Applied Science, and Samantha Katz, a graduate student in the MMM program, a joint MBA and Master of Engineering Management program between the Kellogg School of Management and the McCormick School of Engineering and Applied Science.

For their efforts, they received a $10,000 prize.

The competition — run by the diabetes information Web site www.diabetesmine.com — was open to anyone, and judges received more than 150 entries, many from top universities across the country.

Schickli and Katz’s winning design was called the LifeCase and LifeApp system, a combined hardware and software system for iPhones that combines a lancer, test strips, a glucose meter, wireless insulin pump management and disease management software all in one package.

“I was looking for an independent study project, and my mother is a Type 1 diabetic, so I knew this would be a way I could help diabetics like her,” Schickli said. “She also had a network of people that we could tap for user interviews.”

By interviewing diabetics and researching diabetic products, the two quickly learned the main complaint about diabetic devices.

“Diabetics have to carry around cases filled with multiple devices to test their blood glucose, and it’s so cumbersome,” Katz said. “They were all looking for devices that could improve their lives and make diabetes take up less of their day,” Schickli added. They decided that an interface that combined aspects of diabetes management into one convenient device would be ideal.

Their final design is a modified iPhone case, complete with a glucose meter, lancer and strip storage. The software interface combines diabetes management software, insulin pump management software, and logs of meals and glucose readings.

The Most Creative award ($5,000) was won by an undergraduate team of Design for America students: Kushal Amin, Can Arican, Hannah Chung, Rita Huen, Mert Iseri, Kevin Li, Justin Liu, Yuri F. Malina, Katy Mess, and Sourya Roy. Involvement in the project crossed the borders of McCormick — students from the Weinberg College of Arts and Sciences and School of Education and Social Policy also participated.

Their design, “Jerry the Bear with Diabetes,” is an interactive stuffed toy and web-based play space for children with diabetes. Design for America is a new student-led initiative that creates social impact through human centered participatory design.

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IRI study: Consumers not worried about catching H1N1 virus

BY Michael Johnsen

CHICAGO Almost half of Americans (45%) are not concerned about getting a contagious disease like the novel influenza A (H1N1) virus, according to a new consumer survey conducted by Information Resources Inc.

However, that doesn’t mean Americans aren’t looking to actively protect themselves from catching the flu — 54% reported that they would wash their hands more frequently, 24% suggested they would venture out into the public less often and 20% said they would buy more alcohol-based or antibacterial hand cleaners in an effort to prevent infection.

“This epidemic announcement has caught the shoppers’ attention,” Thomas Blischok, president of consulting and innovation, IRI, told Drug Store News. “And their immediate [reaction] was to buy more hand sanitizers [and] any sort of ‘safety’-related products.”

Sales in those hand sanitizers and related products — like N95 masks, for example — spiked in the immediate aftermath of the H1N1 announcement but have dropped since. That could change this fall if the story of an H1N1 return to the U.S. dominates news broadcasts, as is likely, Blischok suggested, and retailers need to be prepared. For the retailer developing a strategy around this now, Blischok said, “it might be good to begin analyzing their data and understand exactly about people who were concerned about [H1N1] changed their purchase behaviors.”

Many of those products — hand sanitizers, facemasks, thermometers, even prescription antiviral medications — were reported out-of-stock when news of H1N1 first broke, Blischok noted. Now, retailers have a few months to prepare for an expected resurgence in demand around those products.

“I can even see the development of a ‘flu avoidance’ endcap,” Blischok said. “Information [and communication] will be key; understanding what people will buy will be key; [and] being very clear that you have the right assortment to support flu prevention will be key.”

Another important issue, especially for pharmacy operators, is the dissemination of information, Blischok said. Once alerted to the potential of a pandemic, Blischok said, consumers turned to their healthcare resources, such as the pharmacist, for more information.

“The clinics inside the drug stores have a great opportunity to really over-communicate things you can do to prevent flu, to avoid flu,” Blischok added. “The stores that have clinics can really win here, because they can do some diagnostics, etc., and really help people understand exactly the kinds of behaviors they should be undertaking to give themselves the greatest chance of not getting the flu.”

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