Mind Your Risks®: Translating Health Disparities Research into Effective Health Communications

Background:

Barbara McMakin is Chief of the Media Relations Branch in the Office of Neuroscience Communications & Engagement (ONCE) at the National Institute of Neurological Disorders and Stroke (NINDS).

High blood pressure (HBP) is the leading modifiable risk factor for stroke. Research shows uncontrolled HBP increases the likelihood of dementia. Black men are at greater risk because they have a higher rate of HBP compared to white males.

Program background:

Given this clear disparity, NINDS partnered with Fors Marsh and CMRignite to modify the Mind Your Risks^® campaign to focus on educating Black men ages 28-45 about the link between HBP, stroke, and dementia and motivate them to control their HBP now to help prevent stroke and dementia later in life.

Evaluation Methods and Results:

A cultural context audit and literature review were conducted to understand how Black men receive health information and their behavior change motivators. Two rounds of focus groups were completed to understand the audience’s knowledge about the connection between HBP, stroke, and dementia, collect feedback on existing materials, and test new materials. Findings were then translated to create a compelling, evidence-based campaign grounded in behavior change theory that helped our audience see themselves in the message.

Conclusions:

The campaign was disseminated in Atlanta through targeted advertising, trusted media, and relatable messengers beginning May 2022. As a result, a survey with 100 Black men in Atlanta found that 79.8% learned something new, 84.9% had increased awareness, and 98% reported the materials made them feel empowered to manage their HBP.

Implications for research and/or practice:

During this panel presentation, Ms. McMakin will discuss the new campaign, focusing on how NINDS leveraged research findings and audience insights to create and refine new and compelling campaign messages, advertisements, and educational materials. Ms. McMakin will summarize effective strategies and lessons learned for translating research into effective behavior change materials, including how to engage Black men through authentic imagery, tailored messages, and influencers.