#ShareMySeizure, An Education and Awareness Campaign to Improve Public Perception of Epilepsy

Background:

Epilepsy, the fourth most common neurological disorder, affects people of all ages. More than 3.4 million people in the United States live with active epilepsy, characterized by recurring unprovoked seizures. One in 26 people will develop epilepsy. The general public’s recognition of seizures and understanding of Seizure First Aid is very low.

Program background:

The Epilepsy Foundation, Centers for Disease Control and Prevention (CDC), and CBS Community Partnerships want to change that. Together they have created the #ShareMySeizure public awareness campaign to increase seizure recognition beyond the commonly portrayed convulsive tonic-clonic seizure. The campaign is intended to improve education and understanding of proper first aid in urban markets with diverse populations.

#ShareMySeizure, a five-year media campaign, launched in November 2016 for National Epilepsy Awareness Month. Initial spots by CBS focused on seizure recognition and highlighted real-world seizure footage. Wendy and Sarah, who shared their seizures, wanted everyone to understand there are many different types of seizures. PSAs aired on CBS in Chicago (WBBM), with digital/social media placements nationwide. Beginning in November 2017, the PSAs expanded to include CBS in Philadelphia (KYW).

Evaluation Methods and Results:

Audience samples (n=1,562) in Chicago and Philadelphia received post-airing quantitative surveys on attitudes and knowledge of epilepsy varied by racial, educational, economic and age characteristics. Qualitative surveys explored if the PSAs impacted perception and knowledge.

PSA viewers were likely to have visited the Epilepsy Foundation’s epilepsy.com. Viewers reported being more prepared to help someone having a seizure. The focus group participants did not know recommended steps for administering first aid -- not a primary focus of the produced spots.

In year three, four pre-production focus groups (n=34 people) were conducted in Philadelphia and Chicago. Participants evaluated potential themes highlighting importance of knowing proper Seizure First Aid. The focus groups were representative of both cities’ populations. Focus groups explored message likeability, understanding, relatability, and emotional resonance.

Conclusions:

The 2019 PSA features a high school basketball player who has a seizure during a game. Spots will run in March and April on CBS in Chicago and Philadelphia, and in Atlanta on the CW station (WUPA). Spots are themed and timed to run before and during CBS’s coverage of NCAA “March Madness” basketball tournament to reach a new audience with our messaging.

Baseline survey was conducted in February 2019 in Chicago, Atlanta and Philadelphia (n=1920 in each city). Results are pending. A post-run evaluation will occur in May 2019.

Years four and five of the campaign will continue to feature broadcast and digital partnership with CBS and collaborative support from CDC.

Implications for research and/or practice:

PSAs are a proven public health strategy to reach the general public for health promotion messages. Although this strategy has been effective for well-known chronic diseases and conditions, such as cardiovascular disease and diabetes, this project demonstrated that lesser known chronic conditions, such as epilepsy, can employ similar strategies to inform the public. Lesser known chronic condition stakeholders can benefit from national media partnerships to elevate public awareness of the condition they represent and improve lives of people and families impacted by the disease.