Communication Research
For formative projects, Westat uses both quantitative and qualitative methods to determine how
health issues are perceived by target audiences and how clients can communicate with them persuasively. Our outcome
evaluations investigate both small and large media-based health interventions using multimethod data collections and
rigorous analysis.
- The CDC's Youth Media Campaign uses paid advertising to increase and maintain regular physical
activity among youth aged 9 to 13. Westat's evaluation activities include the following:
- Outcome study of campaign effects using two longitudinal panels of more than 17,000 children
and parents surveyed annually;
- Assessment of the effect of differential media doses;
- Continuous tracking of advertising awareness and understanding;
- On-site evaluation of VERB events; and
- Logistical support for formative research.
- For NIDA, Westat is evaluating the outcomes and impact of the National Youth Anti-Drug Media Campaign.
This campaign, which is implemented by the White House Office of National Drug Control Policy (ONDCP), is designed to
discourage youth from illicit drug use. Westat designed and is conducting the National Survey of Parents and
Youth, a panel survey that is the basis for annual reports used by ONDCP and Congress to shape policy decisions
and improve campaign operations.
- Westat assists NCI's Cancer Information Service (CIS) to assess key outreach and communication
functions. We developed a comprehensive 5-year evaluation plan that is currently being implemented.
Westat conducted a CATI survey of 2,500 callers to the CIS telephone information service to determine how
NCI could better its public inquiry services. We also conducted a survey of 300 partner organizations to
ascertain NCI partners' capacity to reach minority and underserved populations; satisfaction with their partnership; and
awareness of CIS programs, products, and services.
- Westat has supported the CDC's National Diabetes Prevention Center on a variety of tasks, including
the following:
- Holding community forums attended by more than 500 Native Americans to identify effective
communications strategies;
- Conducting focus groups to inform the development of appropriate diabetes health promotion
messages; and
- Creating a Native American communication strategy for CDC and the Indian Health Service,
including an information toolkit, a video, a book series for children, and a compendium of "promising practices"
from 400 tribes.
- Westat assists CDC and the Health Services and Resources Administration (HRSA) to evaluate its promotion of its
Poison Helpline, a toll-free number for poison control information and assistance. Using surveys,
call record analyses, focus groups, and informant interviews, Westat will provide CDC and HRSA with a measure of
the effectiveness of their efforts to date and guidance for improving outreach efforts.
- Westat conducts a series of projects with the CDC on web site design and optimization. Using content
analysis, usability testing techniques, and audience research, we are engaged in improving CDC's web sites for Spanish
speakers, as well as for those seeking information about the following:
- Reproductive health;
- Injury prevention;
- Smoking;
- Bioterror; and
- Women's health
.
- Since 1999, Westat has conducted formative, process, and summative evaluation research to inform and evaluate the
CDC-sponsored National Folic Acid Campaign. The campaign, aimed at increasing knowledge and awareness
that prepregnancy consumption of folic acid reduces the risk of neural tube defects, currently targets
Hispanic women. Westat conducts large-scale telephone interview surveys with Hispanic women
of reproductive age to assess the impact of CDC-sponsored folic acid education and outreach activities.
- Westat assists CDC in developing health communication programs for health professionals and the general
public. Task orders have included the following:
- Formative research for a media campaign to deglamorize tobacco and alcohol use among the young;
- An inventory of organizations that deal with family and intimate violence; and
- An evaluation of risk communication materials targeted to health workers who work with
Spanish-speaking children.
For more information about the Health and Medical Studies Research Area,
please send us a message.
