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Effective Communication of Air Quality Messages to the Public

This study explores the lack of awareness and understanding of air pollution and its health effects among the general public. It provides insights into the needs and requirements for effective air quality information dissemination.

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Effective Communication of Air Quality Messages to the Public

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  1. All a matter of choice: effective communication of air quality messages to the public Dr Kirsty Smallbone University of Brighton k.smallbone@brighton.ac.uk Work was funded by DEFRA

  2. Introduction • Air pollution is unlikely to drop below levels at which sensitive individuals will be affected (Mindell and Joffe, 2004; Brody et al., 2004). • Lack of awareness of the link between air pollution and health (Bickerstaff et al 2001; Howell et al., 2003; Brody et al., 2004; Lindley and Crabbe 2004). • Lack of public knowledge concerning how to access such information (Bell et al., 2005; Hussein & Partridge, 2002). IAPSC 11/12/12

  3. Introduction • Existing information may not be understandable to the general public (Shooter & Brimblecoombe 2008, Bickerstaff & Walker, 2001) • “I’m not sure what moderate ozone means, is it pollution from vehicles or a high pollen count?” (R63, St Albans) • “You get a message saying ‘moderate air pollution’ and you don’t know what it means, so you just ignore it”. (Male COPD, 55-64) IAPSC 11/12/12

  4. Key Research Themes • Current awareness of air quality • Perceived indicators of air quality & ill health • Current understanding & awareness of AQI • Needs and requirements of AQI • Dissemination for change IAPSC 11/12/12

  5. Methodology • Mixed methods approach • Online survey (Andrews et al., 2003) • Focus groups (Daley et al., 2010) • Small group workshops • Childrens’ group (9-11yrs) (Gibson et al., 2007) • Older adults group (60+ yrs) (Doyle et al., 2010) • Research ethics IAPSC 11/12/12

  6. RESULTS AIR QUALITY AWARENESS IAPSC 11/12/12

  7. Spatial perceptions • National level – road traffic IAPSC 11/12/12

  8. Spatial perceptions • Local level - variation • Pertinent local sources / halo effect • Perception of the city “Derby is a slightly darker city to be honest, so I’d imagine the pollution is worse there, but it’s probably in my mind isn’t it?” (Male, asthma, 45-540) IAPSC 11/12/12

  9. Temporal variations IAPSC 11/12/12

  10. Perceptions of pollutants • A question of pollen? • “Sometimes it comes on the weather, it often says you will get more pollen”. (Female, asthma and COPD, 55-65) • “Yes but that’s pollen isn’t it, it’s not pollution”. (Female, COPD, 65+). • Ozone not perceived as a pollutant • Countryside represents ‘safe space’ IAPSC 11/12/12

  11. Perceived indicators of AQ • Indicators of poor air quality • Smell & taste • Visual cues • Internalised feelings • Residues “Well your white washing, if you’re like a near a motorway, and it’s left out, its not white is it?” (Female, asthma, 55-64) IAPSC 11/12/12

  12. Perceived indicators of AQ & health • Health indicators of poor air quality • Shortness of breath (all) • Wheezing, headaches, coughing, heavy/tight chest (sensitive) “Pollution affects my asthma, causing wheezing, coughing, etc. It irritates my eyes and I suspect it also affects my overall health and wellbeing”. (R45) • Good awareness of ‘sensitive groups’ IAPSC 11/12/12

  13. Comparison of existing Air Quality indicators WHAT’S ALREADY OUT THERE? IAPSC 11/12/12

  14. Review of existing AQ indicators IAPSC 11/12/12

  15. Banding Lexis IAPSC 11/12/12

  16. AQI from the USA IAPSC 11/12/12

  17. Air quality indicators IAPSC 11/12/12

  18. Results NEEDS AND REQUIREMENTS IAPSC 11/12/12

  19. AQI information requirements • ALL you need to know…. • Advice (health effects & mitigation actions) • Location (local scale) • Level • Secondary information; • Sources, links to more information, governmental & individual actions, trends IAPSC 11/12/12

  20. AQI Lexis – needs & requirements • Easy to understand • “I didn’t really understand ‘effects are likely to be noticed by individuals who know they are sensitive to air pollution’. No one is going to know what that’s trying to say”. (Male, asthma, under 25, speaking about the UK AQI). • Jargon free • “How many times can you mention ‘sensitive’ in one paragraph? You know, people might not understand that concept, older people and children”. (Female, no health condition, 35-44) [UK AQI] • Advice and action IAPSC 11/12/12

  21. AQI Lexis – needs & requirements • Separate advice for different groups • “This [Canada] is quite sensible for asthma, compared to the others [general population] because it splits it up into two groups. It’s giving sensible advice, it’s not frightening that advice. I think its quite good”. (Male, COPD, 55-64) • Avoid fear-generated messages • “I think B [USA] scares me to flaming death! I’d never set foot outside the house with that one”. (Male, COPD, 65+) IAPSC 11/12/12

  22. AQI Lexis – needs & requirements • Comforting and reassuring • “I like it cause my missus would then say, ‘Oh I’d better make sure we don’t go and do so and so today’ rather than nagging me”. (Male, asthma, 65+) • Trivialisation • Use of colour • “Colours are a good idea to communicate info quickly and in easy to understand format”. (R103) • “Coloured scale makes it clear at first glance”. (R172) IAPSC 11/12/12

  23. AQI Lexis – needs & requirements • Clear and concise • Easy to understand • Focused jargon-free • Non-trivialising • In-depth and links to further advice • Separate health advice for sensitive/non-sensitive groups • Use of colour gradations to emphasise level IAPSC 11/12/12

  24. Bandings and Scale IAPSC 11/12/12

  25. Bandings and Scales • Bandings – show variation • “[Don’t like] limited levels, what affects you may not affect me and vice-versa”. (R155) • “If I could get a better idea of the air pollution, I can test myself against the condition of the day and then I know, at this level I can do that, and at this level I should stay in”. (Male, COPD, 65+) • Avoid large numerical index • “That one there, says 1-33, what does that mean? 33 what? Numbers 1 to 10 you can deal with can’t you”. (Female, no health condition, 25-33) IAPSC 11/12/12

  26. AQI Lexis – representation Green/blue = low/good Red/black = high/bad IAPSC 11/12/12

  27. INFORMATION SOURCES - BEHAVIOURAL CHANGE? IAPSC 11/12/12

  28. Air Quality - information sources IAPSC 11/12/12

  29. Health advice - information sources IAPSC 11/12/12

  30. Health advice - information sources IAPSC 11/12/12

  31. Changing Behaviours? Without health condition With health condition IAPSC 11/12/12

  32. Changing behaviours ✔ IAPSC 11/12/12

  33. Conclusions • Little awareness regarding diurnal variation and understanding of pollutants • Countryside perceived as a ‘safe space’ • Good awareness of sensitive groups, • Frustration over the perceived lack of air quality variation • Willingness to change behaviours to reduce exposure/prevent exacerbations IAPSC 11/12/12

  34. Recommendations • Level and localised distribution of air pollution is provided via media outlets • Raise awareness of the temporal / spatial distribution • Gradation in air quality required • Language should be simplified and succinct • Separate health / exposure advice for sensitive & non-sensitive groups • Advice should mention specific actions IAPSC 11/12/12

  35. Final words Concise focused advice empowers people to make behavioural changes “I want to know, how it affects my living and working environment, and how I can protect myself against it’s effects or help improve levels” (Female, NHC, 25-34) IAPSC 11/12/12

  36. Thank you Questions

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