Analysis of the CDC's Clean Hands Count Campaign Case Study

This case study analyzes the Clean Hands Count campaign launched by the Centers for Disease Control and Prevention (CDC) to promote hand hygiene, particularly among healthcare providers and patients. The campaign's objectives, strategies, and outcomes are examined, highlighting its focus on addressing the spread of infectious diseases through improved hygiene practices. The analysis includes the campaign's strategic use of digital platforms, videos, posters, and other resources to raise awareness and empower patients. The study also reviews the CDC's role in public health and the campaign's success in achieving its goals, considering the impact of hand hygiene on reducing the prevalence of infectious diseases. The study also briefly compares it to similar campaigns by WHO and Florida Department of Health.

CASE STUDY ANALYSIS

Table of Contents
Introduction........................................................................................................................................................3
Introduction of the Campaign............................................................................................................................3
Operation of the campaign.................................................................................................................................6
Evaluation of the campaign................................................................................................................................6
Conclusion..........................................................................................................................................................7
References..........................................................................................................................................................8

Introduction
Campaign is defined as the actions that are necessary to fulfil certain results (Rosenberg et al., 2015).
Campaigns are generally termed as advertisements and the main goal of designing a campaign is to address
the issue that is raised for ensuring achievement of safety standards (Lupton, 2015). In this current study, a
campaign will be analysed. Generally, a campaign is designed following certain steps and this study will
identify these steps. In this particular study a campaign designed by Centers for Disease Control and
Prevention (CDC) will be analysed.
Introduction of the Campaign
In this study the campaign, Clean Hands Count Campaign will be analysed. As the name of the
campaign reflects this campaign mainly aims to display the safety standards that are to be adopted for the
wellbeing of the human. This campaign was designed by the organization on the May 5th which is identified
as the World Hand Hygiene Day("Clean Hands Count Campaign | Hand Hygiene | CDC", 2019). Thus, it
can be observed that the organization chose the campaign strategically. The campaign aims to address all the
aspects about hand hygiene and for this the campaign has been designed by considering the plausible ways
that can be adopted to achieve proper hand hygiene. Empowering the patients has been the focus of the
campaign. Thus, it can be seen that campaign has been designed strategically to shed light upon all the
purview of maintaining hand hygiene.
The issue that has urged the organization to devise such a campaign, because in it has been observed
that lack of proper hygiene has resulted in evolution of serious diseases and for the maintenance of proper
hygiene washing hands is the first step towards safety. Hand hygiene thus can be considered as the first step
towards tackling serious issues (Keusch et al., 2016). Patients seek healthcare services from the healthcare
providers with a view that seeking service from the healthcare providers would relieve them and this
dependency of the patients upon the healthcare providers makes the issue more complicated because it is the
responsibility of the healthcare providers to ensure that proper hygiene standards are adopted. While seeking
service from the healthcare providers hands are the first point of contact so it is very significant for the
healthcare provided top ensure that hygiene level is met (Hutton & Chase, 2016). Thus, the lack of proper

hand hygiene has been the issue behind the design of such a campaign which is named as Clean Hands
Count Campaign.
Other organizations which devised campaign with the same content are WHO (World Health
Organization) and Department of health in Florida Sarasota County. The campaign designed by WHO
shows that the campaign designed for creating awareness among the people’s and the tagline of the
campaign was Save live Clean your hands, this campaign mainly shows that cleaning hand at the right time
prevents spread of diseases, campaign further specifies that in order to stop the spread of diseases cleaning
hands will play role of antibiotics("SAVE LIVES: Clean Your Hands", 2019). Now considering the similar
campaign by Florida department of Health in Sarasota County it can be observed that this campaign was
designed by the health department authority to promote hand washing regime as the organization specified
that lack of hand washing leads to respiratory flu and other diseases.
Now taking into consideration other campaign which are designed by the CDC organization it can be
observed that the organization has designed campaign to raise awareness among individuals considering
several aspects and this is visible when the campaigns by the organization are considered.
 Campaign upon Hepatitis B
 Campaign upon awareness generation on Rx("Featured Campaigns | Gateway to Health
Communication | CDC", 2019)
 Campaigns upon diabetes awareness
 Campaigns & Initiatives for safety upon medication program
 Campaign upon health
 Campaign upon education on Self-Management
 Campaign on Physical Activity
Overview of the organization
CDC (Centers for Disease Control and Prevention) was formed back in 1946 and thus it can be said
that the organization have been serving from last decades. This organization was developed by United States
Federal agency under the health department. The organization since after its formation focused upon the
protection aspects of public health and this is the reason the organization now has achieved the leading

position in United States. The organization mainly concentrates upon developing the prevention measures
for diseases and also the control measures. The organization covers all kinds of infectious diseases and the
food borne diseases along with this the environmental aspects, occupational hazards are also considered by
the organization. The headquarter of the organization is located at Atalanta, Georgia. According 2015
reports of the company 10,899 employees work under this organization. And the annual budget generally
revolves around $11.1 billion US dollars ("About CDC 24-7", 2019).
Clean Hands Count Campaign has been selected for this assignment because after the introduction of
this campaign this campaign gained much importance among the mankind and almost all the targets of this
campaign have agreed to the fact that this campaign have resulted in low occurrence of the infectious
diseases. Along with modernization, several technologies have been developed and these technologies ease
the work of the mankind but it is to be noted that along with the benefits, these technologies have dangerous
disadvantages linked with it and breakout of certain climate change disease which are not curable are fall out
of this climate change which in turn is an outcome of the excessive usage of technology (Lock & Nguyen,
2018). The breakout of infectious disease all over the world have increased however it can be also noted that
adopting proper hygiene can reduce the degree of the infectious disease (Nazir, 2017)and this campaign
upon cleaning hands properly is mainly designed to tackle the outbreak of the infectious diseases (Khuroo &
Khuroo, 2016).
CDC introduced this campaign back in 2016 and this campaign was into practice for one year during
this one year this campaign achieved several success stories and this is the reason behind the selection of this
campaign. This campaign even won the Digital health Communication award for its excellent contribution
towards the public health.
The prime objectives of this campaign were to improve the hygienic practices of the healthcare
providers. Campaign even aimed to clear the myths which are linked with the hand hygiene practices.
Finally, this campaign aims to empower the patients. The overreaching message behind the campaign was to
create awareness regarding the adoption of the proper hygiene practices specially among the healthcare
providers who are solely responsible for taking care of the patients within a hospital. The campaign thus

mainly develops strong message about the protection of the patients and the healthcare providers from the
infectious diseases.
Operation of the campaign
Thar target group identified for this campaign is the healthcare providers and the patients of the
hospitals. The campaign is designed in such a way that will urge the target group to adopt the methods
displayed by the campaign. The campaign has shed light upon the lack of adoption of proper hygiene, even
the campaign has shown how this lack of adoption of the hygienic ways can result in spread of a disease and
how both patient and the healthcare provider have to suffer for this.
The campaign has become a successful one because after the implementation of the campaign
several success stories have came into light, even the occurrence of the spread of the infectious diseases
reduced after the implementation of the campaign ("Clean Hands Count: A Story of Success | CDC
Foundation", 2019). The campaign was designed in such a way that it made the target group of the campaign
to realize the fact where they lack and soon after the campaign this realization came into cation by the target
group and made this campaign a successful one.
The strategies which made this campaign a successful one was the usage of the technology along
with the usage of the traditional methods of creating the awareness. Campaign utilized the videos, posters,
brochures and the factsheets to create impact upon the target group. Even infographics and press release
were utilized as part of the campaign to create awareness. The main reason behind the success of this
campaign was the heavy usage of the digital platforms like YouTube, Social media and many more.
Evaluation of the campaign
As such this campaign have no grounds which can make it better. If the target group of the
considered to be considered it can be observed that only two groups are targeted. The adoption of proper
hand wash regime is required by almost all individuals hence the target group of the campaign can be
increased.

Conclusion
From the above analysis upon the campaign on clean hands it can be concluded that the campaign
has achieved its aims because of the proper strategic communications planning. The campaign has become a
successful one because of the proper implementation and the adoption of the methods for spreading the
message behind the campaign.

References
About CDC 24-7. (2019). Retrieved 22 September 2019, from https://www.cdc.gov/about/default.htm
Clean Hands Count Campaign | Hand Hygiene | CDC. (2019). Retrieved 22 September 2019, from
https://www.cdc.gov/handhygiene/campaign/
Clean Hands Count: A Story of Success | CDC Foundation. (2019). Retrieved 22 September 2019, from
https://www.cdcfoundation.org/blog/clean-hands-count-story-success
Featured Campaigns | Gateway to Health Communication | CDC. (2019). Retrieved 22 September 2019,
from https://www.cdc.gov/healthcommunication/campaigns/
Hutton, G., & Chase, C. (2016). The knowledge base for achieving the sustainable development goal targets
on water supply, sanitation and hygiene. International journal of environmental research and public
health, 13(6), 536.
Keusch, G. T., Walker, C. F., Das, J. K., Horton, S., & Habte, D. (2016). Diarrheal diseases.
Khuroo, M. S., & Khuroo, M. S. (2016). Hepatitis E: an emerging global disease–from discovery towards
control and cure. Journal of viral hepatitis, 23(2), 68-79.
Lock, M., & Nguyen, V. K. (2018). An anthropology of biomedicine. John Wiley & Sons.
Lupton, D. (2015). The pedagogy of disgust: the ethical, moral and political implications of using disgust in
public health campaigns. Critical public health, 25(1), 4-14.
Nazir, M. A. (2017). Prevalence of periodontal disease, its association with systemic diseases and
prevention. International journal of health sciences, 11(2), 72.
Rosenberg, A., Agiro, A., Gottlieb, M., Barron, J., Brady, P., Liu, Y., ... & DeVries, A. (2015). Early trends
among seven recommendations from the Choosing Wisely campaign. JAMA internal
medicine, 175(12), 1913-1920.
SAVE LIVES: Clean Your Hands. (2019). Retrieved 22 September 2019, from
https://www.who.int/gpsc/5may/en/