Evidence of rapid changes in Lyme disease awareness in Canada.

Lyme disease (LD) is emerging in Canada. A key preventive strategy is promoting the adoption by the general public of personal preventive behaviors regarding tick bites. The aim of this study was to measure the changes in public awareness toward ticks and LD before and after the launch of a national communication campaign in Canada using data from two surveys conducted in March and December 2014. The results show a significant increase in awareness of LD after compared to before the campaign, but also suggest that the importance of this increase is not equal amongst Canadian regions. Moreover, respondents whose level of awareness increased most significantly were those who lived in regions with low entomologic risk. The findings underline the importance of risk communications for emerging diseases and reinforce the need to understand the specific characteristics of the targeted populations before the implementation of communication campaigns to increase their efficacy.