Table 1 CMV messages tested during Phase 1, by communication concept

Communication Concept 1:

CMV is severe.

 1. Congenital CMV is a very serious condition.

 2. Some babies born with congenital CMV develop disabilities such as hearing loss, vision loss, or mental disability.

 3. Congenital CMV is one of the most common causes of birth defects.

 4. Emma is not a typical three-year-old. She rarely rolls over and cannot sit up on her own. She makes lots of noise, but has yet to speak a word. She does not drink from a sippy cup or feed herself - most of her food is provided through a feeding tube. She has multiple seizures each day. Developmentally, she is five months old. These issues, along with many others, are the result of Emma’s congenital CMV.

Communication Concept 2:

CMV is common.

5. CMV is the most common congenital infection.

6. Each year, 30,000 babies are born with CMV.

7. 1 in 150 babies are born with congenital CMV infection.

8. 1 in 750 babies has a disability due to congenital CMV.

9. Each year, 5500 babies develop a disability due to congenital CMV.

10. Congenital CMV causes as much disability in children as Down syndrome, fetal alcohol syndrome, or spina bifida.

Communication Concept 3:

CMV is preventable.

11. Congenital CMV is preventable.

12. You can protect your baby from congenital CMV.

13. A pregnant woman can prevent transmission of CMV by washing hands often and trying to avoid getting a young child’s urine or saliva in her eyes, nose, or mouth.

14. Studies show that pregnant women can prevent CMV infection by following a few basic prevention guidelines.

15. Avoiding contact with urine or saliva—especially from preschool children—can lower your chance of getting CMV and passing it to your unborn baby. Here are a few simple steps to avoid getting urine and saliva in your eyes, nose, or mouth:

  • Wash your hands often with soap and water, especially after

   - changing diapers,

   - feeding a child,

   - wiping a child’s nose or mouth,

   - handling children’s toys. If water is not available, use an alcohol-based hand sanitizer.

  • Do not share food, drink, or utensils with young children.

  • Do not put a child’s pacifier in your mouth.

  • Clean toys, countertops, and other surfaces that come into contact with children’s urine or saliva with soap and water or a disinfectant.

  • Avoid contact with saliva when kissing a young child.