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Overview of Health Communication Campaigns. May 3 & 4, 2005. Before we get started…. Help yourself to refreshments! Please take materials from handouts table Pick one of the 4 campaigns that most interests you: Best Start’s Campaign on Alcohol and Pregnancy; Not to Kids Radio Campaign;
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Overview of Health Communication Campaigns May 3 & 4, 2005
Before we get started….. • Help yourself to refreshments! • Please take materials from handouts table • Pick one of the 4 campaigns that most interests you: • Best Start’s Campaign on Alcohol and Pregnancy; • Not to Kids Radio Campaign; • Preventing and Addressing Fetal Alcohol Syndrome Disorder; • Canadian Psychiatric Research Foundation • Move to the matching table and group (as per tent cards on the tables).
CDC 50 years • What is memorable about this video? • Why?
Definition of Health Communication • The process of promoting health by disseminating messages through mass media, interpersonal channels and events. • May include diverse activities such as clinician-patient interactions, classes, self-help groups, mailings, hotlines, mass media campaigns, events. • Efforts can be directed toward individuals, networks, small groups, organizations, communities or entire nations.
Where good health promotion and good communication practice meet. From Rootman and Hershfield, “Health Communication Research: Broadening the Scope”. Health Communication. 6(1), 69-72. (1996) THCU’s Definition of Health Communication
Comprehensive Health Communication campaigns (1) • goal-oriented attempts to inform, persuade or motivate behaviour change; • ideally aimed at the individual, network, organizational and community/societal levels; • aimed at a relatively large, well-defined audience (i.e.,they are not interpersonal persuasion); • provide non-commercial benefits to the individual and/or society;
Comprehensive Health Communication campaigns (2) • occur during a given time period, which may range from a few weeks to many years; • are most effective when they include a combination of media, interpersonal and community events; and, • involve an organized set of communication activities. • Based on Everett M. Rogers, and J. Douglas Storey, “Communication Campaigns,” in Charles R. Berger and Steven H. Chaffee (eds.), Handbook of Communication Science, Sage: Newbury Park, CA, (1988).
Types of Health Communication • Persuasive or Behavioural Communications (which may employ social marketing strategies) • Risk Communication • Media Advocacy • Entertainment Education • Interactive Health Communication • Development Communication • Participatory Communication
Goals • To assist agencies and individuals involved in health promotion initiatives to plan, implement and evaluate communication campaigns. • To enhance participants' abilities to critically assess health communication products and campaigns. • To increase awareness, understanding and access to a broad range of services and resources available through THCU and others.
Objectives • By the end of the workshop, participants will be able to: • define health communication and communication campaigns; • explain the importance of, and basic process involved with completing each of the 12 steps outlined in the workshop; • understand how to use a variety of THCU’s tools to complete each of the 12 steps • conduct a health communication campaign by following the 12 steps and using other relevant services and resources available through THCU.
Business • Evaluation • Bike rack • Signup sheet • Materials • Materials for review (afternoon) • Contract to proceed
Case Study Implementing THCU’s Twelve Step Health Communication Model: Case Study #4 Project Breakthrough: A Campaign to Reduce Stigma Attached to Mental Illnesses from the Canadian Psychiatric Research Foundation August, 2006 http://www.thcu.ca/infoandresources/publications/hccasestudy4.cprf.v1.03.pdf
The 12 steps (1) • Manage time, costs, data, participation and decision-making. • REVIEW Health Promotion strategy to determine role of communication, evaluation and indicators. • Gather and interpret qualitative and quantitative data to understand audience behaviors, demographics, and psychographics. • Inventory communication channels, vehicles, events and resources already available to you. • Set meaningful and strategic communication objectives.
The 12 steps (2) • Select the most effective and efficient (greatest reach at least cost) vehicles • Sequence and combine your activities to be most effective as well as efficient • Determine the "now what, so what, and what's" of your message strategy as well as approach (type of appeal, source, tone, etc) • Determine what you want your audience to think and feel about you, your issue, and your organization.
The 12 steps (3) • Produce the best products within budget and on time. • Implement a comprehensive multi-level communication campaign. • Gather, interpret and act upon your formative, process and summative evaluations.
Project Management Step One
Step 1 Action Summary: Project Management • Nature of task • Develop plan to manage stakeholder participation, time, money, other resources, data gathering and interpretation, decision-making. • Complete worksheet and/or adopt/adapt sample project management worksheets. • Generic information p. 11 wkbk • Blank worksheets p. 80 wkbk • Sample filled-in worksheets http://www.thcu.ca/infoandresources/Step1HealthCommunicationProjectManagement.htm
Step 1 Action Summary: Project Management - Tips • Develop plan to engage stakeholders in a meaningful way. • Establish a clear decision-making process. • Establish a clear timeline for working through the 12 campaign steps. • Plan how you will distribute your available resources throughout the 12 steps. • Consider what data is required for you to make decisions at each of the 12 steps.
Larry's tips for communication planning • Use "right brain" methods • Use small groups to generate drafts, lists of possibilities & large group to revise, prioritize, critique • Use your time to create end documents from the outset e.g. creative briefs • Use minutes to track key decisions, milestones, action steps, reminders.
Cadillac Thorough, evidence-based audience analysis Develop materials from scratch Very rigorous 345 hours of a coordinator’s time 29-47 weeks 9, ½ day meetings, 1 full day Ford This is the minimum level of resources required to achieve change through a health communication campaign. Use existing experience for audience analysis. Use and/or adapt existing materials. Requires 100 hours of a coordinator’s time; 10-15 weeks; and three ½-day and one full-day meeting. Project Management Examples
Three brick layers were asked what they were doing. One said, “I’m laying bricks”. The second replied, “I’m building a wall”. The third stated, “I’m building a temple”.-Anon.
Revisit Your Health Promotion Strategy Step Two
Objectives Game • You have received one piece of different communication objectives. • There are four pieces for each objective, each with a different colour. • Work with the people in the room to piece together the objectives. In the best way!
Step 2: Health Promotion Strategy Action Summary • Nature of task • Establish/confirm a complete health promotion strategy. • Complete worksheet. • Generic information p. 15 wkbk • Blank worksheets p. 85 wkbk
Step 2: Revisit Health Promotion Strategy - Tips • Consider measurable objectives at all four levels (i.e. individual, network, organizational, societal) and ensure they are realistic, clear, specific, a strategic priority, measurable, attainable, and time-limited. • Ensure your project team is aware and supportive of your health promotion strategy. • Use logic models as well as narratives (stories, vignettes, etc.) to review and describe the strategy.
Three Approaches to Health Communication • Media • Limited involvement • Appropriate only for certain objectives • Interpersonal Communication • May flow from media messages as opinion leaders and others share, endorse, etc. • More involvement • Events • Combination of media and interpersonal • Designed to be newsworthy
