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A New England Community Water Fluoridation Campaign: Using Social Marketing and Community M obilization for Policy Change. Catherine Hayes, D.M.D, Dr.Med.Sc. New England Community Water Fluoridation Campaign. - PowerPoint PPT Presentation
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A New England Community Water Fluoridation Campaign: Using Social
Marketing and Community Mobilization for Policy Change
Catherine Hayes, D.M.D, Dr.Med.Sc.
New England Community Water Fluoridation Campaign
• With support from DentaQuest, HRiA is designing, implementing and evaluating a CWF effort in two states, Massachusetts and Vermont via two main strategies:
– Community coalition building – Community-based social marketing campaign
Definition of a Coalition
• An organization of individuals representing diverse organizations, factions or constituencies who agree to work together in order to achieve a common goal.
- Feighery & Rogers, 1989
• An organization of diverse interest groups that combine their human and material resources to effect specific change that members are unable to bring about independently. - Brown, 1984
Why Community Coalitions?
• Address new and broader issues
• Encourage collaborative problem solving
• Create culturally relevant solutions
• Provide more cost effective and coordinated services – minimize duplication of services
• Leverage additional/new resources
• Increase communication within community
Community Readiness…
… is the extent to which a community is adequately prepared to
mobilize for and implement a project or initiative
Role of coalition (readiness) in establishing community readiness
Source: J. Liebman and K. Abrams, The Six Stages of Community Mobilization for Prevention, Southwest Center for the Application of Prevention Technology (CAPT), University of Oklahoma, Norman, OK, Draft, 2003.
Community Involvement
• Minigrant to Community
• Hire coordinator from the community in collaboration with the coalition
Social Marketing
• Turning audience insight into effective strategies
• Creating multi-strategy solutions
• Understanding where you’re coming from
Social Marketing
• Focus Groups• Stakeholder Interviews• Creative Brief• Design concepts• Campaign Implementation
Evaluation
• Public Support– Polling
• 10 days before campaign, midpoint, & end of campaign
• Policy Change– Key Informant interviews– Review of documents/media
Public Relations Strategy• “War Room” – PEW Rapid Response
team
Discussion
• Progress
• Challenges
• Successes
Next Steps