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Using Health Communications & Media Strategies to Create Community Change: An Overview January 29, 2015 Host: Linda Barovier Youtube Link: https://youtu.be/7yodANpu3cU

Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

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Page 1: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Using Health Communications & Media

Strategies to Create Community Change: An

Overview

January 29, 2015

Host: Linda Barovier

Youtube Link: https://youtu.be/7yodANpu3cU

Page 2: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Orientation to the Technology

Page 3: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Welcome and Introductions

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Today’s Roadmap We will start by…

o Creating a common language to describe health communications and media strategies

Then we will…

o Discuss seven (7) health communications or media strategies that target knowledge, attitudes or behavior

We will end by…

• Identifying four (4) media strategies that can support environmental change

Page 5: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Learning Objectives

As a result of participating in today’s training, participants will:

o Identify seven health (7) communications strategies that could be used in substance abuse prevention efforts

o Describe at least one example each of how a health communication has been used to change knowledge, attitudes or behaviors in their work

Page 6: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Health Communications1

“The study and use of communication strategies to

inform and influence individual and community

decisions that enhance health.”

Page 7: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Health Communications Types (7)1

• Public Relations

• Advertising

• Education Entertainment

• Individual & Group Instruction (Education)

• Media Literacy

• Media Advocacy

• Social Marketing

Page 8: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Peer Sharing

Using the chat box function, please share a question

you might have about one of the health

communications that interested you or intrigued you.

Page 9: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Health Communication Targets2

Knowledge

Attitudes

Behaviors

Page 10: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Health Communications Targeting Knowledge

Page 11: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Public Relations1,2,3

Promotes the inclusion of messages about a health

issue or behavior in the mass media

Page 12: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Advertising1

Places paid or public service messages in the

media or in public spaces to increase awareness of and support for a product, service or behavior.

Page 13: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Education Entertainment1

Seeks to embed health-promoting messages and

storylines into entertainment and news programs or to eliminate messages that counter health

messages; Can also include seeking

entertainment industry support for a health issue

Page 14: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Partnership Development1,2,4

Increases support for a program or issue by

harnessing the influence, credibility, and resources of profit, nonprofit, or governmental

organizations

Page 15: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Peer Sharing

Using the chat box function, please share an example

of a health communication that was effective in

raising awareness about or mobilizing stakeholders

around a health issue

Page 16: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Questions?

Page 17: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Health Communications Targeting Attitudes

Page 18: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Individual and Group Instruction1,2

Influences, counsels, and provides skills to support desirable behaviors

Page 19: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Media Literacy1,2,5,6

Teaches intended audiences (often youth) to

deconstruct media messages so they can identify

the sponsor’s motives; Also teaches communicators how to compose messages

attuned to the intended audience’s point of view

Page 20: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Peer Sharing

Using the chat box, please share an example of a

health communication that was effective in changing

a health related attitude

Page 21: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Questions?

Page 22: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Health Communications Targeting Behavior

Page 23: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Social Marketing1,2,10,11

Social marketing is the application of commercial

marketing technologies to the analysis, planning, execution, and evaluation of programs designed

to influence the voluntary behaviors of target

audiences in order to improve their personal welfare and that of their society.

Page 24: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Media Advocacy1,2,7,8,9

Seeks to change the social and political

environment in which decisions that affect health

and health resources are made by influencing the mass media’s selection of topics and by shaping

the debate about those topics.

Page 25: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Peer Sharing

Using the chat box, please share an example of a

health communication that was effective in changing

a health related behavior

Page 26: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Activity – Match Up Polling

Page 27: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Questions?

Page 28: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Time for a Stretch Break!

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Risk and Protective Factors Targeted by Health Communications

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Perception

of Risk/Harm

Risk or Protective Factors Targeted

Page 31: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Access /

Availability

Risk or Protective Factors Targeted

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Norms

Supporting

Use

Risk or Protective Factors Targeted

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Health Communications or Media Strategies that Support

Environmental Change

Page 34: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Changing the Environment

Change the larger

environment

Public Relations

Media Literacy

Media Advocacy

Social Marketing

Page 35: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Activity – Match Up Polling

Page 36: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Effectiveness- Synergistic Effects

• Increase community readiness

• Mobilize community

• Increase capacity to act

Public Relations Relations/Public

Education Campaigns

• Change view of individual about behavior

• Change norm of community

• Create momentum to change policy*

Social Marketing

• Support changes in policy

• Create climate to support enforcement of policy

Media Advocacy

*Policy = community level regulations, policy, ordinance or laws

Page 37: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Final Questions or Comments?

Page 38: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Coming Soon: Advanced Media Strategies Series

Public Relations

Media Advocacy

Media Literacy

Social Marketing

Page 39: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Training Evaluation

https://www.surveymonkey.com/s/healthcommoverview

Please click on this link now:

Page 40: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Contact Information

Linda Barovier

RI Partnership for Success Coordinator

RI Department of Behavioral Healthcare,

Developmental Disabilities and Hospitals

Barry Hall – Room 357, 14 Harrington Road

Cranston, RI 02920

Phone: 401/462-2485

Email: [email protected]

Page 41: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

References 1. National Cancer Institute. Theory at a Glance: A guide

for health promotion practice (2nd Edition). National Institutes of Health. NIH Pub. No. 05-3896. Washington DC: September 2005. http://www.cancer.gov/cancertopics/cancerlibrary/pinkbook

2. Schiavo, R. (2014) Health Communication: From Theory to Practice. 2nd ed. San Francisco, CA: Jossey-Bass.

3. Schiavo, R. (2007). Health Communication: From Theory to Practices, Jossey-Bass, pp. 121-146

4. KU Work Group for Community Health and Development. (2011). Lawrence, KS: University of Kansas. Retrieved August 2011, from the Community Tool Box: http://ctb.ku.edu

Page 42: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

References 5. Renee Hobbs, Knowledge Quest -Turning the Page in

Minneapolis. (2011). Empowering Learners with Digital and Media Literacy

6. National Association for Media Literacy Education. (2007, November). Core principles of media literacy education in the United States. Retrieved September 5, 2014, from http://namle.net/wp-content/uploads/2013/01/CorePrinciples.pdf.

7. American Public Health Association.(undated)APHA Media Advocacy Manual Washington, DC: APHA.

8. http://www.cdc.gov/tobacco/stateandcommunity/counter_marketing/manual/pdfs/chapter9.pdf

9. Dorfman, L., Sorenson, S. and Wallack. Working Upstream: Skills for Social Change.(undated). Berkley Media Studies Group Public Health Institute.

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References

10.Lefebvre, R.C. (2013) Social Marketing and Social

Change: Strategies and Tools for Improving Health,

Well-Being, and the Environment. San Francisco,

CA: Jossey-Bass.

11.CDCynergy Social Marketing Edition

http://www.orau.gov/cdcynergy/soc2web/default

.htm

12.Turning Point Series

http://turningpointprogram.org

Page 44: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

General Resources and Tools

• Schiavo, R. (2014) Health Communication: From Theory to Practice. 2nd ed. San Francisco, CA: Jossey-Bass.

• KU Work Group for Community Health and Development. (2011). Lawrence, KS: University of Kansas. Retrieved August 2011, from the Community Tool Box: http://ctb.ku.edu

• National Cancer Institute. Theory at a Glance: A guide for health promotion practice (2nd Edition). National Institutes of Health. NIH Pub. No. 05-3896. Washington DC: September 2005. http://www.cancer.gov/PublishedContent/Files/cancertopics/cancerlibrary/TAAG3.pdf

• Making Health Communications Work http://www.cancer.gov/cancertopics/cancerlibrary/pinkbook

Page 45: Using Health Communications & Media Strategies to Create … · health communications and media strategies Then we will… o Discuss seven (7) health communications or media strategies

Adapted from:

Substance Abuse and Mental Health Services

Administration, Center for the Application of

Prevention Technologies. (January 2013). Using

Health Communications and Media Strategies

to Create Community Change [webinar

series]. Rockville, MD: Author.

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