Overview of Health Communication Campaigns

1. Overview of Health Communication Campaigns May 3 & 4, 2005

2. 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).

3. Definitions and Types of Health Communication Campaigns

4. CDC 50 years • What is memorable about this video? • Why?

5. 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.

6. 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

7. 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;

8. 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).

9. 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

16. 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.

17. 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.

18. Agenda: Day One Morning

19. Agenda: Day One Afternoon

20. Agenda: Day Two Morning

21. Agenda: Day Two Afternoon

22. Business • Evaluation • Bike rack • Signup sheet • Materials • Materials for review (afternoon) • Contract to proceed

23. Steps

24. 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

26. 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.

27. 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.

28. 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.

30. Project Management Step One

32. 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

33. 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.

35. 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.

36. Project Management Worksheet (pg 84 wkbk)

37. 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

38. 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.

39. Break

40. Revisit Your Health Promotion Strategy Step Two

41. 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!

42. 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

43. Health Promotion Strategy Worksheet: Page 18 Workbook

44. 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.

45. Developing a Multi-Level Health Promotion Strategy

47. Developing a Multi-Level Health Promotion Strategy (2)

48. Health Communication as a Part of Health Promotion

49. 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

50. Health Communication as a Part of Health Promotion