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Using Poll Tested Messaging in Health Equity Work Chris Coughlin February 21 , 2013

Using Poll Tested Messaging in Health Equity Work Chris Coughlin February 21 , 2013. NWHF Health Equity Survey PREPARED FOR Northwest Health Foundation Health Reform Advocacy Learning Cohort December 2012 www.dhmresearch.com. Research Design.

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Using Poll Tested Messaging in Health Equity Work Chris Coughlin February 21 , 2013

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  1. Using Poll Tested Messaging in Health Equity Work Chris Coughlin February 21, 2013

  2. NWHF Health Equity Survey PREPARED FOR Northwest Health Foundation Health Reform Advocacy Learning Cohort December 2012 www.dhmresearch.com

  3. Research Design • Telephone survey with 600 completed interviews • Conducted December 14-17, 2012 • Averaged 10 minutes in length • Quotas for age, gender, and area of state by split (Split A=300, Split B=300) for representative sample • Quality control measures, including monitoring interviews, callbacks, and validations • Margins of error at the 95% confidence level: • N=600 (Total Sample): +/- 4.0% • N=300 (Split A,B): +/-5.7%

  4. Access to Health Care Agreement – All Statements • Highest agreement is seen in messages that involve access to health care for “children”, “all people”, and “everyone.” • In general, Democrats and women are more likely to agree with statements about access to health care. Total Sample - N=600 Split A - N=300, Split B - N=300 Strongly Agree Strongly Disagree 93% 88% 85% 73% 71% 66% 63%

  5. Reducing Barriers, and Using Fairness Agreement – All Statements • Highest agreement is seen in messages concerning reducing cost barriers and access to health care for everyone. Total Sample - N=600 Split A - N=300, Split B - N=300 Strongly Agree Strongly Disagree 89% 86% 78% 73% 68% 65% 62%

  6. Health Care and HealthUrban and Rural Take advantage of opportunities to share value messages coming out of this research across Look for common goals around health that advocates can coalesce around Use the same value based language across solutions being proposed

  7. Messaging Foundations Be deliberate System and landscape stories rather than individual stories evoke policy solutions Identify strongest messengers Focusing on barriers invites action Focus on Values and Interdependence

  8. The Message Box Keeps you focused on Values, Vision, and Solutions – this helps you call on people to be their better selves. Gives you the “cheat sheet” for interviews and debates. The place you bridge and pivot back to from hard questions and damaging frames. A tool to keep you “on message” Helps distill your key arguments to the ones you need to repeat over and over.

  9. Vision Problem Solution Values

  10. Your vision for the community, state, society. A sense of the purpose and goal that drives you to seek the change you are working for. Your aspiration and inspiration. A clear statement of the problem you are trying to address in a way that everyone can see their stake in addressing the issue. The solution you are proposing and the principles or outcomes it is designed to achieve. Vision Problem Solution Values The Level One Values that underpin the challenge and your proposed solution. The answer to the “why does it matter” question.

  11. Tobacco prevention example Oregon is stronger when our residents are healthy. We believe in an Oregon where everyone has access to the health and supportive services they need to be healthy. We can build a healthier Oregon. We know that today in Oregon your household income creates barriers to living a healthy life. Tobacco companies target their advertising campaigns on young people and low income communities, so we see more low income Oregonians smoking, leading to higher rates of cancer and heart disease. Tobacco use is costly for all of us. We all have a role to play in creating and maintaining systems that help Oregonians make the choice to stop smoking. In order to lower smoking rates among low income Oregonians we need to change xxx policy in order to help prevent more young people from starting to smoke. We need XXX to do YYY by (date). Vision Problem Solution Values Health * Prevention * Opportunity * Access (fairness) We believe in an Oregon where everyone has access to the health and supportive services they need to be healthy. Good health is the foundation of community prosperity. Providing education and tobacco cessation programs can help people make healthy choices and prevent chronic diseases. Prevention of disease is efficient and cost effective. We all have a stake in ensuring the health of Oregon’s residents and communities. .

  12. Questions and Comments More Questions? Contact info: Chris Coughlin 503-312-8178 chris@chriscoughlinllc.com

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