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Chapter 5

Chapter 5. Communication and Prevention Materials. Creating The Right Materials. Identify the target audience Be specific Tailor materials to specific groups ______________ audience- audience which includes those that the prevention program is designed to affect directly.

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Chapter 5

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  1. Chapter 5 Communication and Prevention Materials

  2. Creating The Right Materials • Identify the target audience • Be specific • Tailor materials to specific groups • ______________audience- audience which includes those that the prevention program is designed to affect directly. • ______________ audience- includes those who help reach or influence the primary audience. • Define the problem • Make efforts to clearly define the problem at hand • Ask important questions • What are the substance abuse problems and issues confronting the community? • What is the extent of the problem? • Who and how many are affected by the problem? • What behaviors cause the most problems?

  3. Creating The Right Materials • Research the problem • Review existing sources of information • Local Libraries • Health Departments • Treatment Programs • Clinics and hospitals • _____________________________________ • School Records • State agencies for ATODs • ______________________________________ • National Agencies (NIDA) (SAMHSA)

  4. Creating The Right Materials • Gathering Data • Audience interviews • ___________________________________ • Surveys • Focus groups • Define the audience • The more specific the segment of the community targeted, the more successfully the target audience can be reached • Consider factors like: • Age • Gender • ___________________ • Education level • Occupation • ________________ • Language • Health status • More on page 119.

  5. Creating The Right Materials • Develop an audience profile • Segment the target audience • ____________________________________________ • Prioritize potential target audiences • Which audience is large enough to be a substantial target? • Which audience is a priority in terms the programs missions? • Which audience is a priority for the funding sources? • Which audience is not currently being targeted by others? • Consider contributing factors • ________________________________________ • Meet with members of the audience and get feedback about materials.

  6. 6 stages of the Health Communication Process • Planning and strategy selection • Selecting messages, materials, and channels • _________________________ • Pre testing, implementation • _________________________ • Feedback to refine the program • Be aware of cultural considerations and unique population issues. • Take time to investigate and research a community before implementing programs

  7. Insights from the Hispanic/ Latino Community • Lessons learned: • Avoid stereotypes • Promote respect for elders and promote interest in disappearing traditions • _____________________________________________ • Facilitate sharing and discussions of experience • Build on strengths of the Hispanic/Latino community • Promote importance of extended kinship both related or non related • ____________________________________________ • Support general civic values, but also promote ethnic cultural pride • Praise and use role models

  8. Insights from the Hispanic/ Latino Community • All English, All Spanish, or Bilingual? • Your thoughts? • Write in both English and Spanish for bilingual materials. • Don’t rely on translations of the English text • Consider providing both English and Spanish on one document • Look to alternatives to print materials • __________________________________________________________________________________________________________ • Research is incredibly important as language levels may fluctuate from population to population.

  9. Insights from the Hispanic/ Latino Community • Getting the Message Out • Choose the appropriate channels to get messages out to the audience • Identify leaders and gatekeepers and have them speak to the community • Be creative in using local leaders • Consider the use of churches, hospitals, and other organizations • Use ________________________________ • DVDS • Television • Radio • Talk Shows

  10. Readability • Make documents brief and clear • Use good visuals • Keep technical Jargon to a minimum • Explore symbols and culturally appropriate icons • Use simple familiar language • Make sure materials are readable • Consider literacy levels • Use readability formulas such as Smog Formula or Gunning’s Fog Index • Online tools as well http://www.online-utility.org/english/readability_test_and_improve.jsp • For the general public writing at a 6th grade level is usually safe

  11. More Tips on Writing • Use the active voice • “Most fourth graders don’t try wine coolers” works better than “Wine coolers are not tried by most fourth graders” • Put your message in the subheadings • Readers often only scan headings • Vary sentence length, but keep most sentences fairly short (_______________words) • Summarize frequently and repeat your main points to enhance comprehension. • Use no more than ______ items on a list.

  12. Tips on Graphics • Emphasize important points without detracting from their readability. Use underlining or bold rather than ________________________________________ • Help readers by using large, easily readable type • Present information in an inviting format. • Don’t let graphic element dilute the impact of your message. • Show pictures of only what you want your readers to do

  13. Mixed Messages Group Work • Examine mixed messages noted on pages 134-138 • Break into small groups • Write both a mixed message and a clear message for each of the following issues: • Illegal Drugs • Alcoholic beverages • ATOD use • Role Models • Effects • About/ To Users • Responsibility and Choice

  14. Be mindful of…. • Accuracy • Scientific Data • Cultural or Ethnic Biases • Professionalism • Can you think of other issues?

  15. Media Relations • Frame preventions issues in ways that compel media coverage • An angle or hook • Stay up to date • Be creative • Opportunistic exploration • _________________________ • Identify Media _________________ for Your Organization • Develop and maintain media lists • Tv • Radio • Print • Web/ Blog

  16. PSA’s • Public Service Announcement • http://www.youtube.com/watch?v=g_mC6EZ8Jpk • http://www.youtube.com/watch?v=Y-Elr5K2Vuo • http://www.youtube.com/watch?v=icqbYMXXtGs • http://www.youtube.com/watch?v=nl5gBJGnaXs&feature=related • http://www.youtube.com/watch?v=JQVfsY0-ZR0&feature=related • http://www.youtube.com/watch?v=nPgMd_C83pw&feature=related

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