Title: Health Communication Campaigns
1Health Communication Campaigns
- Interactive
- Webinar
- (2 hours)
- Facilitator
- Robb MacDonald
- r.macdonald_at_thcu.ca
- 705.321.0410
2Introductions
- Facilitators
- Bios at www.thcu.ca
- The LiveMeeting Technology -
- polling feature
- chat function
- mood
- questions
- Webinar Courtesy
- mute (music) / quiet
- Screen Display
- Visible?
- access them from our blog at http//www.thcu.ca/b
logs/lc/?cat22 - Size
- Participant Roll Call
- Anyone not on LM?
- Groups of people?
- Participation pass if you like
3Agenda Overview
- Introductions
- Objectives
- Brief Overview of Health Communication Planning
Steps, On-line Planning tool, Breathing Space
Case Study - Step 3 Audience Analysis step
- Step 5 Communication Objectives
- Additional resources
- QA
- Closing Remarks
4Participant Introductions
- Using Chat feature, introduce yourself to your
partner, beginning with the person at the top of
the pair in the LM list - Identify for each other
- where you work
- a communications project you are or will be
planning -
5Types of health communication
- Persuasive or Behavioural Communications (which
may employ social marketing strategies) - Risk Communication
- Media Advocacy
- Entertainment Education
- Interactive Health Communication
- Communication for Social Change
6Definition 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.
7THCUs definition of health communication
- 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)
8Comprehensive 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
9Comprehensive 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).
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12Case Study
13Breathing Space
14Step 2
15Step Three
- Audience Analysis and Segmentation
16What do we need to know?
- There are many things we need to find out about
our audience, if we want to change their
behaviour - Demographics
- Psychographics
- Behaviours and factors related to these
17Audience Analysis Questions
18The Segmentation Process
- Identify variables.
- Prioritize variables.
- Map out possibilities.
- Choose segments from possibilities
- Eliminate
- Rank order
- Combine where necessary/appropriate.
19Case Study Audiences
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21Activity
- Each pair/group is assigned one of the audiences
- Using the chat function, identify what you would
want to know about your audience, considering - Demographics
- Behavioural characteristics
- Psychographics
- Think about where you would get the information
- 10 minutes
- Prepare to discuss as a group
22Step 3 Audience Analysis Action Summary - Tips
- Use both existing and new data.
- Use both qualitative and quantitative data.
- Use a combination of inexpensive and more
expensive means. - Ensure that multiple data sources confirm the
conclusions in your audience profile.
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24Step 5 Objectives
- Identify the bottom-line changes you hope to
accomplish as a result of your communication
activities.
25Polls
- to make sure youre still awake!
26The Four Levels
- Consider, for a moment, the following
- Do you believe that an individual can change
his/her behaviour? - Do you believe that an individuals behaviours
are influenced by the social, workplace, and
community networks to which they belong? - Do you believe that the environments in which
people eat, play, work and worship influence
their behaviour? - Do you believe that the laws and regulations of a
society/community influence individual behaviour?
27The Four Levels (cont)
- If you believe these to be true, then you agree
that there are multiple levels which influence
health, all of which are important. - Individuals
- Networks
- Organizations
- Communities/Societies
28A Good Objective Is
- Communication-related.
- Outcome, rather than process-oriented.
- Aligned with a change process and the right
level. - Strategic.
- SMART
29Elements of a well-written outcome objective
Outcome (what)
Priority Population (who)
Conditions (when)
Criterion (how much)
A well-written objective
30Examples of outcome objectives in four components
31Case Study
32Activity
- In same chat pairs/groups, consider the four
individual and one network level objectives, and
discuss whether each one is - Communication-related
- Outcome versus process (output)
- Aligned with a change process and at the
appropriate level - Strategic (connected back to overall goal)
- SMART
33Step 8 Develop the Message Strategy
34Final Decision q Use q Lose q Adapt
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38QA
39Resources
40THCU on Health Communication
- Map of all health communication resources
http//www.thcu.ca/infoandresources/health_comm_ma
p.cfm - Developing health communication campaigns toolkit
http//www.thcu.ca/infoandresources/resource_disp
lay.cfm?resourceID1008 - Buzz for Behaviour Change http//www.thcu.ca/infoa
ndresources/resource_display.cfm?resourceID838 - Audience profiles
41THCU on Health Communication CONT
- Making the case (for health promotion
initiatives) - http//www.thcu.ca/infoandresources/resource_displ
ay.cfm?resourceID494 - Strengthening personal presentations workbook
- http//www.thcu.ca/infoandresources/resource_displ
ay.cfm?resourceID792 - Health communication message review criteria
- http//www.thcu.ca/infoandresources/resource_displ
ay.cfm?resourceID56emailID134 - Interactive online campaign planner
http//www.thcu.ca/infoandresources/ohc/myworkbook
/login/login.asp - Special update on risk communication
http//www.thcu.ca/infoandresources/resource_displ
ay.cfm?resourceID898
42Webcast on Use of Social Media for Health
Promotion
- Guest facilitator Craig Lefebvre
- http//www.thcu.ca/videos/new_media_webinar.htm
43Webcast Identify Your Audience
- http//www.thcu.ca/videos/webcasts.htm
44Health Communication resources Not ours, but
also good!
- HealthComm Key Searchable Database
http//cfusion.sph.emory.edu/PHCI/Users/LogIn.cfm
- Free Range Thinking http//www.agoodmanonline.com
/newsletter/index.html - News and Views on Social Marketing and Social
Change http//socialmarketing.blogs.com/r_craiig_l
efebvres_social/2006/10/social_media_an.html
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46A big thank you to
- Ontario Ministry of Health Promotion
- Cathy Duerden, our office coordinator
- You - our webinar participants
47Disclaimer
- The Health Communication Unit and its resources
and services are funded by the Ontario Ministry
of Health Promotion. The opinions and conclusions
expressed in this presentation are those of the
author(s) and no official endorsement by the
Ministry of Health Promotion is intended or
should be inferred.