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Health Communication Campaigns

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Where good health promotion and good communication practice meet. ... meeting MCYS nutrition guidelines and public health food safety guidelines ... – PowerPoint PPT presentation

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Title: Health Communication Campaigns


1
Health Communication Campaigns
  • Interactive
  • Webinar
  • (2 hours)
  • Facilitator
  • Robb MacDonald
  • r.macdonald_at_thcu.ca
  • 705.321.0410

2
Introductions
  • 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

3
Agenda 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

4
Participant 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

5
Types 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

6
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.

7
THCUs 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)

8
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

9
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).

10
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11
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12
Case Study
13
Breathing Space
14
Step 2
15
Step Three
  • Audience Analysis and Segmentation

16
What 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

17
Audience Analysis Questions
18
The Segmentation Process
  • Identify variables.
  • Prioritize variables.
  • Map out possibilities.
  • Choose segments from possibilities
  • Eliminate
  • Rank order
  • Combine where necessary/appropriate.

19
Case Study Audiences
20
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21
Activity
  • 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

22
Step 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.

23
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24
Step 5 Objectives
  • Identify the bottom-line changes you hope to
    accomplish as a result of your communication
    activities.

25
Polls
  • to make sure youre still awake!

26
The 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?

27
The 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

28
A Good Objective Is
  • Communication-related.
  • Outcome, rather than process-oriented.
  • Aligned with a change process and the right
    level.
  • Strategic.
  • SMART

29
Elements of a well-written outcome objective
Outcome (what)
Priority Population (who)
Conditions (when)
Criterion (how much)
A well-written objective
30
Examples of outcome objectives in four components
31
Case Study
32
Activity
  • 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

33
Step 8 Develop the Message Strategy
34
Final Decision   q  Use q  Lose q  Adapt
35
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36
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37
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38
QA
39
Resources
40
THCU 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

41
THCU 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

42
Webcast on Use of Social Media for Health
Promotion
  • Guest facilitator Craig Lefebvre
  • http//www.thcu.ca/videos/new_media_webinar.htm

43
Webcast Identify Your Audience
  • http//www.thcu.ca/videos/webcasts.htm

44
Health 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

45
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46
A big thank you to
  • Ontario Ministry of Health Promotion
  • Cathy Duerden, our office coordinator
  • You - our webinar participants

47
Disclaimer
  • 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.
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