Health Communication Campaigns

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Health Communication Campaigns

• Interactive
• Webinar
• (2 hours)
• Facilitator
• Robb MacDonald
• r.macdonald_at_thcu.ca
• 705.321.0410

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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

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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

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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

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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

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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.

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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)

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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

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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).

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Case Study
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Breathing Space
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Step 2
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Step Three

• Audience Analysis and Segmentation

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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

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Audience Analysis Questions
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The Segmentation Process

• Identify variables.
• Prioritize variables.
• Map out possibilities.
• Choose segments from possibilities
• Eliminate
• Rank order
• Combine where necessary/appropriate.

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Case Study Audiences
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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

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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.

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Step 5 Objectives

• Identify the bottom-line changes you hope to
  accomplish as a result of your communication
  activities.

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Polls

• to make sure youre still awake!

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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?

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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

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A Good Objective Is

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

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

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Step 8 Develop the Message Strategy
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Final Decision   q  Use q  Lose q  Adapt
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QA
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Resources
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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

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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

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Webcast on Use of Social Media for Health
Promotion

• Guest facilitator Craig Lefebvre
• http//www.thcu.ca/videos/new_media_webinar.htm

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Webcast Identify Your Audience

• http//www.thcu.ca/videos/webcasts.htm

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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

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A big thank you to

• Ontario Ministry of Health Promotion
• Cathy Duerden, our office coordinator
• You - our webinar participants

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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.