Packhead — participants made a personalised graphic pack warning, using their own digital photos on Facebook Case 2: A local online advertising agency was hired to provide Facebook ads and professional moderation of the Facebook page A YouTube channel was created to post mass media materials online Case 3: Promote organ donor registration to 18—year-old students solely through online media Over three years, six campaigns were implemented in three different online media formats: Stand-alone digital campaigns can achieve results.
November 08, by MPH GW Staff In order to compete in this increasingly competitive and complex environment, those of us in public health must make the science and art of communication as integral a part of our everyday activities as the science of epidemiology and disease control.
Persuade a community to vaccinate their children? Incentivize a whole nation to eat better? These types of questions are at the heart of every health communication campaign, which aim to change how people think about their health and simultaneously provide them with the resources and incentives to improve it.
Health communication professionals who spearhead these projects play a powerful role in curbing harmful behaviors and promoting good ones among at-risk communities and individuals.
Ingredients for a Successful Public Health Campaign In Essentials of Public Health Communication, Claudia Parvanta outlines how health communication campaigns are constructed with the ecological model in mind.
That approach takes into account not just physiological health variables, but also social and cultural factors that influence health on a variety of levels.
These include individual behavior and physiology; family, community and social networks; living and working circumstances; and state, national and global conditions. The size and reach of a campaign depends on the scope of the problem being addressed.
Campaigns that seek to change behavior on a national scale, for instance, need to address more ecological levels than ones working to address a public health problem specific to a particular city or town. So how is a successful communications campaign put into motion?
Planning Parvanta describes the process as a wheel that is in constant motion. Before anything else, campaign leaders need to determine whether there is sufficient evidence to suggest that a health problem definitively exists within a certain population.
If so, they then need to determine if interventions have been conducted in the past and, if so, whether they were successful. In addition, they must identify whether those strategies can be improved or adapted in the current intervention.
Development The development phase of a campaign helps identify its objectives and the desired behavior changes or attitudes leaders hope to effect among the target population. Understanding why a harmful behavior or attitude exists is crucial to reversing it.
Evaluation Evaluating whether a campaign has actually succeeded in changing behavior is a rigorous but crucial part of any intervention initiative. In addition, continued funding and support for many campaigns can depend heavily on whether it has been demonstrably effective.
The challenge lies in not only measuring the reach of a campaign, but also determining whether the messaging results in the desired and intended behavior change. Summative evaluations tend to occur at the end of an operating cycle. Findings from this type of evaluation identify the outcome or impact of the program, and are used to decide whether a program should be adopted, continued or modified for improvement.
Proper evaluation and the right combination of tools, says Patrick Remington, author of Communicating Public Health Information Effectively, is key to initiating sustainable behavior change.
Public health professionals must understand their audiences and the environments in which they operate; this is a key tenet of successful health communication. Case Studies How do these processes work in practice? In this digital age, health communication and social marketing are finding new and more creative ways to encourage long-lasting behavior changes that result in better health.
Following are two examples of U. The campaign became a household name during the early s for its unyielding illustration of tobacco-related harm. The cowboy now must rely on an electronic voicebox to sing and speak.
Several studies found that the original pilot campaign in Florida reduced the likelihood that youths would continue to smoke later in life or start smoking at all.
Another study found that the vast majority of youth in the state ages could recognize at least one of the campaign advertisements.Now it is public!
Communication and dialogues with citizens, current staff and future employees is a growing issue in the public sector.
The need for perceptive and strategic communications advice is growing similarly. The logged hits works out better than regular hits, and survives to the simplified model. And the traffic influence seems much larger than the time variable (which is, curiously, negative).
The Twelve Steps to Developing a Health Communication Campaign For more information 1 Project Management 2 Revisit Health Promotion Strategy 3 . MISINFORMATION ABOUT FAMILY VIOLENCE.
Research and statistics about family violence and abuse can be complex and difficult to interpret due to the wide variation in research methodologies employed, and the different definitions of violence and abuse used by researchers and academics.
Gateway to Health Communication and Social Marketing Practice - Audience. This effort will pay dividends later when you begin preparing your campaign activities, health messages, channels and campaign materials. Diverse Populations. Education and communication strategies for different groups and settings.
Teresa H. Stuart 1 Cheryl Achterberg 2. 1. UNICEF Programme Officer for Information and Communication, UNICEF, Manila, Philippines..
2 Director, Penn State Nutrition Center and Associate Professor, The .