Lessons
learned
Academy for
Educational Development, Washington, DC
http://www.aed.org/
 Bring
the voice of the people into health communication planning.
The front end of communications planning is about figuring out
what the problem really is; then picking a behaviour and considering
what people need to actually achieve that behaviour change.
Sometimes
legislative change is easier than changing health behaviours.
Benton Foundation,
Washington, DC
http://www.benton.org/
Conferences
-- where people get away from their normal routine and have a
chance to experience others' successes --are still essential.
Conference
calls and other shorter events may be the best way to address
specific challenges and barriers.
Online
social networking is very powerful, but requires a very active
and proactive staff person.
Berkeley
Media Studies Group, Berkeley, California
http://www.bmsg.org
Training
sessions are becoming increasingly shorter with the former one-day
workshop now usually delivered in a half day.
Case
studies are the best evaluation tool for community interventions,
and ought be kept short for maximum impact.
Framing
memos are developed from in-depth content analysis of news and/or
other texts and provide succinct analysis of how issues are being
framed in the media.
In the "Yellow
Book" process we employ framing memos as well as interviews
and other methodologies to create a thorough analysis and guide
to framing a specific public health issue. An example of a "Yellow
Book" is "Making
the Case for Early Care and Education: A Message Guide for Advocates".
Centre for
Substance Abuse Prevention, Washington, DC
http://prevention.samhsa.gov/
Web
chats are a less popular learning medium without a big name personality
as a draw.
Listservs
-- like the social marketing listserv, digital divide listserv,
health education directory listserv --are a medium for diffusing
innovation in technical assistance for capacity building.
Question
for us -- are we increasing skills or diffusing innovation?
People
will not read a 600-page book - need a way to automate the experience.
Innovation
Network, Washington, DC
http://www.innonet.org
Free
online resources are like a calling card to drum up business for
resource centres.
What
is the implication of silos dividing the health/health promotion
and non-profit/social sectors? Possible answers: duplication,
missed opportunities for collaboration, underutilization of resources,
audience confusion, and too much complexity.
The
combination of online tools, training and individual consulting
is most effective to build the capacity of the clients the agency
serves.
National
Center for Disease Control and Prevention, Atlanta, Georgia
http://www.cdc.gov/
Comprehensive
resource packages will not necessarily be used on a day-to-day
basis.
We need "on the
fly" rapid time planning methods.
Formative research, along
with new approaches to active learning, are important building
blocks.
National
Youth Anti-Drug Campaign, Washington, DC
http://www.mediacampaign.org
Health
communication is changing rapidly in the face of increasing technological
options and access, against declining fiscal and political commitment.
Media
content analysis is increasingly easy to do, given digitalization
of publications.
New
metrics are being used to predict amount of secondary information
sharing, such as the "Above the Influence" campaign,
which measures mentions of health promotion campaigns in blogs.
The
PEW Internet studies are yielding useful information, e.g., their
most recent report on youth and the strength of Internet ties.
Prevention
Institute, Oakland, California
http://www.preventioninstitute.org
Concretize
the concept of prevention by documenting successes & stories
so that prevention is tangible, hopeful, and about what works.
Prevention
is not about individual choice; it's about society's choice to
prevent - rather than fix - problems.
Tools
must be easy to use written in clear language, and are enhanced
by demonstrating the application of concepts in practical ways,
with examples, and by using the organization's own experience
as a model.
Apply
consistent prevention approaches across a wide range of social
and health issues (e.g. tobacco, violence, nutrition, HIV), always
seeking to 'switch social norms.'
The
California Endowment, a private, state-wide health foundation,
with a mission is to expand access to affordable, quality health
care, and to promote fundamental improvements in the health status
of all Californians, may be the kind of model we need, if Canada's
erosion of medicare continues.
Society for
Public Health Education, Washington, DC
http://www.sophe.org
They
put 20% of their resources into policy and advocacy activities.
In
Canada health promotion is the broad, umbrella concept. In the
US, health education is the broader term.
They
are finding ways to leverage 'transdiscplinary action' to address
health disparities -- this fits very well with OPC's Moving Upstream
Together agenda.
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Health
Promotion 2020 is a virtual tour through the dialogue, and
a map to take us into the future.
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