Ches Area Of Responsibility Vii

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Advocacy

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"the pursuit of influencing outcomes-including public policy & resource allocation decisions within political, economic, & social systems & institutions that directly affect people's lives"

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Cultural Sensitivity

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understanding, valuing, & respecting the similarities & differences between culturally based attitudes, beliefs, & behaviors

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Health Marketing

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the creation & delivery of health promotion programs using multidisciplinary evidence-based strategies to motivate the public toward positive health practices

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Lobbying

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according to federal law, is any attempt to influence specific legislation

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lobbyist

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a person who tries to influence legislation on behalf of a special interest

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Persuasive Communication

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tailored health-related messages to meet audience needs & persuade them to adopt healthy attitudes & behaviors

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Policies

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set of rules & objectives to guide activities

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Social Marketing

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using marketing principles in planning, implementing, & evaluation of health education programs designed to bring about social change.

ultimate objective of marketing is to influence action

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Web 2.0

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second generation of internet tools that are user-centered & interactive

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Resources to identify health issues

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1. peer-reviewed publications

2. Health Education professional organization

3. Federal Websites

4. National non-governmental organization's website

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Peer-reviewed

publications

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provide the background & science behind issues & planned action. There can be a time gap between the research and publication that causes the information to be seen as dated

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Health education

professional

organizations

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provide position papers, resolutions, model policies & tool kits addressing multiple health education issues

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Federal Websites

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these sites provide health topic information, data sources, model policies, and news

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National non-governmental organization's websites

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offer a broad range of content & policy tools & advice

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Legislative Advocacy

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contacting a policy-maker to discuss a public health problem. Health education specialists can provide well-documented data and empirical evidence to help decision makers create laws & regulations to support health

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Media Advocacy

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attempts to change the normative behavior of the media to alter public policy/practice & create environmental change

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Steps to Media Advocacy

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1. set the agenda to garner media attention in order to alter the public's perception of the importance of a public health issue

2. to frame the issue by selecting specific content to present as important

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Strategies for Media

Advocacy

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*what is the problem they are trying to solve

*what is the possible solution to the problem

*who will support the effort

*what needs to be said and how can attention be gained

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Grassroot activities

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efforts that originate from individuals within a community, rather than originating with health agencies

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the 4 P's of marketing

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Product

Price

Place

Promotion

partners

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Product

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health behavior, program, or idea

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Price

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financial, physical, psychological, time

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Place

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how & where learning will take place

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Promotion

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approach used to reach the audience

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Partners

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importance of mobilizing resources by working with other organizations

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Tips for community involvement

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*involve the community/priority audience early in the process

*clarify the community/audience's role as early as possible

*ask the community/audience how they wish to be involved

*identify & respond to the needs & interests of a variety of community groups

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How to reach audiences with low literacy rates

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*keep materials short, simple, & organized

* use examples & graphics

*be clear & concise'

*generate consistent message

*pretest materials with the target audience

*summarize or highlight the main points

*include a balance of white space with words & pictures

*uses few polysyllabic words

*maintain readability at about a fourth grade reading level

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important cultural

principles

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*remembering that everyone is a member of a culture or cultures

*acknowledging that culture affects health beliefs & practices

*being both culturally sensitive & cultural competent are essential to effective communication

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Things to ask when incorporating images

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1. how can i use pictures to support my key points

2. minimize distracting details in pictures

3. use simple language in conjunction with pictures

4. closely link pictures to text &/or captions

5. include people from the intended audience in designing pictures

6. have health professionals plan the pictures

7. evaluate the pictures' effects by comparing response to materials with & without pictures

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Photovoice

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provides cameras to those people who have the least access to those who make decisions affecting their lives.

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Photovoice 3 main goals

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1. to enable community members to record both their concerns about & the strengths of their community

2. promote dialogue about the issues addressed in the videos

3. to reach policy makers

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Steps for piloting & revising materials

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1. test creative concepts with intended audiences to see if ideas resonate
2. pretest specific messages with intended audiences ti ensure that they hear what you want them to hear.
3. pretest products & materials with intended audiences to ensure that your products & materials elicit the intended response & produce the desired actions
4. choose pretest settings- the places where you hope to provide your service(s) or expose your audiences to messages
5. pretest product distribution plans

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Major challenge of persuasive communication

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is identifying the most appropriate & effective channel, context, & message content to motivate community members to see & use health information

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Advantages of interactive media

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*customized health information

*information access on demand

*wider distributions/faster content updates

*increased choices

*Access to experts on-demand

*convenient

*viral spread

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Educational media

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can enhance and/or supplement instructions. It can be used to emphasize key points & skill acquisition practice. Such as aids.

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For aids to be effective they need to be able to

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*stand alone

*illustrate only one key point on each aid

*use pictures/charts/graphics with short key words

*represent facts in a clear uncluttered manner

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Questions to ask when engaging stakeholder

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*What community resources are available?

*who are the allies & adversaries on this issue?

*who else shares the problem?

*what would those groups who share the problem gain or lose by joining the campaign?

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3 areas of policy development

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1. policy process investigates options to increase adoption

2. policy content uses data to investigate effective elements

3. policy outcomes evaluate the impact of policy

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Data needs to be in a form that

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*shows public health burden

*demonstrates priority of an issue over many others

*shows relevance at the local level

*show benefits (or sometimes harms) from an intervention

*personalizes an issue by telling a compelling story of how peoples' lives have been changed.

*estimate the cost of the intervention

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Advocacy plan elements

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1. goals

2. organizational considerations

3. constituents, allies, & opponents

4. targets

5. tactics

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Websites with resources for advocacy issues

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*Mega Vote

*Elected Official Finder

*Issues & Legislation

*Media guide

*Legislative action center

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6 areas of Advocacy strategies

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1. voting behavior

2. electioneering

3. direct lobbying

4. grassroots lobbying

5. use of the Internet to access information on health issues

6. media advocacy

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Key steps in a policy evaluation approach

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1. adopting a conceptual model for understanding the process of policy change

2. developing a theory about how & why planned activities lead to desired outcomes

3. selecting benchmarks to monitor progress

4. measuring progress behind benchmarks & collecting data

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ways to promote the health education profession

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*developing a personal plan for professional growth & service

*being able to describe state-of-the-art health educational practice

*being able to explain major responsibilities of health education specialists

*developing professional literature

*engaging in service to advance the health education profession

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Professional development opportunities

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*reading professional journals

*attending professional meetings

*taking courses

*authoring journal article, chapters, or books

*presenting at professional meetings

*participating in other professional development activities

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Coalition of National Health Education Organizations (CNHEO) functions with these objectives

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*facilitates national-level communication, collaboration, & coordination among the members

*provides a forum for the identification & discussion of health education issues

*formulates recommendations and takes appropriate action on issues affecting member interests

*serves as a communication & advisory resource for agencies, organizations, & persons in the public & private sectors on health education issues

*serves as a focus for the exploration & resolution of issues pertinent to professional health education specialists

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CUP

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National Health Education Specialist Competencies Update Project (CUP) new publications of the CHES exam where released