Strategies for Developing a Health Promotion Campaign

1 P A R T N E R S H I P D I R E C T I O N S. Campaign , the Health Promotion planners Strategies for Developing a Health must be committed to the team concept and communicate effectively within the Promotion Campaign team. Everyone must participate in and bring his or her own experiences as well BY LOTI POPESCU AND DANIEL VERMAN as the knowledge of other community experts to the project, while also working H. ealth education, an essential part the Health level of the community may to create a confident atmosphere in which of promoting public Health policy, also provide feedback on the success of each member knows he or she has some- offers the opportunity to work campaigns and allows for reaction to thing to learn from the other members. directly for and with people from a com- trends as they occur. Interpersonal communication be- munity to change the perceptions and After identifying a series of indicators tween team members is essential because beliefs of individuals. Health Promotion that suggested that the overall Health of it provides immediate feedback about Strategies are more successful if there is the community needed to be addressed, a ideas, messages, and practices.

2 At the strong communication and collabora- set of projects designed to promote a same time, it helps develop momentum tion between public Health that results in action. Achiev- educators, government offi- ing an open dialogue between cials, members of a commu- members of the Health pro- nity, and the mass media. motion team is also a good Drawing on experiences from starting point for fostering the Constanta (Romania) positive interactions with your Health Promotion and Health target groups, as well as with Education Department's government officials and the Living Healthy Campaign , media. Ongoing contact with this article discusses the cre- local authorities and commu- ation and dissemination of nity members is vital to Photo courtesy of Daniel Verman. clear, effective, and relevant achieving Health Promotion public Health messages, one goals, and the media is an ef- aspect of Health education. fective vehicle to reach the whole community. Identify the Behavior You Want to Change Daniel Verman, right, and Together in Health technical staff Develop and Communicate prior to a broadcast.

3 Prior to beginning a public Your Message Health Campaign , it is impor- A clear message is the essential tant to have reliable data that can be healthy lifestyle was created. Living component of a good communication analyzed to determine the needs of a com- Healthy is based on the belief that you strategy, and successfully getting it out munity. Because the Constanta Health can positively influence the behavior of requires collaboration with newspapers, Promotion and Health Education De- individuals and get them to lead healthi- magazines, and television and radio sta- partment is part of the Constanta Health er lives. However, to influence behavior, tions. The media represent a cost-effective Directorate, the department has access to you must first be able to effectively com- and efficient way to spread your message Health statistics and is able to monitor the municate ideas about healthy lifestyles throughout the entire community be- Health level of the community. Gathered through a community Health Promotion cause each segment of the media pene- data help determine what Health issues Campaign and reinforce that information trates into the population in many and need to be addressed to improve the through existing resources.

4 Multiple ways. Press releases, press con- Health status of all community members ferences, and interviews are some of the based on real versus perceived needs with- Stress a Team Approach ways to get the media interested in your in the community. Being able to monitor To run a successful Health Promotion message. C O M M O N H E A LT H S U M M E R 2 0 0 0 24. Create Clear and Attractive Messages community to interact directly with med- paigns affect public opinion, which in turn Communication is about human interre- ical specialists to increase their knowl- generates greater pressure for behavior lations; it incorporates learning processes, edge. Live call-in radio or television shows change at all community levels, in terms of cooperation, education, and negotiation. that provide immediate answers to ques- personal behaviors, public policy, and leg- Effective messages are tions and concerns are one option. News- islation. attractive they present new and paper or magazine columns that give an- interesting ideas in visually swers to questions sent in by citizens not Examples of Media Strategies appealing or eye-catching ways; only provide a means for getting people Since people get their information from accessible clear, logical, and involved, they also represent the best op- different sources, it is important to adopt concise; tion for addressing those Health questions Strategies that rely on multiple media acceptable relative to community about which the community is most con- channels.

5 For instance, you do not want to norms; cerned. Exploit the particular character- work only with newspapers, because many targeted addressing a specific istics of each media type to reach your citizens rely on radio or television for group; and targeted populations. their news and don't read papers. The convincing so that people are Constanta Health Promotion and Health motivated to change. Rely on Health Experts to Answer Questions Education Department has been success- With Health messages, we indirectly When promoting a message or answering ful in its Healthy Living Campaign and touch upon faith, personal beliefs, emo- questions about Health , it is important to has employed multiple media vehicles tions, feelings, and attitudes. Therefore we use the expertise of medical and other pro- through which it reaches the community. must be sensitive to what we say and be fessionals to communicate facts. Health vigilant about correctness of the informa- Promotion specialists increase the confi- Use Television and Radio to Advance Health tion given to and transmitted by the media.

6 Dence citizens have in the message. They Awareness also promote the idea that knowledge is The department produces Together for Continuously Reinforce Your Message accessible and that community members Health , a talk show that focuses on Health Like any good advertising Campaign be should feel comfortable asking questions and is broadcast through the local TV sta- it for a new brand of soda or STD pre- about preventive care at medical facilities. tion, MTC. The show airs weekly during a vention you want members of the com- munity to keep hearing and reading your public Health message. Since it is through continued exposure that people take notice of issues, it is essential that you broadcast your messages frequently. Pub- Photo courtesy of Daniel Verman. lic Health campaigns should integrate catchy, brief messages like those found on billboards with substantive materials, such as newspaper articles that go into more detail and explain why, for instance, adopting a healthy lifestyle is a good thing Daniel Verman, former AIHA Program Officer Terry Richardson, Prasaad Steiner (University to do.)

7 In addition to providing the com- of Louisville), and Elona DeGooyer (Humana Inc.) of the Constanta/Louisville partnership prepare for a live television show. munity with healthy lifestyle messages, it is also important to offer information re- garding medical facilities and other avail- Affect Government Policy high audience hour. This TV talk show, able resources so that they can follow up Remember that media campaigns reach the only one at the Constanta county lev- on any Health concerns they might have. government officials as well as the gener- el, addresses those Health issues that are al public. Thus, they are a way of keeping perceived to have a high level of interest in Promote Community Interaction local authorities informed about and sen- the community. It is mostly dedicated to Each media outlet offers a way for the sitized to Health concerns. Media cam- preventive care continued on page 29. 25 C O M M O N H E A LT H S U M M E R 2 0 0 0. Strategies for Developing a Health Promotion Campaign continued from page 25.

8 And Health education issues such as do- questions about Health problems from mestic violence, STD prevention, de- medical specialists. creasing alcohol and drug consumption, Just as the department uses collected smoking cessation, and healthy lifestyles. data to help determine which public The TV guests, who are specialists from Health areas should be addressed through different medical areas, answer questions Health education programs, the depart- posed by TV viewers. In this way, the me- ment also uses the media to research and dia helps the department to efficiently obtain opinions from community mem- provide immediate Health information bers about their Health concerns. Research to community members. results are often a starting point for ad- With the help of Radio Constanta, ditional Health Promotion and education the department has developed a daily ra- activities. Thus, those people working in dio broadcast called The Doctor's Ad- the media become healthcare collabora- vise, which focuses on prevention meth- tors as well as reporters.

9 Ods for different diseases. At the same ra- The success of such Strategies can be dio station, every Saturday the depart- seen in the fact that in the last year, the ment broadcasts a live, 30-minute local journal Cuget Liber increased in cir- interactive (call-in) show on drug con- culation and listening/viewing rates for sumption and HIV prevention. the hours the radio and TV shows are broadcast went up, meaning the audience Printed Media as Promoter receiving Constanta's public Health mes- The department also runs a daily column sages has grown. called Health is the Best in the local Loti Popescu, MD, works in the Constanta Health journal Cuget Liber (Free Thinking). The Promotion and Health Education Department. She column is dedicated to preventive care writes the daily Health is the Best column for Free and Health education and Promotion is- Thinking and develops a daily radio broadcast called The Doctor's Advise. Daniel Verman, MD, sues such as family planning methods and is head of the Constanta Health Promotion and prevention of STDs, communicable dis- Health Education Department and producer of the eases, obesity, cardiovascular disease, TV talk show Together for Health .

10 The depart- ment also broadcasts a live, 30-minute, weekly, call- HIV/AIDS, and domestic violence. Read- in talk show on drug consumption and HIV pre- ers of the newspaper have the opportu- vention at Radio Constanta, which is developed by nity to send in and receive answers to Verman.