Early Adopters and Why They Matter: Diffusion of Innovations Theory Applied to Reframing Aging Logo Mary Lou Ciolfi, JD, MS in collaboration with Maine Community Foundation Diffusion Theory Strategic Use of Diffusion Theory for FrameLab Recruitment Diffusion Graphs FrameWorks Institute The Maine Community Foundation and other regional funders1 partnered with FrameWorks Institute2 to bring Reframing Aging training to health and social service providers and community members working in aging- related organizations and agencies.in Maine and New Hampshire. University of New England and University of Maine are participating in the partnership as project evaluators. FrameWorks Institute has conducted research3 over the past five years that reveals the existing deep divide between public perception of aging and the expert views and evidence-based reality of human aging. Public understanding of aging is rooted in long standing ageism that has resulted in societal structures (e.g. long term care policy, built environments) that do not support wellbeing for many older people. Age- based stereotypes impact the physical and mental wellness of older people, which reduces quality of life and deprives society of a precious resource: access to the wisdom acquired over the full life course. In order to educate the general public about the reality of aging and dispel myths, FrameWorks created a multi-day Reframing Aging FrameLab training designed for those already working in aging-related sectors. FrameLab participants learn the tools of talking about aging in ways that reflect science, not stereotypes, and most resonate with - and change - public perception. What is the Innovation? Reframing Aging is a set of tools that guide individuals in how they talk about aging. The tools incorporate values and corresponding metaphors that reflect the reality of aging instead of ageist stereotypes. Recruitment of FrameLab Participants Outreach Letter In an effort to recruit early adopters who would best communicate the Reframing Aging innovation to other early adopters and the potential early adopting majority, Maine Community Foundation sent an outreach letter asking an array of stakeholders to nominate FrameLab participants who would most likely embody the characteristics of Gladwell’s connectors, mavens, or salespersons. Application for FrameLab The application for participation in FrameLab asked applicants to identify which sector of aging they were most closely connected with (e.g. health care, social service, higher education, government) in order to attract a broad, heterophilous group of participants. Applicants were asked to commit to the entire FrameLab training to insure fidelity to, and continuity of, the FrameLab training in the long term. Over 90 applications were received for approximately 50 FrameLab openings. Scoring of FrameLab Applicants The FrameLab application scorecard incorporated Diffusion Theory principles and scored applicants according to how likely they were to be higher in their community’s or organization’s social system; how likely they were to be one of Gladwell’s archetypes; how likely they were to be an opinion leader and influential in the community; and how likely they were to interface with aging communications in their organization, community, or around the state. Diffusion of Innovation The process by which an innovation is communicated through certain channels over time among members of a social system (Rogers, 2003) Innovation Attributes Relative Advantage Compatibility Complexity Trialability Observability FrameLab Phase One Communication Channels What communication channels, platforms, and methods are most effective for the target audience? Who is our audience? People who are like-minded (homophilous) or unlike-minded (heterophilous)? The overall goal of the Reframing Aging training is to change the language, the thinking, and the policymaking around aging and age-related issues. As the country’s oldest state by median age, Maine is well-poised to be a leader in bringing broad social change in this area. The FrameLab approach is immersive, community of practice training that supports active participation and the development of professional relationships for longer term continued training and facilitation efforts in the community. An important objective of the FrameLab partnership is initiating culture change. Since the Reframing Aging tools that FrameWorks developed are innovations, the principles of the Diffusion of Innovations Theory were used to make strategic decisions about who should participate in FrameLab training so that Reframing Aging tools would be adopted more quickly. FrameLab participants received Diffusion of Innovations Theory training to support development of targeted, strategic connections and communications with varied aging-sector stakeholders and the general public. FrameLab attendees received hands-on instruction on revising aging-related marketing and communication material to eliminate ageist language and attitudes. FrameLab Scoring Sheet Social System Innovations diffuse from high levels of the social system to lower levels Who are the opinion leaders? Who are the connectors, mavens, and salespeople? (Gladwell, 2000) FrameLab Phase Two Phase Two of FrameLab training is a small cohort of early adopters who will continue to diffuse the Reframing Aging message by facilitating training sessions and workgroups in their organizations and communities. In addition, they will meet independent of FrameWorks researchers to learn from each other the best practices in facilitating various types of stakeholder audiences. They are encouraged to use Diffusion Theory principles to condense the bell curve and speed adoption of Reframing Aging discourse. The evaluation team is checking in with all FrameLab participants (Phase One and Two) to understand their experiences with learning and facilitating and training on Reframing Aging tools. To date, FrameLab participants are eager and motivated, but have been challenged in feeling confident with their reframing skills. Time In order for an innovation to diffuse fully it must reach a critical mass of adoption. This ‘tipping point’ is typically between 20-25% of potential adopters. Maine Health Access Foundation and The Endowment for Health are contributing partners. www.FrameWorksInstitute.org Lindland, E., Fond, M., Haydon, A., & Kendall-Taylor, N. (2015). Gauging aging: Mapping the gaps between expert and public understandings of aging in America. Washington, DC: FrameWorks Institute.