Strategies for Engaging Communities: Constanta-Louisville Healthy Communities Partnership Constanta Health Promotion and Health Education Department Humana Foundation University of Louisville Louisville-Jefferson County Health Department American International Health Alliance

Strategies for Engaging Communities: Can reach a large population Can promote health messages frequently Can offer accurate and timely health information Can influence adaptation of new behaviors Advantages (I):

Strategies for Engaging Communities: Advantages (II): Can offer opinions of important stakeholders aimed at behavior change Can offer information about access to medical services Can reinforce health messages transmitted by other media Can promote and support new social norms

Strategies for Engaging Communities: Obstacles: L imited distribution to rural areas Difficulty adapting to audiences with special needs Timing of broadcast sometimes does not reach intended audience Difficulty obtaining feed-back Costs? Importance of verifying health data and facts

Strategies for Engaging Communities: Mobilization Methods Send news releases and hold press conferences to announce major events: Formation of Healthy Communities Partnership Arrival of American partners Signing of Memo of Understanding SWOT analysis Survey and focus group results Launch of health programs Training program events End-of-project conference

Strategies for Engaging Communities: Invite media to participate in all health events Prepare public service announcements for TV and radio Prepare news bulletins Write frequent articles in local newspapers Broadcast weekly on local radio and TV Include media representatives on health promotion team More Mobilization Methods

Strategies for Engaging Communities: Steps for Planning a TV Show about Health Education 1. Identify the health problem 2. Identify the target audience 3. Select the behavior needed to be reinforced or changed 4.Invite influential and well-respected guests 5.Prepare useful information about the health problem for public’s comprehension

Strategies for Engaging Communities: 1. Identify the health problem Why address this specific problem? Who is affected by this health problem? What are the causes of the problem? What are the beliefs, attitudes and behaviors influencing the problem? What are possible solutions to the problem?

Strategies for Engaging Communities: 2. Identify the target audience Who is most frequently affected by this health problem? Who is most easily influenced by TV intervention (primary target audience)? Who can help target audience practice healthy behaviors (primary, secondary and tertiary target audiences)?

Strategies for Engaging Communities: 3. Select the behavior needed to be reinforced or changed What are the desired behaviors to be adopted? What are the actual behaviors? What current behaviors should be reinforced?

Strategies for Engaging Communities: 4. Invite influential and well-respected guests guests Health experts City officials International consultants High-profile individuals (sports figures, actors, diplomats, politicians)

Strategies for Engaging Communities: 5. Prepare useful information about the health problem for public’s comprehension Use simple, easy-to-understand language Communicate consistent messages

Strategies for Engaging Communities: A TV health talk show

Strategies for Engaging Communities: Examples of newspaper articles related to Healthy Communities Programs Living in Safety The Right to Live in Safety A Hope – Center for Women Who Is the Strongest ? Who Are You ? The Level of STIs is Increasing And You Can Have an STI Healthy Newborns from Healthy Mothers

Strategies for Engaging Communities: The Playboy Scandal The April 2000 issue of Playboy Romania featured an article “How to Beat Your Wife Without Leaving Marks.” Our response to that article is an example of coordinated international response to controversy in the media.

Strategies for Engaging Communities: The Playboy Scandal (continued) Types of response: ’Television interviews on local and national news in Romania and the U.S.A. ’Letters of protest from the Healthy Communities team in Constanta, Humana Inc., AIHA, USAID, International Women’s Media Foundation ’Protest march in Bucharest outside office of Playboy Romania

Strategies for Engaging Communities: The Playboy Scandal (continued) Positive Results: ’Office for Women in Constanta received $5,000 grant from the Playboy Foundation ’Playboy issued a formal apology in the media and in their magazine ’Partnership presented a united front of various agencies and concerned citizens ’Created greater public awareness that domestic violence is not a laughing matter

Strategies for Engaging Communities: Campaign Slogans Domestic Violence Program: Sexually-Transmitted Infections Program: “Living in Safety” “Protect yourself !”

Strategies for Engaging Communities: Keys to Maximizing the Impact of the Media Reinforce slogans and consistent messages often and through multiple means Provide constructive and easy-to-understand information regarding available services and assistance Stress the problem as a community problem that requires a community solution

Strategies for Engaging Communities: Thank you for your attention !