1. Yvette Chang Introduction to Media Communications 41 st Union World Conference on Lung Health Berlin - November 2010

2. Strategic Communications Strategic communications campaigns: Demonstrate clear understanding of the problem or issue Demonstrate knowledge of target audience group(s) Address specific goals and objectives Use appropriate channels to reach target audience(s)

3. Strategic Communications Strategic communications campaigns: Deliver a simple message Use strong, evidence-based materials that are culturally appropriate Are cost-effective Are monitored and evaluated for impact  findings in turn inform future campaigns

4. Media Campaign Execution Monitor & Evaluate A Cyclical Process… Assess & Understand Resource Allocation Materials Messaging

5. Strategic Comms Model Strategic Planning Evaluation and Refinement Campaign Implementation Message and Materials Development US Department of Health & Human Services, National Institute of Health, National Cancer Institute - Making Health Communication Programs Work

6. PLANNING IS CRUCIAL TO SUCCESS!

7. Key Planning Steps 1. Define and understand the issue 2. Identify target audience(s) 3. Set campaign objective(s) 4. Identify potential partnerships 5. Develop key message(s) 6. Select campaign activities 7. Develop workplan document 8. Allocate Resources

8. Step 1: Define The Issue Why is this campaign important or necessary? What problem/issue(s) will the campaign address  be clear and specific! What is the current knowledge, attitude, or belief about the issue?

9. Step 1: Define The Issue Examples: Most people do not know that washing their hands is the best way to protect themselves and others from H1N1. People know if they don’t protect themselves by using condoms they can become infected by sexually transmitted diseases, but they don’t always use protection.

10. Step 2: Identify Target Audience Who do you want to reach?  restrict to 1 or 2 target groups What do you know about them? Knowledge, Attitudes, Beliefs Habits and Behaviours Sources of Influence, etc… Know where to find data/information The more you know about your audience, the better you can focus your campaign to reach them

11. Step 2: Identify Target Audience Example: Primary Audience: Adult smokers in Beijing Primarily male Ages 18 to 45 Commute to work in/around city centre Secondary Audience: People who are regularly exposed to secondhand smoke (SHS) Often women and children Live or work with a smoker Low understanding of health effects of smoking and/or SHS exposure

12. Step 3: Set Campaign Objectives Set objectives that are SMART: Specific Measurable Achievable Relevant Time-bound Focus on one key objective Example: Reduce child pneumonia deaths by 65 percent by 2015, and reduce the number of severe pneumonia cases by 25 percent.* *WHO Millennium Development Goal

13. Step 4: Potential Partnerships Collaboration can amplify campaign reach/impact Are there groups or individuals with whom you could partner? Good partners: are committed to same goals add value (e.g. credibility, expertise, network of contacts, funds, free media) communications experience a plus Examples: Governments/Ministries, Other Healthcare/Public Health Organizations, Media Agencies and Networks

14. Step 5: Develop Key Message(s) What do you want to communicate to your audience?  based on verified insights Keep it simple: 1 main message 1 supporting message (max.) Remember to pre-test messages to ensure they are being received as intended

15. Step 5: Develop Key Message(s) Examples Smoking is hazardous to your health. (Call the 311 NYC Quits Hotline today.) Secondhand smoke increases the risk of heart of disease by 25%. (Protect your loved ones. Don’t smoke around them.)

16. Step 6: Select Campaign Activities How will you reach your target audience? What channels will you use? Will you need to develop materials? (Distribution?) What other activities can support your message? How will you know if your campaign is working? How will you make adjustments, if needed?

17. Step 7: Develop A Workplan Make a list of tasks/activities for your campaign Include before, during, and after Organize each in timeline Clarify specific actions, dates Build in time for approvals Assign persons responsible for each step Get approval and commitment from supervisors/partners Be realistic!

18. WORKPLAN EXAMPLE 2011 Strategic Planning Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Lead Person / Org Planning/Budgeting (incl. approvals) XX Yvette Baseline Establish measurable objectives X WLF Survey XX China CDC Analysis X Liu Huilin Delivery of baseline report X Liu Huilin Campaign Development Draft creative brief and issue agency RFPs X Winnie Select Agencies (Design, Production) X Winnie Production, Editing and Revisions X Agencies Campaign Activities Press conference X XChina CDC TV Broadcast XXXWinnie Touring Exhibition XXXChina CDC Press interviews XXChina CDC Campaign monitoring XXX BJG TW Campaign Evaluation Develop evaluation scope and protocol X WLF Survey XX China CDC Analysis XX Liu Huilin Delivery of Evaluation/Final Project Report X China CDC Sample Workplan Document

19. Step 8: Allocate Resources Make a budget Know what you have Know what you need 1. PERSONNEL COSTS: 2. OPERATIONAL COSTS Workshops/Meetings Research/Evaluation Materials Devt/Production Broadcast/Distribution Press Conferences TOTAL OPERATIONAL COSTS 3. ADMIN COSTS 4. EQUIPMENT 5. INDIRECT COSTS 6. TOTAL COST OF PROJECT 7. EXISTING BUDGET 8. BUDGET NEEDED

20. Keep In Mind… The Campaign Environment Assess what else is going on Government Budget Policy Events Anticipate obstacles that may threaten or weaken campaign Build in opportunities for adjusting/refining your plan

21. Review: Strategic Comms Model Strategic Planning Evaluation and Refinement Campaign Implementation Message and Materials Development US Department of Health & Human Services, National Institute of Health, National Cancer Institute - Making Health Communication Programs Work

22. Key Takeaways 1. A good plan maximizes your chance of success When well thought-through, helps to garner support Objective assessment of issue and environment helps to minimize obstacles along the way 2. Have clear understanding of who you are trying to reach 3. Solicit agreement/support from partners and superiors 4. Be realistic with resources  $$, time and manpower 5. Monitor/evaluate along the way to make refinements 6. COMMUNICATIONS NEEDS SUSTAINED EFFORT!

23. Yvette Chang ychang@worldlungfoundation.org