1. Health Communications in American Indian and Alaska Native Communities
Jay C. Butler, MD
Senior Director for Community Health Services
Robert Terrazas
Director of Marketing and Communications

2. 2,423,294 American Indians/Alaska Natives; 0.8% of US population
2009 US Census Estimate:
2,423,294 American Indians/Alaska Natives; 0.8% of US population
4,587,931 AI/AN as one or more race
State with AI/AN population >100,000

3. American Indian/Alaska Native Population in US Urban Centers
1. New York City (87,000)
2. Los Angeles (53,000)
3. Phoenix (35,000)
4. Tulsa (30,000)
5. Oklahoma City (29,000)
6. Anchorage (27,000)
7. Albuquerque (22,000)
8. Chicago (21,000)

4. National Vital Statistics Reports 2010; 58(14), March 14 issue

9. Social Marketing
Using marketing techniques to change a specific behavior within society or an isolated group.
Developing the message
Who is the target audience
What behavior is needing change or modification
How does this audience prefer to receive communication
Is there partnering opportunities to reinforce message

10. Developing the Message
Identified resources in rural “Hot Spots”
Behavioral Health Aides Therapists
Statewide Crisis & Suicide Hotline
Alaska State Troopers/law enforcement agencies

11. Who is the target audience
Approximately 50 Alaska Native people die by suicide each year
That's an average of about one every eight days.
Three out of four Alaska Native suicide deaths are males.
Suicide rates in the Northwest Arctic, the Yukon-Kuskokwim Delta, Arctic Slope and Norton Sound areas are the highest in the state.
Young Alaska Native males aged are almost nine times as likely to die as all U.S. males in this age group.
Alaska Native females aged are nineteen  times as likely to die as all U.S. females in this age group.
People who don’t want help
People who need full-time professional help (institution)
People who want help and are looking for someone to listen
People who don’t feel they need to be reached

12. What behavior is needing change or modification
The rate of suicide is 3.5 times higher for Alaska Native people than it is for the U.S. population, and is highest for year-old men.
Suicide is not a part of the Alaska Native culture — for it to stop, we have to talk about it.

13. How does this audience prefer to receive communication
One-on-one conversations
Radio public service announcements
Elder female
Young female
Young male
Print public service announcements
Informational cards for law enforcement

14. Is there partnering opportunities to reinforce message?
Any other suicide social marketing campaigns any of you are working on?