1. MN Aces and Media Tactics
Scott Smith, Communications Coordinator, Minnesota Department of Health
February 28, 2013

2. First ACEs Data Release
Minnesota collected Adverse Childhood Events data for the first time in 2011 as part of Behavioral Risk Factor Surveillance System (BRFSS),
Data analysis completed in 2012
Minnesota has a Children’s Cabinet that includes health, human services, education commissioners
Leadership support

3. Goals
Raise public awareness of Adverse Childhood Experiences and how they impact health
Create urgency and start the process of mobilizing a new community response to preventing and responding to Adverse Childhood experiences

4. Key Messages
We know that ACEs are common, they occur more frequently than anyone of us would hope. 55% of Minnesotans 1 or more ACEs
We know that exposure to these experiences in childhood harms the health and well-being of Minnesota’s children and families. As the ACE score goes up, so does the risk for many health and life challenges.
We also know that ACEs don’t define us. The knowledge from the study also helps us chart a course toward healthy thriving families and communities

5. Positive imagery
Source: ACE ExecutiveSummary - Minnesota Department of Health

6. MN results consistent with those of other states, national research
Source: ACE ExecutiveSummary - Minnesota Department of Health

7. Source: ACE ExecutiveSummary - Minnesota Department of Health

8. Media Tactics Media event advisory Press release Release event
Press invited
Commissioners of health, human services, and education to start the event, followed by media availability
Minnesota data presentation
Presentation from Laura Porter
Community panel discussion
Including information and stories from WA state was important for people to understand that there are many arena's of action and effective approaches to community level prevention. (This is very helpful to both reinforce the opportunity for hope and avoid overemphasizing the individual, therapeutic medical model approach. It also helps us see that creating the opportunity for children to thrive requires all of us working to assure families have what they need to succeed).

9. The best laid plans . . .
Two of the commissioners got called for confirmation hearings. So . . .
We sent the press release in the morning
Health commissioner did interviews before lunch
Health, and Human Services commissioners arrived and spoke about 3 p.m.

10. Results More than 100 people attended the release event
Extensive coverage in state newspapers, TV and radio – public radio call-in show the same week
Positive feedback from community stakeholders
MN is now part of the national ACEs conversation
Ready, set, go – Provided a starting point for additional discussions with community partners and other state agencies
Part of the Governor’s Children’s Cabinet agenda

11. Lessons
The public is interested in ACEs research because it deals with core issues, such as childhood, parenting, fate, and future success
It’s a tough topic but the community can handle the conversation
Connect the findings to the brain research. Showing trauma’s physical impact on the brain helps explain the magnitude of the problem and the impact on health and life outcomes.
Stress that adversity is not destiny, pair with resiliency
Helpful to some individuals. The conversation can change from ‘what’s wrong with me, to what happened to me?’ To break the cycle, efforts must also focus on supporting adults.
Link to press release and materials:
The full report is expected to be completed in mid-March.