1. Make TODAY Count!: implementing a population engagement and culture change strategy APHA 2014 Tuesday, November 18, 2014 Session 4357.0

2. Conflicts of interest I have no conflicts of interest to disclose

3. Mark E. Wallace, MD, MPH CEO/CMO, North Colorado Health Alliance Executive Director, Weld County Department of Public Health & Environment

4. Co-authors Vincent Atchity, PhD, COO – North Colorado Health Alliance Carlee Rosen, MPH, Campaign Coordinator – North Colorado Health Alliance

5. Healthy Eating Healthy Mind & Spirit Thriving Weld County Active Living Education Communi ty Service Health Care Business Faith-Based Organizations Governmen t Community Dashboard Allied Partners Destination Catholic Charities Christ Community Church Family of Christ Presbyterian Church Salvation Army Other Allies High Plains Library District Tower21 United Way Weld Food Bank Youth & Family Connections Other Allies Banner Health Colorado Access Kaiser Permanente North Range Behavioral Health Sunrise Community Health Other Allies Greeley Chamber of Commerce Latino Chamber of Commerce JBS State Farm Other Allies Aims Community College CSU Extension University of Northern Colorado Weld County School District 6 Other Allies City of Fort Lupton City of Greeley Weld County Commissioners Weld County Dept. of Public Health & Environment Weld County Department of Human Services Other Allies Quality Education & Livelihood Access to Care

6. Understand the Target Audience Short on Time Short on Attention Span Short on Money Not Thinking about Health

7. Understand the Target Audience, cont. Chronically ill (62% of Weld County adults, and 1 in 4 children, overweight or obese) Depressed (30%) Impoverished amidst great wealth (over 50% of Weld County children eligible for Medicaid—in one of the nation’s “fastest growing economies”)

8. Special Focus on Kids & Community Leaders Where culture change happens

9. Population Engagement Strategy Based on What We Know Works No need to reinvent the wheel! Game shows and reality TV Simple messages & repetition

10. Familiar Structural Elements: Competition Challenges Weigh & Win Spin wheel Physical activity game shows

11. Familiar Structural Elements: Prizes and Incentives Gift cards to local businesses Water bottles Tote bags Frisbees Lunch boxes

12. Familiar Structural Elements: Real Life Stories Everyman/Everywoman protagonists Local health heroes Social media channels

13. Familiar Structural Elements: Life Can Change in a Flash Scenarios Small steps Incremental measurement Make TODAY Count!

14. Familiar Structural Elements: Rooting for the Underdog Ground zero for U.S. public health crisis (anywhere) can become ground zero for U.S. public health revival (everywhere) Not the Garden of Eden…

15. Familiar Structural Elements: Keeping Score Community Health Data Dashboard Calendar-driven

16. Healthy Eating Healthy Mind & Spirit Thriving Weld County Active Living Education Communi ty Service Health Care Business Faith-Based Organizations Governmen t Community Dashboard Allied Partners Destination Catholic Charities Christ Community Church Family of Christ Presbyterian Church Salvation Army Other Allies High Plains Library District Tower21 United Way Weld Food Bank Youth & Family Connections Other Allies Banner Health Colorado Access Kaiser Permanente North Range Behavioral Health Sunrise Community Health Other Allies Greeley Chamber of Commerce Latino Chamber of Commerce JBS State Farm Other Allies Aims Community College CSU Extension University of Northern Colorado Weld County School District 6 Other Allies City of Fort Lupton City of Greeley Weld County Commissioners Weld County Dept. of Public Health & Environment Weld County Department of Human Services Other Allies Quality Education & Livelihood Access to Care

17. Advancing on Multiple Fronts Grassroots Organizational partners Media surround-sound Making the business case for health to community leaders

18. Campaign Staffing Marketing/Communications Partnership Development Message Dissemination Data Collection & Presentation