WEBVTT 1 00:00:00.360 --> 00:00:01.530 Hi everyone and welcome back 2 00:00:01.530 --> 00:00:03.930 to another lecture here in module four. 3 00:00:03.930 --> 00:00:06.480 Today we are doing a quick recap of some highlights 4 00:00:06.480 --> 00:00:09.450 from chapter four in our Snyder Et. Al text, 5 00:00:09.450 --> 00:00:11.130 titled "Communicating the Message." 6 00:00:11.130 --> 00:00:12.960 So let's dive in. 7 00:00:12.960 --> 00:00:14.340 Public health communication 8 00:00:14.340 --> 00:00:15.660 is incredibly important to 9 00:00:15.660 --> 00:00:17.992 any public health advocacy initiative 10 00:00:17.992 --> 00:00:21.210 or development of any public health campaign. 11 00:00:21.210 --> 00:00:23.670 A really powerful example of this 12 00:00:23.670 --> 00:00:26.310 is an example in our text 13 00:00:26.310 --> 00:00:28.773 from the "Health for All" social media campaign 14 00:00:28.773 --> 00:00:31.650 that I hold very near and dear to my heart. 15 00:00:31.650 --> 00:00:35.040 The "Health for All" was a social media-based campaign 16 00:00:35.040 --> 00:00:36.750 that was working to increase 17 00:00:36.750 --> 00:00:39.960 healthcare coverage to all residents of California, 18 00:00:39.960 --> 00:00:43.950 regardless of US citizenship status. 19 00:00:43.950 --> 00:00:45.927 What the campaign was geared toward, 20 00:00:45.927 --> 00:00:50.927 was providing testimonies from undocumented persons 21 00:00:51.270 --> 00:00:52.770 throughout the state of California 22 00:00:52.770 --> 00:00:54.870 and highlighting the stigma 23 00:00:54.870 --> 00:00:56.652 surrounding healthcare coverage 24 00:00:56.652 --> 00:00:59.250 and connecting it to existing 25 00:00:59.250 --> 00:01:02.040 and parallel different initiatives with success, 26 00:01:02.040 --> 00:01:02.873 to 27 00:01:03.840 --> 00:01:08.130 provide the basis for a reform of healthcare policy, 28 00:01:08.130 --> 00:01:10.320 to cover healthcare for all persons 29 00:01:10.320 --> 00:01:12.720 regardless of citizenship status. 30 00:01:12.720 --> 00:01:14.522 They worked on a health equity framework 31 00:01:14.522 --> 00:01:16.468 and allowed for testimony 32 00:01:16.468 --> 00:01:18.900 to come from a variety of people 33 00:01:18.900 --> 00:01:21.030 from undocumented persons themselves, 34 00:01:21.030 --> 00:01:24.750 notable allies in the community, as well as celebrities. 35 00:01:24.750 --> 00:01:27.777 Their slogan was, "I am you, you are me. We belong." 36 00:01:28.980 --> 00:01:30.450 The efforts of this campaign 37 00:01:30.450 --> 00:01:32.430 and effective communication skills 38 00:01:32.430 --> 00:01:35.220 to the public and to decision makers 39 00:01:35.220 --> 00:01:36.540 was incredibly successful, 40 00:01:36.540 --> 00:01:39.900 with over 200,000 children receiving healthcare 41 00:01:39.900 --> 00:01:42.420 under the "Health for All Kids Act." 42 00:01:42.420 --> 00:01:47.070 Parallel work, semi parallel work to this topic, 43 00:01:47.070 --> 00:01:48.210 I just wanna do a plug-in 44 00:01:48.210 --> 00:01:51.030 for U V M Extension's "Bridges to Health" program. 45 00:01:51.030 --> 00:01:53.100 They work throughout the state of Vermont 46 00:01:53.100 --> 00:01:55.680 with farm workers and employers 47 00:01:55.680 --> 00:01:59.460 to ensure that individuals who are Spanish speaking 48 00:01:59.460 --> 00:02:02.430 have access to health education and resources 49 00:02:02.430 --> 00:02:04.020 that are in their own language 50 00:02:04.020 --> 00:02:06.300 and respectful of their cultural beliefs. 51 00:02:06.300 --> 00:02:08.010 In addition, they have a workshop 52 00:02:08.010 --> 00:02:10.230 that allows for education and awareness 53 00:02:10.230 --> 00:02:14.250 to be provided to employees, employers of farm workers, 54 00:02:14.250 --> 00:02:17.098 to ensure that there's increased communication 55 00:02:17.098 --> 00:02:20.520 and needs are being met between employers and workers. 56 00:02:20.520 --> 00:02:22.080 For more information on that program, 57 00:02:22.080 --> 00:02:23.157 and to learn a little bit more about 58 00:02:23.157 --> 00:02:25.470 UVM Extension's Bridges to Health, 59 00:02:25.470 --> 00:02:30.150 you can go to uvm.edu/extension/agriculture 60 00:02:30.150 --> 00:02:32.670 and for that specific employer/employee website, 61 00:02:32.670 --> 00:02:36.060 that additional link is "slash FACCP." 62 00:02:36.060 --> 00:02:39.030 And before diving into the rest of the lecture material, 63 00:02:39.030 --> 00:02:41.340 I just wanted to go again over the four steps 64 00:02:41.340 --> 00:02:43.050 to effective public health campaigning. 65 00:02:43.050 --> 00:02:46.050 The first is to "Define the problem and make your plan," 66 00:02:46.050 --> 00:02:48.397 we have gone over that earlier in the lecture. 67 00:02:48.397 --> 00:02:49.410 "Gather the facts," 68 00:02:49.410 --> 00:02:51.840 that was what we were focusing on in module three; 69 00:02:51.840 --> 00:02:54.150 and today we are looking at "building support 70 00:02:54.150 --> 00:02:56.637 and communicating a clear and compelling story 71 00:02:56.637 --> 00:02:59.460 of what is wrong and what should be done." 72 00:02:59.460 --> 00:03:01.710 Much like anything in public health, 73 00:03:01.710 --> 00:03:04.620 media advocacy and communicating a campaign's message 74 00:03:04.620 --> 00:03:06.660 is much easier said than done. 75 00:03:06.660 --> 00:03:08.820 Communication of a public health campaign 76 00:03:08.820 --> 00:03:12.099 is not just giving out our message to interested folks, 77 00:03:12.099 --> 00:03:16.320 but rather, it's allowing for us to draw 78 00:03:16.320 --> 00:03:18.720 and illustrate a proposed hypothesis 79 00:03:18.720 --> 00:03:20.910 of what could happen with our change, 80 00:03:20.910 --> 00:03:23.880 drawing out future plans and providing it in a way 81 00:03:23.880 --> 00:03:26.670 that allows for our audience to understand, support 82 00:03:26.670 --> 00:03:29.165 and continue to follow our campaign 83 00:03:29.165 --> 00:03:32.220 until we reach our systemic change of a law, 84 00:03:32.220 --> 00:03:34.053 or a policy being enacted. 85 00:03:35.340 --> 00:03:39.270 Because we live in such a media platform-focused society, 86 00:03:39.270 --> 00:03:41.460 we often are seeing social campaigns 87 00:03:41.460 --> 00:03:43.320 taking over our news feeds, 88 00:03:43.320 --> 00:03:46.080 and that is not just somebody going viral. 89 00:03:46.080 --> 00:03:48.870 A lot of times this has to do with media advocacy, 90 00:03:48.870 --> 00:03:51.063 which is a very complicated process 91 00:03:51.063 --> 00:03:54.090 that calls for strategic planning 92 00:03:54.090 --> 00:03:58.110 and careful consideration of every aspect of the campaign, 93 00:03:58.110 --> 00:04:00.990 and specifically designing our messages 94 00:04:00.990 --> 00:04:03.120 to go to our audience 95 00:04:03.120 --> 00:04:05.883 and be a vessel of what we are looking to change. 96 00:04:06.720 --> 00:04:08.340 Just a quick plug-in here, 97 00:04:08.340 --> 00:04:10.980 going back to mentioning the important, 98 00:04:10.980 --> 00:04:14.250 that we live in a media, slash, platform focused society 99 00:04:14.250 --> 00:04:16.050 when developing a campaign, 100 00:04:16.050 --> 00:04:18.180 I would just like to remind everyone 101 00:04:18.180 --> 00:04:19.560 to please consider individuals 102 00:04:19.560 --> 00:04:21.930 who do not have access to technology, 103 00:04:21.930 --> 00:04:23.850 or the certain platforms that you are looking 104 00:04:23.850 --> 00:04:25.590 to carry out your campaign. 105 00:04:25.590 --> 00:04:27.690 The digital divide in the United States 106 00:04:27.690 --> 00:04:30.150 is still an issue amongst older adults 107 00:04:30.150 --> 00:04:32.190 and individuals who are lower income 108 00:04:32.190 --> 00:04:34.089 who cannot afford technology. 109 00:04:34.089 --> 00:04:37.020 And as you develop your campaign, 110 00:04:37.020 --> 00:04:40.650 I would just advise to take careful consideration 111 00:04:40.650 --> 00:04:42.810 to allow that everyone in your audience 112 00:04:42.810 --> 00:04:45.060 is being captured and able to hear your message 113 00:04:45.060 --> 00:04:48.330 in a way that is applicable to them. 114 00:04:48.330 --> 00:04:51.420 When we are effectively communicating 115 00:04:51.420 --> 00:04:54.690 our message in an advocacy campaign, 116 00:04:54.690 --> 00:04:57.120 there are three careful considerations 117 00:04:57.120 --> 00:04:58.860 that our text outlines. 118 00:04:58.860 --> 00:05:00.570 The first is our message. 119 00:05:00.570 --> 00:05:02.910 The second is how we are framing our message, 120 00:05:02.910 --> 00:05:06.000 our campaign and how that is resonating with our audience. 121 00:05:06.000 --> 00:05:08.730 And lastly, what is our campaign's narrative? 122 00:05:08.730 --> 00:05:11.406 When talking about the message of our campaign, 123 00:05:11.406 --> 00:05:13.290 we are really looking to ensure 124 00:05:13.290 --> 00:05:15.030 that our message that we are portraying 125 00:05:15.030 --> 00:05:17.280 to the public and to our audience 126 00:05:17.280 --> 00:05:19.950 really considers three major topics. 127 00:05:19.950 --> 00:05:21.720 The first is, what is our core idea? 128 00:05:21.720 --> 00:05:24.660 So what is our message trying to say? 129 00:05:24.660 --> 00:05:27.122 The next is, who is the messenger? 130 00:05:27.122 --> 00:05:30.060 For example, are we using peer-to-peer support? 131 00:05:30.060 --> 00:05:35.060 Are we using an advocacy group, speaking to a crowd, 132 00:05:35.550 --> 00:05:39.060 or are we using a legislative personnel 133 00:05:39.060 --> 00:05:41.520 to their constituents? 134 00:05:41.520 --> 00:05:43.620 Lastly, who is the primary audience? 135 00:05:43.620 --> 00:05:46.020 This is asking who are we intending 136 00:05:46.020 --> 00:05:48.150 this message to be carried to? 137 00:05:48.150 --> 00:05:49.950 Are we looking for this to be geared towards 138 00:05:49.950 --> 00:05:53.220 family members of somebody with X illness? 139 00:05:53.220 --> 00:05:55.680 Are we looking for this to be an audience 140 00:05:55.680 --> 00:05:58.620 targeted to an age group or a location? 141 00:05:58.620 --> 00:06:01.655 These are all very careful considerations. 142 00:06:01.655 --> 00:06:05.070 The fourth I'm mentioning is my own personal thoughts, 143 00:06:05.070 --> 00:06:06.570 and not reflected in the book, 144 00:06:07.560 --> 00:06:11.010 would be a 2-A and a 3-A. 145 00:06:11.010 --> 00:06:15.300 So why is group or person X your messenger, 146 00:06:15.300 --> 00:06:17.310 that's important to consider as well. 147 00:06:17.310 --> 00:06:19.920 As well as why is your primary audience 148 00:06:19.920 --> 00:06:21.090 the primary audience? 149 00:06:21.090 --> 00:06:23.040 And oftentimes as advocates, 150 00:06:23.040 --> 00:06:24.690 as we learned in module three, 151 00:06:24.690 --> 00:06:27.300 this would be supported with research 152 00:06:27.300 --> 00:06:31.320 or between primary or grade literature. 153 00:06:31.320 --> 00:06:34.140 Just to highlight the three considerations for message, 154 00:06:34.140 --> 00:06:37.398 I wanted to provide a real-world example. 155 00:06:37.398 --> 00:06:38.880 I wanted to talk a little bit 156 00:06:38.880 --> 00:06:40.890 about the "End the Stigma" campaign. 157 00:06:40.890 --> 00:06:44.002 This is a completely web-based social media campaign, 158 00:06:44.002 --> 00:06:46.050 where teens are able to share 159 00:06:46.050 --> 00:06:48.360 their stories surrounding mental illness 160 00:06:48.360 --> 00:06:50.603 and their struggles with mental illness 161 00:06:50.603 --> 00:06:54.000 under a hashtag of #endthestigma, 162 00:06:54.000 --> 00:06:56.220 and the campaign is meant to 163 00:06:56.220 --> 00:06:59.850 de-stigmatize mental illness and share stories 164 00:06:59.850 --> 00:07:02.340 to create a sense of inclusivity, 165 00:07:02.340 --> 00:07:05.820 and light to what are currently large disparities 166 00:07:05.820 --> 00:07:07.650 in mental health access and education 167 00:07:07.650 --> 00:07:11.154 for this young adult demographic. 168 00:07:11.154 --> 00:07:15.270 In this campaign, so the core idea would be 169 00:07:15.270 --> 00:07:16.710 ending the stigma surrounding 170 00:07:16.710 --> 00:07:18.270 adolescent mental health concerns, 171 00:07:18.270 --> 00:07:20.670 and advocating for acceptance of mental illness, 172 00:07:20.670 --> 00:07:23.580 and accessing needed care and services. 173 00:07:23.580 --> 00:07:25.740 The messenger, this would be testimonies 174 00:07:25.740 --> 00:07:28.500 of mental health struggles from teenagers. 175 00:07:28.500 --> 00:07:30.960 We see that all of the messages from the campaign 176 00:07:30.960 --> 00:07:35.340 are from teenagers to the primary audience of teenagers. 177 00:07:35.340 --> 00:07:36.900 And to answer the "why," 178 00:07:36.900 --> 00:07:38.070 I'm just referencing back 179 00:07:38.070 --> 00:07:40.263 from exploring endthestigma.org. 180 00:07:40.263 --> 00:07:43.490 They mentioned on their website that this age group 181 00:07:43.490 --> 00:07:46.633 had higher rates of stigma surrounding mental health, 182 00:07:46.633 --> 00:07:48.840 and I would assume that would be 183 00:07:48.840 --> 00:07:53.280 why we had messengers of teens to the audience of teens. 184 00:07:53.280 --> 00:07:54.780 In addition, this can also help 185 00:07:54.780 --> 00:07:56.250 break the silence and stigma, 186 00:07:56.250 --> 00:07:58.650 and cause a sense of belongingness 187 00:07:58.650 --> 00:08:00.480 and understanding between peers, 188 00:08:00.480 --> 00:08:05.310 and sharing stories from peers and shared experiences 189 00:08:05.310 --> 00:08:07.800 may allow for increased inclusivity 190 00:08:07.800 --> 00:08:09.690 and creating that trusted and validated 191 00:08:09.690 --> 00:08:11.133 feeling of being understood. 192 00:08:12.300 --> 00:08:13.770 The next careful consideration 193 00:08:13.770 --> 00:08:16.110 to our message would be framing. 194 00:08:16.110 --> 00:08:18.513 So this is how we frame our campaign 195 00:08:18.513 --> 00:08:23.052 to be placed in a certain narrative by our audience, 196 00:08:23.052 --> 00:08:25.320 and trigger a response to our audience 197 00:08:25.320 --> 00:08:28.530 by paying attention to different themes in our campaign 198 00:08:28.530 --> 00:08:31.500 to garner support for our cause. 199 00:08:31.500 --> 00:08:35.490 Lastly, we must pay very close attention to our narrative. 200 00:08:35.490 --> 00:08:37.170 This is the story of our campaign. 201 00:08:37.170 --> 00:08:38.730 It's how we capture our message 202 00:08:38.730 --> 00:08:40.680 that is being framed appropriately 203 00:08:40.680 --> 00:08:42.330 and built into our campaign 204 00:08:42.330 --> 00:08:45.240 and aligning with our goals for change. 205 00:08:45.240 --> 00:08:48.270 This is a really big driving point of a campaign 206 00:08:48.270 --> 00:08:51.974 and allows for us to bring our points home to others. 207 00:08:51.974 --> 00:08:54.420 In total, we need all three. 208 00:08:54.420 --> 00:08:55.920 We need an effective message 209 00:08:55.920 --> 00:08:58.110 that answers all of our considerations, 210 00:08:58.110 --> 00:08:59.550 we have to have it framed in a way 211 00:08:59.550 --> 00:09:02.100 that resonates with our audience, 212 00:09:02.100 --> 00:09:03.270 and we have to have a narrative 213 00:09:03.270 --> 00:09:04.890 that really brings home our points 214 00:09:04.890 --> 00:09:06.402 in order to effectively communicate 215 00:09:06.402 --> 00:09:08.250 our goals of our campaign and 216 00:09:08.250 --> 00:09:11.970 what we're advocating for to garner support, 217 00:09:11.970 --> 00:09:13.590 which is absolutely vital for us 218 00:09:13.590 --> 00:09:15.870 to make the systemic changes that we want. 219 00:09:15.870 --> 00:09:17.246 Once we have our message clear, 220 00:09:17.246 --> 00:09:20.370 there are four effective steps 221 00:09:20.370 --> 00:09:23.550 to communicate our message that were outlined in our text. 222 00:09:23.550 --> 00:09:25.835 The first is that, no matter the size, 223 00:09:25.835 --> 00:09:27.540 or how much funding we have, 224 00:09:27.540 --> 00:09:30.090 there are four foundations that are absolutely critical. 225 00:09:30.090 --> 00:09:32.400 The first is that when we are communicating our message, 226 00:09:32.400 --> 00:09:36.420 we have to offer accurate facts with respect to an analysis. 227 00:09:36.420 --> 00:09:39.660 This includes citing peer reviewed articles, 228 00:09:39.660 --> 00:09:41.258 and also this must be in a way 229 00:09:41.258 --> 00:09:43.770 that is broadly acknowledged human value. 230 00:09:43.770 --> 00:09:46.560 So we also need to tell a compelling story 231 00:09:46.560 --> 00:09:49.110 and reach the right audience with the right message. 232 00:09:49.110 --> 00:09:50.910 In essence, we need to ensure that 233 00:09:50.910 --> 00:09:53.160 we are taking appropriate data, 234 00:09:53.160 --> 00:09:57.210 applying it with a touch of empathy, the great narration, 235 00:09:57.210 --> 00:10:00.240 and also in a way that is understandable to the audience. 236 00:10:00.240 --> 00:10:01.759 Lastly, I wanted to highlight that 237 00:10:01.759 --> 00:10:04.359 communication can come in many forms. 238 00:10:04.359 --> 00:10:06.570 Our text highlights the importance 239 00:10:06.570 --> 00:10:09.150 of both using online platforms, 240 00:10:09.150 --> 00:10:11.640 as well as in-person communication. 241 00:10:11.640 --> 00:10:13.445 Directly communicating with decision leaders 242 00:10:13.445 --> 00:10:15.720 for certain causes for our campaigns 243 00:10:15.720 --> 00:10:17.490 is incredibly important. 244 00:10:17.490 --> 00:10:19.770 One thing I wanted to add that was not in the text, 245 00:10:19.770 --> 00:10:22.860 was the importance of using online platforms 246 00:10:22.860 --> 00:10:25.440 such as Zoom or Teams, 247 00:10:25.440 --> 00:10:28.260 especially in the current COVID 19 pandemic 248 00:10:28.260 --> 00:10:31.326 and its important role in coalition building. 249 00:10:31.326 --> 00:10:33.240 Lastly, just to highlight, 250 00:10:33.240 --> 00:10:35.580 I wanted to mention that everything 251 00:10:35.580 --> 00:10:38.250 we are working towards in our communication steps 252 00:10:38.250 --> 00:10:39.720 may sound daunting, 253 00:10:39.720 --> 00:10:41.460 but it's always important to remember 254 00:10:41.460 --> 00:10:43.080 that every action we are making, 255 00:10:43.080 --> 00:10:45.960 even if it's making a communication plan 256 00:10:45.960 --> 00:10:46.890 and a mission statement, 257 00:10:46.890 --> 00:10:49.290 is all working towards our cause 258 00:10:49.290 --> 00:10:52.140 of advocating for specific policy changes and laws, 259 00:10:52.140 --> 00:10:53.910 to happen in order for us to make 260 00:10:53.910 --> 00:10:56.640 an equitable environment for our communities. 261 00:10:56.640 --> 00:10:58.950 Our text highlights that media coverage 262 00:10:58.950 --> 00:11:01.170 is really important to a campaign. 263 00:11:01.170 --> 00:11:03.090 This can come in many forms, 264 00:11:03.090 --> 00:11:06.570 from news releases, press conferences, to op-eds. 265 00:11:06.570 --> 00:11:08.100 They also highlight the importance 266 00:11:08.100 --> 00:11:11.280 of social media and also I wanted to highlight 267 00:11:11.280 --> 00:11:12.900 the importance of hashtags. 268 00:11:12.900 --> 00:11:14.640 So over the last few years, 269 00:11:14.640 --> 00:11:16.260 there have been many different hashtags 270 00:11:16.260 --> 00:11:18.000 that have garnered a lot of support 271 00:11:18.000 --> 00:11:21.690 for different social rights justice groups, 272 00:11:21.690 --> 00:11:24.442 human rights groups, as well as for organizations 273 00:11:24.442 --> 00:11:27.210 for advocating for certain conditions, 274 00:11:27.210 --> 00:11:29.670 or addressing policy reform. 275 00:11:29.670 --> 00:11:34.110 Some examples are the famous ALS Ice Bucket Challenge, 276 00:11:34.110 --> 00:11:35.760 the Black Lives Matter movement. 277 00:11:35.760 --> 00:11:38.414 I stand with her, #metoo, 278 00:11:38.414 --> 00:11:40.620 and I also wanted to highlight again, 279 00:11:40.620 --> 00:11:42.630 as I am filming this concurrent 280 00:11:42.630 --> 00:11:45.000 to the Iranian women's movement, 281 00:11:45.000 --> 00:11:47.250 is the current use of social media 282 00:11:47.250 --> 00:11:50.970 in supporting, garnering international support 283 00:11:50.970 --> 00:11:54.300 for what's going on over in Iran. 284 00:11:54.300 --> 00:11:55.920 I have attached a link here, 285 00:11:55.920 --> 00:11:57.870 for anyone interested in learning more. 286 00:11:58.710 --> 00:12:01.680 Lastly, here are the references for this lecture. 287 00:12:01.680 --> 00:12:05.610 Again, this was a recap of the chapter four 288 00:12:05.610 --> 00:12:07.620 in Snyder and Iton's text. 289 00:12:07.620 --> 00:12:09.295 Therefore, most of this lecture, 290 00:12:09.295 --> 00:12:11.790 if it was not an outside example, 291 00:12:11.790 --> 00:12:13.830 was based off of this chapter. 292 00:12:13.830 --> 00:12:15.210 If you have any questions, 293 00:12:15.210 --> 00:12:17.070 feel free to give me a shout. 294 00:12:17.070 --> 00:12:19.103 Otherwise, I will see you in lecture two.