Northwest Portland Area Indian Health Board
75
INDIAN LEADERSHIP FOR INDIAN HEALTH Northwest Portland Area Indian Health Board Established in 1972, the Board is a non-profit tribal organization serving the 43 federally recognized tribes of Oregon, Washington, and Idaho.
Transcript of Northwest Portland Area Indian Health Board
I N D I A N L E A D E R S H I P F O R I N D I A N H E A L T H
Northwest Portland Area Indian Health Board
Established in 1972, the Board is a non-profit tribal organization serving the 43 federally recognized
tribes of Oregon, Washington, and Idaho.
MISSION: To assist Northwest tribes
to improve the health status and quality of life of
member tribes and Indian people in their delivery of culturally
appropriate and holistic health care.
Project Red Talon
Increase Capacity to
Prevent STDs
Increase Awareness about STDs
Improve AI/AN Representation
Improve Testing & Treatment
We also have
INTRODUCTIONS
Mad Tea Party
Name, Tribe
Any ongoing health promotion messaging campaigns that you’re involved in…
OR
Something you hope to learn about during the training…
TODAY’S AGENDA
Social Marketing 101
Selecting Goals and Objectives
Engaging Partners
Tailoring Materials
Selecting Products & Communication Channels
Social Media 101
Project Management, Timelines, Evaluation
SOCIAL
MARKETING
101
TRIBAL SOCIAL MARKETING & MEDIA TRAINING
SOCIAL MARKETING
SM applies the principles of marketing to address social problems, by influencing health behaviors.
SM is strategic: We don’t have unlimited time, resources, or personnel…
SM makes us focus on:
• The most important people
• The most important messages
Everything else can wait until later!
Audiences are the beginning and end of social marketing…
SOCIAL MARKETING
ADDRESSES BARRIERS
Behavior change “barriers” are real but often downplayed or ignored in health education. This is a huge mistake!
• Barriers can be physical, emotional, social, monetary, or time-oriented
• Barriers can be conscious or subconscious
Social marketing is about finding bridges to overcome these barriers.
SOCIAL MARKETING ♥ CBPR
Social Marketing Community Based Participatory Research
Audience Orientation – Audience is viewed as decision makers with choices; seeks to understand what people want and provide them support acquiring it.
Seeks mutual benefit for all partners. Promotes co‐learning and facilitates the reciprocal transfer of knowledge, skills, capacity and power.
Segmentation – Subsets of populations are selected, evaluated, and prioritized to enhance efficiency and effectiveness.
Recognizes community as a unit of identity. Works to strengthen their sense of community through collective engagement.
Behavior Focus – Focus is on behavior that results in societal benefit, not just increased awareness or knowledge.
Builds on strengths and resources within the community. Recognizes the social and ecological structures and processes that contribute to health behaviors.
SOCIAL MARKETING ♥ CBPR
Social Marketing Community Based Participatory Research
Upstream and Midstream Audiences – Efforts to influence behavior is often enhanced by also targeting upstream and midstream audiences.
Builds on strengths and resources within the community. Recognizes the social and ecological structures and processes that contribute to behavior.
Evaluation – Evaluation focuses on behavior change and the impact on society. Evaluation is a continuous process that provides information to maintain and expand programs.
Involves a cyclical and iterative process.
Sustainability – Results from continuous program monitoring and adjustment based on changes occurring in the audience and environmental conditions.
Disseminates findings to all partners using language that is understandable and respectful. Ongoing feedback are used to inform actions.
CAMPAIGN
EXAMPLES
Logo
Posters
Fact Sheets
Tip Cards
Window clings
Flash Drives
T-shirts
Posters
Fact Sheets
Brochures
Web Banners
Lanyards
T-shirts
Posters
Fact Sheets
Brochures
Window Clings
Lanyards
T-shirts
Flash Drives
PSAs
SELECTING&
DEFINING
CAMPAIGN
GOALS
TRIBAL SOCIAL MARKETING & MEDIA TRAINING
Developing a Campaign
1. Define campaign goals & objectives.
2. Engage potential partners in the campaign.
3. Collect/Review Data:
1. Select the target audience.
2. Identify risk and protective factors related to the problem.
4. Identify messages that address risk/protective factors.
5. Tailor/design campaign materials to the audience.
6. Select product and placement strategies.
7. Pretest and revise materials if needed.
8. Implement the campaign.
Kansas Community Toolkit NPAIHB
Make a Plan
DEFINE YOUR CAMPAIGN GOALS
Reduce underage drinking among
American Indian and American Indian
(AI/AN) youth.
Reduce prescription drug abuse among
young adults 12-25 years old.
Improve cultural pride, self-esteem and
resilience among AI/AN youth.
Define your Target Audience
Age, Gender, Behavior
Location – Where are they?
What are their needs? Wants? Interests?
What do they think about this issue?
Who influences the behavior?
What are their barriers to the desired behavior?
TRIBAL TEAMS -- 15 MINUTES
What behavior would you like to change? What are the underlying risk or protective factors?
Who is your target audience?
What obstacles or barriers do they face when changing this behavior?
How do they get information about this? Trusted sources? Media preferences?
What behavior would you like to change? What are the underlying risk or protective factors?
Who is your target audience?
What obstacles or barriers do they face when changing this behavior?
How do they get information about this? Trusted sources? Media preferences?
REPORT - SHARE PAGE 1
TIGERS &
BEARS
TRIBAL SOCIAL MARKETING & MEDIA TRAINING
ENGAGING
COMMUNITY
PARTNERS
TRIBAL SOCIAL MARKETING & MEDIA TRAINING
ENGAGING COMMUNITY
PARTNERS
• Shared Ownership - Build trust, establish relationships; Help distribute marketing materials.
• Gain Insight - Identify locations where the target population naturally congregates.
• Increase Credibility - Utilize partner’s logos on materials, etc.
• Share Costs – Time, $, production, printing, etc.
PAGE 2: COMMUNITY WHEEL EXERCISE
SCHOOLS GATEKEEPERS
FAITH-BASED ORGANIZATIONS
COMMUNITY LEADERSHIP
LOCAL BUSINESS NON-NATIVE AGENCIES/ PROGRAMS
NATIVE AGENCIES/ PROGRAMS
HEALTH AGENCIES I.H.S.
TAILORING
YOUR
CAMPAIGN
TRIBAL SOCIAL MARKETING & MEDIA TRAINING
Developing a Campaign
1. Define campaign goals & objectives.
2. Engage potential partners in the campaign.
3. Collect/Review Data:
1. Select the target audience.
2. Identify risk and protective factors related to the problem.
4. Identify messages that address risk/protective factors.
5. Tailor/design campaign materials to the audience.
6. Select product and placement strategies.
7. Pretest and revise materials if needed.
8. Implement the campaign.
NPAIHB
Gather Information
Formal
Surveys
Key Informant Interviews
Focus groups
Informal
Meetings attended by target audience or campaign stakeholders
Friends/Colleagues
Who is the Audience
What do they want, need
know?
What messages / slogans resonate?
Draft 1
Draft 2
INFORMATION GATHERING: WHEN?
INFORMATION GATHERING: WHAT?
• Audience – Needs, Wants, Behaviors, Readiness (Stage of Change)
• Messages, Campaign Tone, Slogans
• Visual Concepts – Mock ups
• Final Drafts
• Completed Campaign – Satisfaction, campaign reach, behavior change.
SELECTING
PRODUCTS &
DISSEMINATION
STRATEGIES
TRIBAL SOCIAL MARKETING & MEDIA TRAINING
PRODUCT CONSIDERATIONS
What will appeal to my target population? What can I afford? What will help carry my message forward? Who will see it? What will be the community response?
What would happen if somebody outside the targeted audience sees it?
Is the product accessible? Readable, likeable, portable?
TIMING BEHAVIOR CHANGE
1 2 3 4 5 6 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
3-4 Times
BEHAVIOR CHANGE
7-9 Times
15-20 Times
RECOGNITION RECALL
DISSEMINATION OPTIONS
FINAL CONSIDERATIONS:
PUTTING THE PIECES TOGETHER
You can use different products and dissemination strategies to reach different segments of your target population
However, if this happens too much, may need to further refine your definition of your target audience
Does this campaign compete or compliment other programs/activities going on in people’s lives
TRIBAL TEAMS -- 10 MINUTES
Where and how will you gather audience feedback?
SOCIAL MEDIA
101
TRIBAL SOCIAL MARKETING & MEDIA TRAINING
We also have
What health topics are important for
Native youth to learn about?
EVALUATION
TRIBAL SOCIAL MARKETING & MEDIA TRAINING
EVALUATION
The Bad News: Every communication method has it’s own evaluation measures!
The Good News: Tailor your evaluation plan to your particular campaign.
What might we do to measure the reach of our campaigns?
Social Media Analytics
• Breadth
• Depth / Viewing
• Engagement
• Loyalty
• Customer Experience
• Campaigns
• Strategic Outcomes
http://www.howto.gov/social-media/using-social-media/metrics-for-federal-agencies
Google Analytics
YouTube Insights
Evaluation: Impacts
What might we do to measure the impact of our campaign?
• Changes in underage drinking?
• Changes in prescription drug use?
• Changes in attitudes or norms?
Q&A
TIMELINES
Mar April May June July Aug Sept Oct Nov Dec Jan Feb Mar
Media Training X Identify audience, goals, behaviors…
Develop and test messages, slogans, designs…
Produce materials
Place materials; evaluate campaign
1. Review your planned activities
2. Determine expenses (staffing, materials, supplies, equipment, travel)
3. Sit down and create
BUDGETS
2121 SW Broadway, Suite 300 Portland, Oregon 97201 Phone: (503) 228-4185 Fax: (503) 228-8182
Stephanie Craig Rushing, PhD, MPH Director – Project Red Talon & THRIVE [email protected] Colbie Caughlan, MPH THRIVE Project Manager [email protected] Jessica Leston, MPH STD/HIV Clinical Services Manager [email protected] David Stephens, RN Multimedia Project Specialist [email protected] Tommy Ghost Dog [email protected] Celena McCray cmccray @npaihb.org
Northwest
Portland Area
Indian Health
Board
Indian Leadership for Indian Health
