from fotonovela to beyond webnovela:
TRANSCRIPT
Sponsors:
Center for Public Health Practice & Leadership,
Berkeley School of Public Health
Welcome to the Health Communication Matters! Webinar
Webinar will begin at 10am PT / 1pm ET
Health Communication Working GroupCommunity Health Planning & Policy Development
From Fotonovela to Beyond Webnovela:The Power of Storytelling for Health Promotion
**To avoid audio issues, please select “Dial In” option via conference phone line (vs. connecting through computer speakers)
Conference Line: 949-229-4400PIN: 9267663#
Mission: Health Communication Matters! Webinar Series
The Health Communication Matters Series will help participants in all walks of public health to apply techniques to communicate effectively with consumers,
health professionals, disenfranchised communities and your public health peers.
Other Events in HCM Series• What’s Your Peer Crowd?: Identifying Your Audience and Messages that
Resonate
• Shifting the Narrative: The Role of Social Media in Public Health Communication
• The Challenge of Numeracy: Why Simply Providing Data is Not Enough
• Design Matters! Integrating Design into Public Health Communications: Two Case Studies
• Storytelling as Health Communication: Fighting Obesity and Diabetes
• Making Web Design Work for People with Limited Vision
• PowerPoint Tips & Tricks
• Putting Culture Into Practice: Communicating with Diverse Latino Communities
• Applying Health Literacy to Health Insurance: How We Can Help Consumers
• Communicating the Affordable Care Act
http://sph.berkeley.edu/health-communication-matters-webinar-series
Today you’ll hear from . . .
Mel Baron, PharmD, MPAProfessor of Clinical Pharmacy
School of PharmacyUniversity of Southern California
Hua (Helen) Wang, PhDAssociate Professor of Communication
University at Buffalo, State University of New York
How to Participate!
• Phone line is automatically on mute
•Use chat function to send questions or comments
• We’ll consolidate questions and pose them to speakers throughout and during Q & A
• Links to archived recording, slides and resources will be shared with everyone who registered following the webinar
Who is in our audience: Geography
38%
4%
6%5%3%
8%
36%
Participant Location
California Illinois New York
Texas Colorado DMV (DC, MD, VA)
28 Other States
Who is in our audience: Organization
• Top organizations represented: city, county, tribal and state health departments; CDC; and academic institutions
• Others organizations: independent research organizations, health insurance plans; health systems/hospitals; nonprofits
Who is in our audience: Role/Position
Agenda
1. Review of session objectives
2. Feature Presentation: Health Literacy and Its Impact on Patient Outcomes (Mel Baron)
3. Feature Presentation: Transmedia Edutainment for Health Promotion and Behavior Change (Helen Wang)
4. Q&A
5. Conclusion
Objectives
• Describe at least 2 steps to help produce a successful fotonovela
• Describe the key factors that contributed to the success of a digital TV series
• List at least 2 measures for assessing a digital series as a public health communication intervention
PRESENTATION
Mel Baron, PharmD, MPAProfessor of Clinical Pharmacy
School of PharmacyUniversity of Southern California
Health Literacy and Its Impact on Patient Outcomes
Dr. Mel Baron
USC School of Pharmacy
LEARNING OBJECTIVES
• At the conclusion of the presentation the participants will be able to understand the challenges of producing a fotonovela
• Participants will be able to assess the needs of a targeted population
What is Health Literacy?
• The ability of individuals to obtain, interpret and understand basic health information and services in ways to enhance health
It affects people’s ability to:
• Navigate the healthcare system
• Share personal information with providers
• Understand and act on disease state management materials and information
• Read and act on prescription labels or directions given by a doctor or pharmacist
Prevalence of Poor Health Literacy
• Only 12% of US adults have proficient health literacy
• 14% of adults have below basic health literacy– More often they report health as poor and have
no health insurance
• Older adults, some racial and ethnic minorities, low education, and low income levels correlate with low health literacy
Impact on Adherence
• Lower use of preventative services
– Mammograms, Pap Smears, flu shots, etc
• Less knowledge and control of chronic disease states
– Improper use of metered dose inhaler for asthma
• Increase in preventable hospital visits and emergency admissions
Health Literacy Developing Strategy: Plain Language
• Organize information so that most important points come out first
• Breaking complex information into understandable chunks
• Simple language and define technical terms
• Avoid medical terms when possible
– i.e. say “high blood pressure”, instead of “hypertension”
• Use Focus Groups and Field Testing
Tips for Healthcare Professionals
• Avoid giving too much information
• Use multiple methods to explain
– i.e. pictures, verbal, print, and demonstration
• Invite questions to confirm comprehension
• Use the “teach-back” method
– i.e. ask the patient to show you how to use their metered dose inhaler for asthma
Depression
Fotonovella
CommunicationProcess Variables
• Audienceinvolvement
• Audienceidentification
• Interpersonalcommunication
Psychological Outcomes
• Increasesknowledge
• Reduces stigma• Increases self-
efficacy
Behavioral Outcomes
• Increases intentionsto seek help
• Increase treatmentengagement
• Increase treatmentretention
Conceptual Model
FormulatingObjectives
StorylineDevelopment
ScriptDevelopment
Production
Translation
Graphic Design& Printing
Production Process
Multi-Stakeholder Input:Clinicians, researchers, actors,
funding agencies, community members
Fotonovela Project Phases
Research
• Research• Script Development• Production• Layout Design• Printing• Distribution• Research Evaluation
Script Development
Production
Layout / Design
Printing
Distribution
Evaluation
In Contrast
In Contrast
Q&A’s
Action Plans
Fotonovela Titles Available
1) Forgotten Memories (Recuerdos Olvidados): a fotonovela on the recognition and treatment options for dementia 2) Sweet Temptations (Tentaciones Dulces): a fotonovela on diabetes management and the risks and myths associated with the disease among Hispanic families. This was translated into Dutch for use in a research study at the University of Groningen 3) Secret Feelings (Sentimientos Secretos): a fotonovela on depression to educate patients about the condition and improve drug compliance to achieve positive health outcomes. 4) Rosa Out of Control (Rosa Fuera de Control): a fotonovela on childhood obesity focusing on prevention and treatment 5) Oscar and the Giant (Oscar y el Gigante): a
fotonovela on improving management and drug
compliance for pediatric asthma
Fotonovela Titles Available
6) Fiesta Fiasco (Fiesta de Fiasco): a fotonovela
on medication adherence
7) What My Girlfriend Didn’t Know (Lo Que No
Sabia Mi Novia): a fotonovela on folic acid and
its importance in reducing the risk of birth
defects
8) Gloria Takes the Leap (Gloria da el Gran
Salto): a fotonovela on breast cancer and the
importance of mammograms
9) Marta On A Mission (El Reto De Marta): a
fotonovela on 2nd and 3rd hand smoke
10) Infectious Rumors! (tbd): a fotonovela on
immunization and the importance of vaccines
Audio-Visual Novela’s Available
1) “Rosa Out of Control” (“Rosa Fuera de Control”), the first audio-visual novella, was produced for computer and TV viewing in clinics, hospitals, buses, and adult education schools in underserved Latino communities. The obesity audiovisual novela was broadcast March 30, 2014 on KLCS-TV, a PBS station in Los Angeles. 2) “Forgotten Memories”(“Recuerdos Olvidados”), based on the dementia fotonovela, was also produced for computer and TV viewing in clinics, hospitals, buses, and adult education schools in underserved Latino communities. The dementia audio-visual novella was broadcast on May 17, 2015 and May 31, 2015 on KLCS-TV, a PBS station in Los Angeles.
RESOURCESCabassa LJ, Oh H, Humensky J, Unger JB, Molina GB , Baron M. Comparing the Impact on Latinos of a DepressionBrochure and an Entertainment-Education Depression Fotonovela, Psychiatric Services. Psychiatric Services March 2015 DOI Unger JB, Cabassa LJ, Molina GB, Contreras S, Baron M. Evaluation of a fotonovela to increase depression knowledge and reduce stigma among Hispanic adults. J Immigrant Minority Health. April 8, 2012. DOI: 10.1007/s10903-012-9623-5. Cabassa, LJ, Contreras S, Aragon R, Molina GB, Baron M. Focus Group Evaluation of “Secret Feelings”: A Depression Fotonovela for Latinos With Limited English Proficiency. Health Promot Pract. August 1, 2011. DOI: 10.1177/1524839911399430. Cabassa LJ, Molina GB, Baron M. Depression fotonovela: Development of a Depression Literacy Tool for Latinos With Limited English Proficiency. Health Promot Pract. November 4, 2010. [Epub ahead of print]. Unger JB, Molina G, Baron M. Evaluation of Sweet Temptations, a Fotonovela for Diabetes Education. Hispanic Health Care International. 2009; 7(3):145-152.
CONTACT INFORMATION
Mel Baron, Pharm.D.,MPA,FACA, FCPhA, FAPhA
Professor of Clinical Pharmacy
University of Southern California
School of Pharmacy
323 442-2686
PRESENTATION
Hua (Helen) Wang, PhDAssociate Professor of Communication
University at Buffalo, State University of New York
Transmedia Edutainment for Health Promotion and Behavior Change
American Public Health Association “Health Communication Matters” Webinar, September 14, 2016
Hua (Helen) Wang, Ph.D.
Associate Professor of Communication State University of New York at Buffalo
Learning Objec-ves
1. Tounderstandwhatistransmediaedutainmentandhowthisstrategycanbeusedforhealthpromo9onandbehaviorchange
2. Toillustratethepoten9aloftransmediaedutainmentforeffec9ve
healthcommunica9onusingtheexampleofEastLosHigh
The shortest distance between two people is …
From Telenovela to Beyond Webnovela
Edutainment for Health Promo-on and Behavior Change
Edutainment(orentertainment-educa9on)isacommunica9onstrategythataimsat
seamlesslyembeddingeduca9onalandsocialissuesintheentertainmentprogramming
withclearobjec9vestoraiseaudiencemembers’awareness,increasetheirknowledge,
createfavorableaFtudes,shiGsocialnorms,andchangeovertbehavior.
How do you watch TV these days?
A New Way to Experience TV
Extended Scenes
The Siren Newspaper
ASK Paulie
Ceci’s Vlogs
StayTeen PSAs
La Voz with Xavi
Comic Strips
The Bomb Squad Dance Tutorials
Tia Pepe (Maya’s recipes)
Transmedia Edutainment
La-no Authen-city
Mul-lateral Partnership
Narra-ve Engagement & Persuasion
Interven'onExposure
InterpersonalDiscussions
IntendedOutcomes
REACH ENGAGEMENT IMPACT
Research Design of Program Evalua-on
• GoogleAnaly9csandNGOpartnerwidgettracking
• Aviewersurveyonaudienceengagementandintendedoutcomes
• Anexperimentontheeffec9venessoftransmediastorytelling
• Socialmediacontentandnetworkanalyses
• Par9cipantobserva9onandin-depthinterviews
Audience Reach: Analy-cs Tracking
• In9months,
215,964visitsfrom
123,728uniquevisitors
• Mostlocatedinstates
withhighLa9no
popula9ons
• InCA,47%visitorscame
fromci9eswithbothhigh
La9nopopula9onand
povertyrates
• Reachedvisitorsfrom
another163countries
100% 97%
61%
9%
30%
72% 71% 70% 69%64% 64%
59%
44%48%
98%
55%
8%
33%
75% 74%71%
68% 67% 65%61%
51%47%
0%
20%
40%
60%
80%
100%
120%
<20episodes
all24episodes
en9reshowonce+
en9reshowtwice+
en9reshow>twice
Ceci'sVlogs Maya'srecipes
Extendedscenes
AskPaulie TheSirenar9cles
Dancetutorials
StayTeenPSAs
LaVozwithXavi
Comicstrips
All(N=202) Target(n=110)
Audience Reach: Viewer Survey
Audience Engagement: Viewer Survey
81%
91%
73%79%
96%
76%
93%
74%78%
97%
0%
20%
40%
60%
80%
100%
120%
Storylinesappeal Webnovelaenjoyment Transmediaenjoyment Produc9onquality Wan9ngmore
All(N=202) Target(n=110)
Audience Engagement: Viewer Survey
Audience Engagement: Viewer Survey
Audience Engagement: Viewer Survey (Target)
84%
66%
31%26%
20%16%
6%
81%
66%
38%
29%
18% 20%
6%
0%
20%
40%
60%
80%
100%
Friends Siblings Parents Otheryoungrela9ves Auntsanduncles Niecesandnephews Grandparents
SocialMediaDiscussants Non-SocialMediaDiscussants
• 80%Face-to-face• 69%SMS• 46%Phone
Audience Engagement: Viewer Survey (Target)
0%0% 4%
19%
25%
53%
Hermits:notusinganyofthe4ELHsocialmediasites
Slackers:currentusersbutnoengagementwithELH
Lurkers:onlybrowsing/followingnothingelse
Endorsers:liking,markingELHasfavorites
Disseminators:sharing,retwee9ng,reblogging
Advocates:commen9ng,pos9ng,men9ons,replies
SocialMediaPar9cipa9on
Audience Engagement: Facebook Insights
• Mostpopularpostsarephotospostedwithacallforac9on
Audience Impact: Viewer Survey (Target)
91%
69%
96%99%
90%
72%
96%99%100%
70%
95%100%
0%
20%
40%
60%
80%
100%
Awarenessofservice Neverbeentested Willingnesstotest Willingnesstorecommend
STD HIV Pregnancy
84%
40%
93%91%
41%
89%86%
36%
75%
0%
20%
40%
60%
80%
100%
Awarenessofservice Noknowledgeofresources Likehoodtorecommend
Keepthebaby Adop9on Abor9on
Audience Impact: Viewer Survey (Target)
Audience Impact: Viewer Survey (Target)
EastLosHighchangedmylifealotbecauseitwassorealis8c….Ilearnedalotof
thingsthatmysex-edclassdidn'ttalktousaboutsuchasabor8onandother
op8ons.IttaughtmethatIhavechoicesandresponsibili8es.
--a14yearsoldLa9napar9cipant
• 48%ofthetargetsamplevisitedELHresourcespage.
• Whentheydidvisitthepage,theybrowsedthrough13topics,theyallfoundtheinforma9onhelpful
• 81%sharedandrecommendedtheresourcestheylearned.
• Teensonlinestorysubmissiontellingushowtheygathertheirfriendstowatchtheshowandtalkaboutsexopenlyandpassaroundcondoms
Audience Impact: Viewer Survey
Audience Impact: Lab Experiment
Whenassessingknowledgeofcorrectcondomuse,mixedANOVAindicatedasignificantmaineffectof9me,asignificantmaineffectofcondi9on,andasignificantinterac9oneffect.PairwisecomparisonsshowedasignificantknowledgegainfromT1toT2andfromT1toT3,indica9ngover9meknowledgegain;butnotfromT2toT3,indica9ngreten9onoftheknowledgegain.C5wassignificantlyhigherthanallotherformats,demonstra9ngtheposi9veeffectoftransmediastorytellingoverandaboveallotherformatstested.
Moving Forward
EastLosHighdemonstratedthepoten9alofusingtransmediaedutainmentforpromo9ngsexualandreproduc9vehealthamongyoungLa9nos.Afewdirec9onsforfutureresearch:
• Linkinganaly9cstrackingtoindividualhealthbehaviors• Conduc9nglarge-scalerandomizedfieldstudiestocomparetheexperienceandeffectbetweenviewersandnon-viewers,La9nosandotherracial/ethnicgroups,youngerandoldergenera9onsoveralongerperiodof9me
• Inves9gatetheroleofmalesandparentsinthecommunica9on,decision-making,andprac9ceofsexualandreproduc9vehealth
Acknowledgement
IamthankfulforthesupportfromourresearchteamatUniversityatBuffalo,SUNY(Dr.GregoryD.Saxton,
Weiai(Wayne)Xu,GeorgesKhalil,Kris9nMaki,DanaHimoff,SusanKum,MikeRein9)andTheUniversityof
TaxesatElPaso(Dr.ArvindSinghal,CarlieneQuist,AnuSachdev,GabeLira,ClaudiaBoyd),theELH
produc9onteam,ourNGOpartners,andthegenerousresearchfundfromthePopula9onMediaCenter.
Resources
• WangH,SinghalA.EastLosHigh:TransmediaEdutainmenttoPromotetheSexualandReproduc9veHealthofYoungLa9na/oAmericans.AmericanJournalofPublicHealth:June2016,Vol.106,No.6,pp.1002-1010.doi:10.2105/AJPH.2016.303072
• SinghalA,WangH,RogersEM.Theentertainment–educa9oncommunica9onstrategyincommunica9on
campaigns.In:RiceRE,AtkinsC,eds.PublicCommunica8onCampaigns.4thed.BeverleyHills,CA:Sage;2013:321–334.
• Website:www.eastloshigh.com
Season1trailer:htps://www.youtube.com/watch?v=cQnXknnCdocTransmediatrailer:htps://www.youtube.com/watch?v=2a9O2BJaW1E
Thank you!
Contactinforma'on:Dr.Hua(Helen)WangAssociateProfessorofCommunica9onStateUniversityofNewYorkatBuffaloBuffalo,NY14260Email:[email protected]:(716)645-1501
Q1:Howcantransmediaedutainmenthelpaddressyourpublichealthconcerns?Q2:Whatwouldyousuggesttoimprovethedesignandevalua9onofthiskindofhealthpromo9onprograms?
Q & A
Additional Content
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with links to:
• Recording of today’s webinar, which will be archived
for future access
• Presenters’ slides
• List of resources related to today’s topic
Evaluation & Questions
• An evaluation will pop up following today’s webinar ─ please share your feedback that will
help us improve future webinars
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we touched on today
• Additional questions? Contact our presenters or moderator
Thank you to our planning committee
• Tammy Pilisuk, MPH, APHA-CHPPD
• Erin Brigham, MPH, CareSource, APHA-CHPPD
• Angela Falisi, MPH, National Cancer Institute, APHA-HCWG
• Nancy Murphy, MSHC, CSR Communications
• Meghan Bridgid Moran, PhD, Bloomberg School of Public Health, Johns Hopkins University
• Lisa Peterson, MPH, Center for Public Health Practice & Leadership
Thank you to our Sponsors!
American Public Health Association & National Public Health Week
Community Health Planning and Policy Development Section, APHA
Health Communication Working Group, APHA
Center for Public Health Practice & Leadership, University of California-Berkeley School of Public Health