strategies for engaging communities: constanta-louisville healthy communities partnership constanta...

Strategies for Engaging Communities:

Constanta-Louisville Constanta-Louisville Healthy Communities PartnershipHealthy Communities Partnership

Constanta Health Promotion and Health Education Department

Humana FoundationUniversity of LouisvilleLouisville-Jefferson County Health

DepartmentAmerican International Health Alliance


Can reach a large population

Can promote health messages frequently

Can offer accurate and timely health information

Can influence adaptation of new behaviors

Advantages (I):Advantages (I):


Advantages (II):Advantages (II):

Can offer opinions of important stakeholders aimed at behavior change

Can offer information about access to medical services

Can reinforce health messages transmitted by other media

Can promote and support new social norms


Obstacles:Obstacles:Limited distribution to rural areasDifficulty adapting to audiences with special needsTiming of broadcast sometimes does not reach

intended audience Difficulty obtaining feed-back Costs? Importance of verifying health data and facts


Mobilization MethodsMobilization MethodsSend news releases and hold press conferences

to announce major events: Formation of Healthy Communities Partnership Arrival of American partners Signing of Memo of Understanding SWOT analysis Survey and focus group results Launch of health programs Training program events End-of-project conference


Invite media to participate in all health eventsPrepare public service announcements for TV

and radioPrepare news bulletins Write frequent articles in local newspapersBroadcast weekly on local radio and TVInclude media representatives on health

promotion team

More Mobilization MethodsMore Mobilization Methods


Steps for Planning a TV ShowSteps for Planning a TV Show about Health Education about Health Education

1. Identify the health problem

2. Identify the target audience

3. Select the behavior needed to be reinforced or changed

4. Invite influential and well-respected guests

5. Prepare useful information about the health problem for public’s comprehension


1. Identify the health problem1. Identify the health problemWhy address this specific problem?Who is affected by this health problem?What are the causes of the problem?What are the beliefs, attitudes and behaviors

influencing the problem?What are possible solutions to the problem?


2. Identify the target audience2. Identify the target audienceWho is most frequently affected by this health

problem?Who is most easily influenced by TV

intervention (primary target audience)?Who can help target audience practice healthy

behaviors (primary, secondary and tertiary target audiences)?


3. Select the behavior needed to be 3. Select the behavior needed to be reinforced or changedreinforced or changed

What are the desired behaviors to be adopted?What are the actual behaviors?What current behaviors should be reinforced?


4. Invite influential and well-respected4. Invite influential and well-respected guestsguests

Health expertsCity officialsInternational consultantsHigh-profile individuals

(sports figures, actors, diplomats, politicians)


5. Prepare useful information about5. Prepare useful information aboutthe health problem for public’s the health problem for public’s comprehensioncomprehension

Use simple, easy-to-understand languageCommunicate consistent messages


A TV health talk showA TV health talk show


Examples of newspaper articles related to Examples of newspaper articles related to Healthy Communities ProgramsHealthy Communities Programs

Living in Safety

The Right to Live in Safety

A Hope – Center for Women

Who Is the Strongest ?

Who Are You ?

The Level of STIs is Increasing

And You Can Have an STI

Healthy Newborns from Healthy Mothers


The Playboy ScandalThe Playboy Scandal

The April 2000 issue of Playboy Romania featured an article “How to Beat Your Wife Without Leaving Marks.”

Our response to that article is an example of coordinated international response tocontroversy in the media.


The Playboy Scandal (continued)The Playboy Scandal (continued)

Types of response:

Television interviews on local and national news in Romania and the U.S.A.

Letters of protest from the Healthy Communities team in Constanta, Humana Inc., AIHA, USAID, InternationalWomen’s Media Foundation

Protest march in Bucharest outside office of Playboy Romania


The Playboy Scandal (continued)The Playboy Scandal (continued)

Positive Results:

Office for Women in Constanta received $5,000 grant from the Playboy Foundation

Playboy issued a formal apology in the media and in their magazine

Partnership presented a united front of various agenciesand concerned citizens

Created greater public awareness that domestic violence is not a laughing matter


Campaign SlogansCampaign Slogans

Domestic Violence Program:Domestic Violence Program:

Sexually-Transmitted Infections Program:Sexually-Transmitted Infections Program:

“Living in Safety”

“Protect yourself !”


Keys to Maximizing the Impact Keys to Maximizing the Impact of the Mediaof the Media

Reinforce slogans and consistent messages often

and through multiple meansProvide constructive and easy-to-understand

information regarding available services and assistanceStress the problem as a community problem that

requires a community solution


Thank you for your attention !Thank you for your attention !