Poverty and the Social Determinants of Health

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1 Social Marketing Campaign Population and Public Health Health Promotion Department Poverty and the Social Determinants of Health

2 Health Promotion Department Goal have the social environments and conditions for all people in SHR to thrive Priority Initiative Social marketing campaign on the Social Determinants of Health

3 Consultation Process Defining the behaviour change objective Segmenting the target audience Setting the campaign strategy Conducting a SWOT analysis Getting the market research Designing the mediums and messages Testing messaging with the target audience Evaluating effectiveness

4 Phase 1 Campaign Objectives to increase empathy towards those living in poverty to broaden understanding of the effects and factors related to poverty.

5 Target Audience Residents within the Saskatoon Health Region aged with negative or apathetic perceptions of those living with low SES We focused on SHR employees, current and future healthcare professionals, educators, parents and faith communities Target audience analysis questionnaire

6 Setting the Campaign Strategy broaden the definition of poverty avoid reinforcing stereotypes, but at the same time increase empathy for all avoid portraying people living in poverty as victims, but rather as individuals with strengths and potential.

7 SWOT Analysis Clarify the roles that the Health Promotion Department staff could take on, such as: market research message creation focus group testing and where we needed external support

8 Getting the Market Research what do we know about poverty in SHR focus on finding data that exemplifies the non-stereotypical view of poverty (broaden) Themes: working poor, children, seniors and disabled

9 Designing the Message message creation sessions developed mock-ups tested with focus groups of first voice, staff and others working closely with first voice Tested with our target audience

10 Billboards The Mediums

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12 Billboards

13 Posters

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15 Bulletin Boards Eye Level In-service Displays Corn Maze Quiz Faith Package Education Package

16 Webpage thereismoretopoverty/

17 Newsworthy Events Food Basket Challenge - September Saskatoon Poverty Reduction Partnership Poverty2Possibility Document Release Other Media Star Phoenix Saskatoon Express

18 Food Basket Challenge Wrap-Up

19 Evaluation Quantitative analysis of the dissemination of the media vehicles Traffic Stats for the Billboards Number and locations of posters distributed and Phone survey to determine if they had been displayed schools, Dr. s s offices, recreation facilities and churches Number of Bulletin Boards and eyelevel in-services Food Basket Challenge Media coverage, Website and Facebook visits and posts

20 Evaluation Effectiveness in changing attitudes and/or behaviour Electronic survey with a convenience sample of SHR staff & general public Analysis of themes (supportive vs critical coverage, determinants of health, solutions, myths) in the Food Basket Challenge media coverage and Facebook posts