Communication Strategies for Cancer Prevention and Control: From traditional to new media

Transcription

1 Communication Strategies for Cancer Prevention and Control: From traditional to new media Evidence-based and culturally relevant communication Leslie Rivera Quiroz, MA Session code 13-T5 Track 5

2 Disclaimer The opinions, references, and views expressed during my presentation are my own and do not reflect the official policy or position of the agency where I am currently employed.

3 Presentation Overview Evidence-based public health and health communications Culturally relevant communication Testing the messages and concepts with the target audience Five takeaways

4 What is evidence-based public health? Process of integrating science-based interventions with community preferences to improve the health of populations. Source: Kohatsu, Robinson, & Torner, 2004

5 What is evidence-based practice?

6 Importance of evidence-based communications Research perspective Patient perspective

7 Importance of evidence-based communications Research Perspective

8 Importance of evidence-based communications Patient Perspective Oversaturation of information

9 Importance of evidence-based communications Patient Perspective

10 Importance of evidence-based communications Patient Perspective

11 Importance of evidence-based communications Barriers to obtaining health information and behavior change Misconceptions about the causes of a disease Mistrust of public health messages

12 Importance of evidence-based communications Stand out!

13 Culturally relevant communication What? Designed to target a specific audience Perceived as more personally relevant Why? Address the unique needs of individuals Increase and sustain individuals motivation, enhance skills acquisition, and lead to action or behavior change Source: Kreuter, Strecher, & Glassman, 1999

14 What can be accomplished with culturally relevant communication?

15 Culturally relevant communication Importance

16 Importance of developing culturally relevant communication Triple threat Cultural barriers Low health literacy Limited language proficiency Source: J Gen Intern Med Nov; 22(Suppl 2):

17 Importance of developing culturally relevant communication

18 Importance of developing culturally relevant communication

19 Importance of developing culturally relevant communication

20 Importance of developing culturally relevant communication

21 Testing messages and concepts Why? Allows you to learn early in the process which messages will be most effective with your audience Can save your organization time and money Positive results can give you early buy in from your organization or stakeholders Source: National Cancer Institute. Making Health Communication Programs Work (the Pink Book. )

22 Testing messages and concepts Goal To determine whether the materials communicate the intended messages effectively and persuasively Source: Southern Center for Communication, Health, and Poverty, University of Georgia

23 Testing messages and concepts Concept Testing Scientific Review Pretesting Pilot or Field Testing Source: C-Change (Communication for Change)

24 Concept Testing What are we testing? Rough designs (storyboards, sketches, colors, photos) Audio recordings for radio PSAs Phrasing What are we asking the audience? Opinions of messages or concepts Source: C-Change (Communication for Change)

25 Pretesting messages and materials What are we testing? Final drafts of messages, concepts, videos, websites, etc. What are we asking? If the message or concept resonates with our audience If our audience: understands the message finds the message relevant believes the message finds the information useful knows what to do with the information Source: Southern Center for Communication, Health, and Poverty, University of Georgia

26 Testing Methods Quantitative Focus groups In-depth interviews Intercept Interviews Qualitative Surveys Questionnaires Mixed Methods Combination quantitative/qualitative

27 Testing Formats Format Pros Cons Face-to-face Can also assess non-verbal cues Observers can be present Option to record or videotape allows to share session Have participants undivided attention Responders lose anonymity Most costly option Logistics Recruitment Source: Oak Ridge Associated Universities

28 Testing Formats Format Pros Cons Telephone More convenient for participants and observers Can easily include people in rural areas or small towns Relative anonymity may result in more frank discussion of sensitive issues Can t assess nonverbal cues Participants can be distracted May have noise interference from callers environments Source: Oak Ridge Associated Universities

29 Testing Formats Format Pros Cons Internet s Online surveys Chats Video conferences Option to record the session and have it available instantly Reach people in different areas Could be anonymous which may result in more frank discussion Useful only for participants comfortable with technology Potential slow pace limits topics that can be covered No way to assess the authenticity of participant Source: Oak Ridge Associated Universities

30 Barriers/myths regarding message and concept testing Lack of funding Limited time Staff constraints Know-it-all attitude Source: National Cancer Institute. Making Health Communication Programs Work (the Pink Book. )

31 Efficient options for message and concept testing Free online surveys s (e-blasts) Telephone interviews Partner with a community, faith-based or local organization (recruit, location, etc.) Consider combining testing formats and methods

32 Five Takeaways - CKEST 1. Conduct a needs assessment of your audience 2. Know your audience; tailor your approach 3. Engage your target audience from the beginning 4. Simplify your messages 5. Test your approach

33 If you can t test it, don t run it.

34 Leslie Rivera Quiroz

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