March of Dimes Prematurity Campaign Collaborative Communications Workgroup Meeting Meeting Summary: July 12, 2017

Transcription

1 Prematurity Campaign Cllabrative Cmmunicatins Wrkgrup Meeting Meeting Summary: July 12, 2017 INTRODUCTION Paul Jarris, Medical Directr fr the, welcmed participants t the meeting and thanked them fr their participatin in the Cmmunicatins Wrkgrup. In his pening remarks, he utlined the current situatin regarding preterm birth in the United States. In additin, he prvided an verview f the Prematurity Campaign Cllabrative. Dr. Jarris intrduced Tim Falln f The Clarin Grup and invited him t facilitate the meeting. Tim prvided the fllwing verview f the agenda fr the meeting: Orient participants t an equity framewrk fr addressing preterm birth. Review the draft Cmmunicatins Brief and prvide feedback n it. Use the results f the Cmmunicatins Survey t priritize key messages and target audiences. Priritize high ptential areas f cllabratin by partner rganizatins that will increase message impact. Begin t develp actin plans t address high ptential areas fr cllabratin n cmmunicatin. Identify next steps. Paul Jarris intrduced Dr. Edward Ehlinger, Cmmissiner f Health fr the State f Minnesta. Dr. Ehlinger prvided the fllwing cmments t rient participants t an equity framewrk fr imprving birth utcmes. Tday is the birthday f William Osler wh was named the first f the 50 mst influential peple. Osler didn t cme up with a scientific breakthrugh. He emphasized the need fr the practice f medicine t mve beynd treating individuals in rder t fcus n the cmmunity. He saw that fragmenting the medical prfessin int specialties was causing physicians t lse the sense f prprtin in a maze f minutia. Dr. Ehlinger als nted that Dr. Lery Burney, the United States Surgen General frm , was the first persn t reprt the link between smking and lung cancer. That reprt was published in Tbacc cntinues t be the biggest killer f Americans. This demnstrates that we need persistence; health imprvements take a lng time t implement. Dr. Ehlinger emphasized the need t change the cnversatin n health. We need t g beynd medical interventins t fcus n cmmunity nrms and ther factrs that impact health. In addressing infant mrtality, we need t recgnize that the best practices in clinical medicine and public health are insufficient t reslve the issue. We need a thery f change that helps us t rganize in a way that we: Cmmunicatins Subgrup Meeting Summary Page 1

2 Change the narrative abut health. Change the way resurces are allcated. Change the way peple behave. A first pririty is expanding the understanding f what creates health. There is a general belief that health is the individual s respnsibility until a persn gets sick. Then, it s up t the health care system t treat and cure the individual. This view cmes dwn t gd chices by the individual and allcating resurces t the health care system. We need a much brader view f what creates health. Clinical care is imprtant. Hwever, it s a small part f the verall picture. The physical, scial, and ecnmic envirnment in which peple live, wrk, and g t schl have prfund influences n their health. Unless we address the sciecnmic factrs, we wn t be able t truly impact health. Fr peple t beat the dds, we need t change the dds s everyne has the same pprtunity t be healthy. This requires addressing structural disadvantage and structural racism that impacts the health f: Cmmunities f clr The LGBT cmmunity Immigrants Other ppulatins The secnd pririty is fstering Health in All Plicies particularly emphasizing the need t imprve equity. This includes addressing public plicy issues, such as: Minimum wage Paid maternity leave Arrest and incarceratin Husing and transprtatin If peple have ten weeks f paid maternity leave, it decreases infant mrtality by 10%. Maternity and sick leave impact such areas as: Extending the perid f breast feeding Imprving well child care Decreasing absenteeism Keeping kids in schl A third pririty is t strengthen the capacity f cmmunities. This is a critical pririty fr addressing ppulatin health. In Minneaplis, we built a freeway that cut thrugh pr neighbrhds and destryed thse cmmunities. Nw I m wrking with the Department f Transprtatin in Minnesta s that tgether we can cnsider transprtatin as placemaking. Our gal is t enhance rather than destry cmmunities. In rder t change the narrative n health, it s imprtant that we enrll the press in the effrt and engage them as a strategic partner. Cmmunicatins Subgrup Meeting Summary Page 2

3 We need t cnsider the press as part f the public health infrastructure. In Minnesta, when we wuld d press cnferences, we have a half-hur educatinal sessin prir t the press cnference. The purpse f this educatin is t help the press understand issues such as: Suicide Sexual vilence The piid crisis If we lk at histry and at data, we see what wrks and what hasn t. The United States has the best medical care in the wrld, but it als has the highest cst fr medical care. It s imprtant fr us t tell the truth abut causes. Discussin f Dr. Ehlinger s presentatin included the fllwing pints. Maternal mrtality is increasing; it is 40 times higher in the African American cmmunity than in the white cmmunity. Cllege is an ideal time t prvide precnceptin care t wmen because many wmen get pregnant in the years fllwing cllege. As an example f hw t change the narrative abut individual respnsibility, Dr. Ehlinger utlined his versin f Beatrice Ptter s stry abut Peter Rabbit. On the surface, Peter makes bad chices. Then we learn that he cmes frm a pr neighbrhd, has n fd and has limited ptins. Fr him, health isn t an ptin. That changes the narrative; Peter Rabbit is simply trying t feed his family. The Cmmissiner s Blg n the Minnesta Department f Health website has examples f ways t change the narrative. Our gal is t make the healthy chice a pssible chice. COMMUNICATIONS WORKGROUP CHARGE AND COMMUNICATIONS BRIEF Chris Maddcks, Senir Vice President f Cmmunicatin, prvided an verview f the Cmmunicatins Wrkgrup s Charge and infrmatin n cnsumer perceptins f preterm birth and related issues. Chris als reviewed a draft f the Cmmunicatin Brief prvided t participants in advance f the meeting. Discussin f the Cmmunicatins Brief included the fllwing pints. Strengths f the Brief The numbers utlined in the Brief paint a picture f the issue. The last sentence n the first page illustrates the discrepancy between awareness f the prblem and actin t prevent it. It demnstrates that cntext is imprtant as part f a larger cnversatin. The Brief is curageus abut plitical envirnment putting the issue ut there with eyes wide pen. It pses challenges fr rganizatins that attempt t be nn-partisan. It s a cncise statement that cntains a lt f imprtant messages. Cmmunicatins Subgrup Meeting Summary Page 3

4 Issues/Cncerns with the Brief The cascade frm awareness t infrmatin seeking t behavir change is nt clear. The Brief lacks a thery f change hw t g frm awareness t change. Wh are the key audiences that we want t impact? The summary fcuses mre n cnsumers as individuals than it des n brader public health and plicy appraches. Is this the mst impactful apprach? Shuld the Brief have mre f a plicy apprach? The Brief needs t g beynd individual behavir t address sci-ecnmic factrs. Are we measuring changes in perceptin marginal differences that culd lead t change? The Brief needs t address structural barriers, such as racial inequities. What s the pssible chice? It s a prblem fr all f us: mms, plicy makers, etc. We need t avid fixing the prblem fr thers cnsumer fcus is nly ne piece f the puzzle. Hw d we harness the pwer that already exists? Are we supprting a mvement t bring abut change? We need t empwer individuals/mms, but we need t g beynd that. The summary sectin f the dcument culd include ging beynd awareness f preterm birth t awareness f disparity in multiple areas: preterm birth, maternal and child health, verall health, etc. Will raising public alarm increase the stress n mms? We need t fcus n creating passin, taking actin and empwerment. That requires finding the right blend f creating passin withut increasing anxiety. Hw d we leverage culture s peple want t create the right respnse/actin? There are cncerns abut wrds and phrasing in the Brief that need t be addressed. Suggestins fr Imprving the Brief The Brief culd fcus n creating a mvement and the audiences that we need t influence. This grup wn t have resurces wh are the amplifiers? Hw des it fit int a scial justice framewrk? That needs t be explicit in the Brief. Shuld that be dne? Hw d we d it? It s imprtant t determine specific shrt-term and lng-term gals. Here are specific things yu can d tday a call t actin Define what we can d t supprt ur target audiences. We need t balance shrt, medium and lng-term gals what t d in 12 mnths, etc. Cmmunicatins Subgrup Meeting Summary Page 4

5 What are the verall bjectives the Cllabrative is trying t accmplish? RESULTS OF THE COMMUNICATIONS SURVEY Katie Sellers, Senir Vice President fr Science and Strategy, reviewed the results f the Cmmunicatins Survey. Discussin f the survey results included the fllwing pints. Currently, the rganizatins invlved in the cllabrative are health heavy with particular emphasis n clinical health. It is imprtant t expand participatin t include: Large emplyers Unins The press perhaps thrugh the Assciatin f Health Care Jurnalists Plicy makers It s imprtant t think thrugh the cmmunicatin gals f the Cllabrative in terms f: Building awareness Mbilizing actin Depending n what the gal is, there are different grups that may be invlved and different leverage pints t use in cmmunicatins. As key message areas are identified, it will be imprtant t determine the ther grups whse supprt is necessary. Fr example, if birth spacing and intentinality f pregnancy are key messages, rganizatins supprting lng-acting reversible cntraceptives (LARC) need t be engaged. The entertainment industry is als a pssibility such as using celebrity spkespeple, etc. A significant gal f the cmmunicatins effrt culd be t identify and elevate successes in imprving preterm birth. This wuld demnstrate what s pssible and encurage replicatin f thse successes in ther areas. It s imprtant t cnsider cntext in develping ur messaging strategy. Linking equity and preterm birth requires reaching the right minrity ppulatins. Our cmmunicatin strategies need t be targeted and culturally apprpriate. We need t explre using specific influencers wh have credibility with the grups we need t reach. Changing the narrative n what creates health is bth imprtant and difficult. We need t make sure that we separate ur effrts int shrt-term and lng-term gals. POTENTIAL AREAS FOR COLLABORATION Participants spent time identifying ptential areas fr cllabratin that are: Already included in the cmmunicatin strategies f participating rganizatins Aligned with gals f the Cllabrative The grup s discussin surfaced the fllwing pprtunities. Linking the cmmunicatins effrts f grups already wrking n equity Fcusing the resurces f the cllabrative n: Cmmunicatins Subgrup Meeting Summary Page 5

6 Health disparities Reimbursement issues Cllabrating n messaging and branding, particularly in the areas f: Fertility Pregnancy Parenting Prviding clinical resurces fr nurses particularly evidence-based guidelines Wrking tgether t advcate fr maternal and child health issues Learning frm ne anther and supprting each ther n: Our cmplementary capability/expertise The audiences we reach The mst impactful messaging strategies Addressing underserved ppulatins, including identifying: Hw they get and use infrmatin Hw best t reach them Learning hw t cmmunicate n disparities with bth: General audiences Vulnerable ppulatins Knwing what t say and hw t say it is a challenge. Determining what messaging t use and hw best t deliver it Prviding resurces t nurses wrking directly with mthers and families Wrking with partners in the rm t imprve birth utcmes NEAR-TERM OPPORTUNITIES Participants discussed the near-term pprtunities n which the Cmmunicatins Wrkgrup culd fcus. Discussin included the fllwing. Amplifying significant effrts t reduce preterm birth such as the effrts in Nrth Carlina and Oregn t expand the effective use f 17P. Expanding awareness f the cmmunicatin assets that exist amng cllabrative members s that they can be leveraged t imprve message effectiveness. Every grup has public relatins resurces that culd be harnessed. Sme cmmunicatin campaigns wuld be mre effective if they were carried ut jintly. Crdinating messages t and fr mms including prviding guidelines fr use by each cllabrating rganizatin The Nurse-Family Partnership has significant persnal relatinships with pregnant wmen. Ovia has daily cntact with 25% f the pregnant wmen in the United States which currently prvides a platfrm fr 17P and lw-dse aspirin. Cmpiling the cmmunicatins assets f members f the Cllabrative s that participating rganizatins knw what s available. It wuld be rganized by: Audience Channels (such as annual meetings, scial media, websites, newsletters, etc.) Using ur cmbined cmmunicatins assets t identify, elevate, and replicate successes Crdinating ur surveys f mms, practitiners and ther key audiences by: Cmmunicatins Subgrup Meeting Summary Page 6

7 Including cmmn questins in the surveys t secure better understanding f the needs Creating a clearing huse f available infrmatin rganizatins are willing t share culd lead t a brader understanding f needs. The culd play a rle in cnvening key stakehlders t address preterm birth. Examples f stakehlders include: Emplyers perhaps thrugh the Natinal Business Grup n Health The Assciatin f Health Care Jurnalists, etc. Using cmbined cmmunicatin channels t raise awareness n the critical rle disparities play in preterm birth with high burden ppulatins Cllabrating rganizatins culd make that infrmatin available t members and ther audiences. We culd develp a kind f crash curse n issues related t equity and preterm birth. We culd all use that cntent in ur blgs and ther publicatins. Areas that might be apprpriate fr the crash curse include: Culturally cmpetent care Rural health issues Culturally and linguistically accessible services (CLAS) Ppulatin health Self-care fr nurses A number f rganizatins already have helpful infrmatin n their websites. We culd publicize infrmatin n the sites that are pen access. Organizatins in the Cllabrative may have psitin statements that culd be used fr advcacy. Examples might include: Infrmatin n specific health disparities The need t increase diversity in the medical prfessins, etc. It may be pssible t put ut brief clips n critical health infrmatin, such as shrt vides r audi clips. It s imprtant t understand and utilize new media, particularly in reaching yunger audiences. The Cllabrative might be a resurce t build new media skills acrss participating rganizatins. It wuld be helpful t create and disseminate an inventry that maps audiences, messages and channels perhaps in matrix frmat. Such a resurce wuld help identify amplifiers and influencers that culd leverage ur messaging. Of particular interest wuld be thse amplifiers and influencers that can reach specific targeted demgraphics: gegraphically, ethnically, racially, etc. A helpful part f this strategy may be t identify super ndes. A significant challenge f ur cmmunicatin strategy is reaching multiple audience segments with cmpelling and culturally apprpriate messaging. We need t develp a cntext strategy t address diverse audiences apprpriately using fundatinal cntent. Cmmunicating successes is highly imprtant fr encuraging replicatin. Examples include: Multiple stries by different audiences n the effectiveness f hme visiting Cmmunicatins Subgrup Meeting Summary Page 7

8 Legislative effrts in Luisiana, Texas and Mississippi t increase access t LARC by emphasizing its effectiveness in reducing abrtins. NEXT STEPS At the cnclusin f the meeting, participants identified the fllwing next steps. Tim Falln will prepare a summary f the meeting and prvide it t Katie Sellers fr distributin t participants. Chris Maddcks will take the lead in updating the Cmmunicatins Brief based n input during the meeting. Participants will send Katie Sellers their suggestins/nminatins fr a C-Chair fr the Cmmunicatins Wrkgrup including self-nminatins. Representatives f the participating rganizatins will identify apprpriate dcuments such as survey results that they are willing t: Share with ther rganizatins in the Cllabrative Include in a central repsitry f cmmunicatin resurces The Team will schedule the next meeting f the Cmmunicatins Wrkgrup. The Team will als prvide members f the Cmmunicatins Wrkgrup will an agenda and ther meeting infrmatin. Other next steps identified by the Wrkgrup include: Cnducting an inventry f the cmmunicatins assets f the rganizatins participating in the meeting and in the Cllabrative Identifying ther rganizatins t engage in the Cllabrative Reviewing existing market research that is apprpriate t share acrss rganizatins in the Cllabrative in rder t: Identify and crdinate key messages. Target primary audiences using the mst effective appraches. Identifying and priritizing tpics that resnate acrss participating rganizatins, such as: Changing the narrative n what creates health Equity and health disparity including a glssary f terms and ways t talk abut these issues Birth spacing Lng-acting reversible cntraceptives (LARC) Scial determinants f health Scial justice issues and structural racism Cmmunicatins Subgrup Meeting Summary Page 8