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Ivan J. Juzang MEE Productions

Promoting Health: How to Present Street Credible, Authentic and Culturally Relevant Health Information. Ivan J. Juzang MEE Productions. www.meeproductions.com. MEE’s Mission Statement.

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Ivan J. Juzang MEE Productions

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  1. Promoting Health: How to Present Street Credible, Authentic and Culturally Relevant Health Information Ivan J. Juzang MEE Productions www.meeproductions.com

  2. MEE’s Mission Statement To be the leading provider of culturally-relevant, cost-effective and socially-responsible intervention campaigns for hard-to-reach urban/ethnic audiences.

  3. MEE’s Communication Services • Full-Service Advertising & Social Marketing • - Ad Development & Placement • - Campaign Development • Community Outreach (Word-of-Mouth) • Media & Materials Production • - Film/Video/Audio/Print • Ethnic Market Research • African Americans - Latinos/as • Low-Income Urban Youth - MSMs • Consulting & Training/Workshops • Community Distribution Network

  4. MEE’s Audience(s) Expertise • Low-Income Black, Urban • Children & Youth (Since 1991) • African American/Latino Men • Who Have Sex With Men (1994) • Hip-Hop & Single Parents (1995) • Families – Urban, Non-Traditional • Latino/a Adults (1997) • Fathers – Male Involvement (2000) • Communities and Providers (1991)

  5. Public Health Experiences • Youth Sexuality, including HIV (1991) • HIV Prevention | Testing | Treatment(1991) • Marijuana/Tobacco/Alcohol (1991) • Teen Dating & Youth Violence (1993) • Public Education & Literacy (1994) • Physical Activity & Nutrition (1998) • Foster Youth & Mental Health (2002) • Fatherhood/Parenting, Head Start (2002)

  6. Communication is a Risk Factor • Competitive Mindset (…on Target) • Persuasive Communications is Critical • Communications is MORE than Media • The Goal: Word-of-Mouth (or Peer Level Dialogue/Sharing) Deeper Dialogue

  7. MEE’s Developmental Framework: POINT B...Where We Want the Audience to Be. Defined; Clear Agenda Relative Position Deeper Conversation (Dialogue) POINT A...Where the Audience Is. Context World View Issues POINT 0...Where the Community & Service Providers Are. Baggage Myths and Misinformation Mindset; Funding; Terms of Relationship

  8. 4 Pillars Developmental Framework • Basic Model of Communications • Oral Communications Culture; Environmental Context • Moving an Audience from Point A to Point B • What To Say (Content) and How To Say It (Delivery)

  9. The Basic Model of Communication Sender | Message| Channel | Receiver Credibility Content Effectiveness Targeted It’s NOT Only What You Say, But How You Say It!

  10. Sender | Message| Channel | Receiver Oral Communications Culture • Highly Interactive & Social (Communication in a Social Context) • - Challenge the Sender • - Messages and Ideas are Debated and Challenged to be Legitimate • Argument/Counter-Argument; “Questioning” • - Sender: Debating Position, Convincing, Defending • - Receiver: Venting, Sharing Realities (The Why Behind the Behavior) Two (2) Main Reasons Why This Is Important to Youth “Physical Activity and Nutrition” Campaigns?

  11. Exercise: Arguments Against Nutrition Arguments|Counter Arguments • I Like My Foods (Lifestyle, Culture, Stress) • What’s the Big Deal, I’m Young? • Why? What’s the Incentive/Motivation? • I Eat What My Family Provides Me • My Parents/Elders Do NOT Eat Healthy • I Like/Want “Fast & Junk Foods” (Advertised) • Thin “is NOT in” for us… (The Culture) • What’s RDA or a “Serving Size”?

  12. Exercise: Arguments Against Physical Activity Arguments|Counter Arguments • Where? No Programs/Group Activities • Why? My Parents Don’t Exercise… • Why? Don’t Feel Like It…, I’m Tired… (Laziness) • Why? Incentives? (Not Even Encouragement) • When? No Time with Homework & Chores… • I’m NOT good enough for Team Sports • Where? No Parks, Pools, Fields, or Courts • I’m Young, Not Exercising Now Can’t Hurt Me…

  13. Arguments From Parents Around PA&N for Their Kids Arguments|Counter Arguments • Lack of “Safe” Places, Facilities and Programs • I’m Broke (Poverty/Living Check-to-Check) • Fresh Foods & Fruits Aren’t Available/Affordable • Traditions and Lifestyle Around Foods … • Cultural Ideals of Being Healthy (versus Poor) • No Time…, No Incentives…, No Knowledge… • Schools Are Responsible for … … My Kids • They’re Young – What’s the Problem?

  14. Arguments Surrounding 5, 4, 3, 2, 1 …Go! Arguments|Counter Arguments • Reasons I Can’t Eat 5 Servings of Fruits & • Vegetables Per Day • Reasons I Can’t Drink 4-8 Cups of Water Per Day • Reasons I Can’t Get 3 Servings of Low-Fat • Dairy Per Day (Calcium/Vitamin D) • Reasons I Spend More Than 2 Hours In Front • of a Screen • Reasons I Can’t Get At Least 1 Hour of Physical • Activity Per Day

  15. The Streets • Education/Public Schools • Economics • Health Care and Public Health • Government (The System) • Mass Media • Family/Community • Mainstream, Dominant Society Sender | Message| Channel | Receiver POINT A (The Urban Context)The Receiver's WORLDVIEW (The Reality of Low-Income Urban Audiences & Youth) Who Best Captures The Urban Context: The Youth’s World View? Summary: Hopelessness and Resiliency Co-Exist

  16. Eating Out of Home (Streets) • Snack-Soda Machines (Schools) • Cheap Fast Foods ($1-$2 Meals) • Legal Drugs (Tobacco, Alcohol+) • Government Programs Cut • $ Multi-Billion Food Campaigns • Latch Key, Peers, Lifestyle/Church • Mainstream Society/Culture • (Industry; Workplace; Policy) • (Example: City Grocery Store Policy) Sender | Message| Channel | Receiver Physical Activity & Nutrition – POINT A (The URBAN Receiver's WORLDVIEW)

  17. Sender | Message| Channel | Receiver • TV: 34% of African American youth watch 4 or more hours/day • Radio: 28% of AA youth listen to 4 or more hours/day • VHS/VCR/DVD: 95% of AA have a VCR or DVD in the household • Print: 75% of AA youth “like to read” • Transit: 48% of AA youth take public transportation • Internet: 91% of AA youth had access to the Internet • Movie Theater: 62% of AA youth go to the movies 2 or more times/month

  18. Sender | Message| Channel | Receiver How To Say It!! (Advertising vs. Community-Based) • Most • High Media Consumption ______ • Peer Acceptance ______ • Unrealized Adult Power ______ • * Less than 1% respect their favorite rap artist or athlete the most • * 42% of youth respect their caregivers/parents (adults) the most

  19. Sender | Message| Channel | Receiver What To Say!! (Content) Types of Messages: P- Prevention | R- Retention | R- Recovery P- Prevention: _____________________________________ R- Retention: ______________________________________ R- Recovery: _______________________________________ (Message Considerations: Rejecting Behavior vs. Peer Group)

  20. Sender | Message| Channel | Receiver What To Say!! (Content): Childhood Obesity Types of Messages: P- Prevention | R- Retention | R- Recovery P- Prevention: Educate Children at School to Educate Parents at Home R- Retention: Reinforce Active Youth to Sustain Efforts (Sports; Dance) R- Recovery: Never Too Late; Use Social Settings (Dances; Malls & Church) to Start Off With

  21. Sender | Message| Channel | Receiver What To Say!! (Content): Childhood Obesity Choices|Decisions|Consequences|Responsibilities

  22. Sender| Message| Channel | Receiver Celebrity – n. – 1. Famous Person; 2. A Highly Visible or Popular Person Who Appeals to Others; 3. Renown Sender: (Celebrities) • Leverage Voice and Visibility • Passionate/Vested in the Topic • Knowledgeable About Issue • Nationally or Regionally Known • Community Roots & Credibility Channel: (for Celebrities) * • PSAs (TV/Cable/Radio/Print) • Press (TV/Radio/Print/Ethnic) • Policymakers (ALL Levels) • Grassroots Advocacy/Forums • Celebrity Events (Bring Peers)

  23. Sender| Message| Channel | Receiver Sender: (Peer-to-Peer) • Identifying the Peer Leader • Sub-Group Cultures (Leaders) • Access, Language, Credibility • Recovered, Older Peers (A  B) • Arguments/Counter Arguments Sender: (Adult-to-Youth) * • Use Media Tools • Empower Peers (1-to-3-to-15) • Listen • 3R’s (Real, Relevant, Respectful) • Best Interest (High Expectations)

  24. Urban/Ethnic Audiences: What to Say? • Oral Communications Culture • Urban Context • Other Insights

  25. Urban/Ethnic Audiences: How to Say It? • Traditional Strategies • Non-Traditional Channels • Learnings/Insights

  26. MEE/CANFit Recommendations • Focus Groups w/ Youth to Understand Arguments; Develop CAs • Idea 1: A Social Marketing Campaign with a Community-based Clinic or Hospital and Youth Sports League • Idea 2: A Basic PA&N Education Campaign using Storytelling (Analogies) and Characters with Target Audiences Profiles (i.e., Diet; Water; Exercise; Fruits/Vegetables; Fried & Junk Foods) • Idea 3: A Generational Intervention Targeting Parents of Tweens/Teens Tied to Idea #1 (Breaking The Cycle) • Idea 4: Text Messaging; Audio-Music CD, Other Tools to Mobilize Youth Leadership to Advocate for Environmental & Policy Change

  27. MEE Lessons Learned • Prevention = Community Engagement & Development • Community Components Most Culturally/Cost Effective • Processes / Steps in Place to Mobilize Community • Low-Cost Incentives Are Needed • Partnership btw Client/Administrator & Programs

  28. Health Messages with Community Life • Develop Messages (Interventions) that Create Community Ownership • Messages and Intervention Strategies Must Adhere to Oral • Communications Culture (to Generate Word-of-Mouth) • Messages Must be Real, Authentic and Respectful of the Community • - Go into the community (listen and involve the target audience in the process) • - Create messages, images and symbols that ethnic/urban/native audiences relate to • Use Both Traditional and Non-Traditional Delivery Channels • “By and For” Messages Will Compete with Other Marketing Messages • and Unhealthy Influences

  29. California Adolescent Nutrition & Fitness Program Berkeley, CA MEE Productions Inc. Philadelphia, PA Preventing Obesity in the Hip-Hop Generation: Engaging Communities Through Multi-Level Strategies

  30. SAME NEIGHBORHOOD . . . DIFFERENT CHOICES

  31. Development: Keys to the Community • Credibility • Understand Environment; Respect Culture; No Assumptions or Morality • Trust • Listen First, Walk Talk, Follow Through  To Come Back Again • Access • Based on Credibility and Trust  To Put Information In!! • Involvement • At the Table; Resources to Problem Solve • Value • Added Value; Close the Loop; Fill Their Needs

  32. Mobilizing the Community MEE’s Community Mobilization Model: • Identify Target CBOs, Service Providers, Health Agencies, Retailers • Recruit (Invite) Target CBOs, Activist and Community Stakeholders • Community Dialogue (Chat & Chews) • Sign-Up CBOs, Service Providers, Health Agencies, Retailers • Involve/Engage (Events) CBOs, Providers, Health Agencies, Retailers • Continue Dialogue (4 D’s)  Mailings; Display; Events; Outreach • Other Strategies: Training; Collaboration(s) and Launch Party • Services (Referrals, Access, and Replacement Activities)

  33. Sender| Message| Channel | Receiver Sender: (Community Adults-to-Youth) * • Use Campaign Media Tools • Empower Peers (1-to-3-to-15) • Listen • 3R’s (Real, Relevant, Respectful) • Best Interest (High Expectations) Sender: (Campaign Partners) * • 4 D’s • Display • Disseminate (Handout) • Dialogue (Outreach) • Defend Campaign (PR)

  34. Sender| Message| Channel | Receiver Sender: (Peer-to-Peer) • Identifying the Peer Leader • Sub-Group Cultures (Leaders) • Access, Language, Credibility • Recovered, Older Peers (A  B) • Arguments/Counter Arguments

  35. Peer-to-Peer Communications and Outreach Audience: “Identifying” and Training Peer Group Leaders Thought/Opinion Leaders Older Peers Recovered Audience Members Peer-to-Peer Communications: Access Language Credibility Older Peers (POINT A & B) A/CA Peer Multiplier (1-to-3-to-15) Goal: Peer Sanctioning of Desired Health Behavior ?

  36. Development: Peer-to-Peer Outreach Considerations (Target Audiences: Message Senders = Message Receivers) • Street Outreach (Community Action Teams) – MACRO (Public) • Integral Part of Community • Community Gatekeepers  High Levels of Access • Peer-to-Peer Interpersonal Dialogue (MEE’s PGLN) – MICRO • Highly Interactive; Social Interaction • Peer Sanctioning  Argument/Counter-Argument • “Walked A Mile In Their Shoes” Experienced Point A & Point B • Highly Influential; Represent Comfort and Safety

  37. Development: MEE’s Peer-to-Peer Process • Identify (via CBOs), Recruit and Orientate • Issues/Challenges: 1. Access; 2. Money ONLY; 3. Orientate 100  25 • P-to-P Outreach Coordinator • Recruit/Interview/Orientation; Training (Recruit; Locations; Calendar; Incentive Manual; Tracking Points; Materials Inventory; Reporting/Results); Other Issues • Outreach Training (Campaign Overview; Paperwork; Techniques; A/CAs) • Assignment Form; Points; Incentive Catalogue (by & for); Role Play • Operations / Maintenance / Meetings & Booster Trainings • Relationships; All-Stars; Patience; Turn Over; Needs/ Social Worker • Lessons Learned (Organization/Structure, Valued, Relationships)

  38. Urban Audiences: MEE’s Approach • Objectives; Budget/Other Resources; Audience(s)/Communities • 4 Pillars Developmental Framework (Point A  B) • Audience Research (Focus Groups) • - Context; Worldview; Arguments/Counter-Arguments • - Create Concepts; Test Concepts; Obtain Client Approvals • Communication Framework & Intervention Plan • Message and Materials Development (By and For) • - Call to Action (Toll Free #) with Places to Go for Services/Help (Recovery) • - Use “Real” People (Incorporate Audience in Advertisements) • - Produce; Edit; Test; Re-Edit; Obtain Client Approvals

  39. Urban Audiences: MEE’s Approach • Trainings; Workshops and Collaboration (Role & Referrals) • Services (Referrals, Access and Replacement Activities) • Media Campaign (Traditional Media Strategies) • - Radio PSAs; Print Materials (Postcards/Posters/Brochure); TV PSAs • - Campaign Video (VHS/DVD); Audio CD; Transit; Internet/Website • “Community Campaign” (Non-Traditional Strategies) • - Mobilize Campaign Partners; Advisory Council; Faith-based Effort • - Develop Community Leadership (Recruit; Train; Structure; Incentives) • - Peer Educators & Outreach (Blitzing Communities; Events; Presentations) • - Leverage VCR/DVD Penetration; Community Events; Retail Strategy • Evaluation (Measuring Effectiveness) & Quality Assurance

  40. Los Angeles, CA Washington, DC Philadelphia, PA MEE Productions Inc. www.meeproductions.com

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