COMMUNICATION, SOCIAL MEDIA AND ADVOCACY IN …...1/13/2014 1 LECTURE # 7 COMMUNICATION, SOCIAL...
Transcript of COMMUNICATION, SOCIAL MEDIA AND ADVOCACY IN …...1/13/2014 1 LECTURE # 7 COMMUNICATION, SOCIAL...
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LECTURE # 7
COMMUNICATION, SOCIAL MEDIA AND ADVOCACY IN PUBLIC HEALTH
Harvard‐Brazil Collaborative CourseJanuary 2014
ALAN COURTSenior Advisor to the United Nations Secretary‐General’s Special Envoy for Financing the
Health‐related MDGs and for Malaria
Communication (OED)
communication• Pronunciation: /kəmjuːnɪˈkeɪʃ(ə)n/noun
• 1 [mass noun] the imparting or exchanging of information by speaking, writing, or using some other medium: television is an effective means of communication at the moment I am in communication with London
• a letter or message containing information or news: a telephone communication
• the successful conveying or sharing of ideas and feelings: there was a lack of communication between Pamela and her parents
• social contact: she gave him some hope of her return, or at least of their future communication
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Communication 2
• 2 (communications) means of sending or receiving information, such as telephone lines or computers: satellite communications [as modifier]: a communications network
• [treated as singular] the field of study concerned with the transmission of information.
Communication 3
• 3 (communications) means of travelling or of transporting goods, such as roads or railways:a city providing excellent road and rail communications
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Communicating publicly
• http://www.youtube.com/watch?v=8OB6DKpvTIM
AfricaUnited States
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Communication is: The 2‐way transfer of ideas and information to
create understanding and promote action.
Effective Development Group 2013 Communicating results
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11%
14%
% of internet users who use Twitter
18% 14% 8% 6%
9% 25%
19%
Barriers to effective communications
• Inappropriate method• Lack of preparation• Bias of the receiver• Omission/distortion by sender• Lack of trust• Immediacy• Lack of clarity• Overload• Distance• Relative status
Effective Development Group 2013 Communicating results
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Effective Development Group 2013 Communicating results
Effective Development Group 2013 Communicating results
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1. Make Strategic Choices and Understand the Level of Effort
2. Go Where the People Are
3. Adopt Low‐Risk Tools First
4. Make Sure Messages Are Science‐based
5. Create Portable Content
6. Facilitate Viral Information Sharing
7. Encourage Participation
8. Leverage Networks
9. Provide Multiple Formats
10. Consider Mobile Technologies
11. Set Realistic Goals
12. Learn from Metrics and Evaluate Your Efforts CDC2011 The health communicators social media toolkit
CDC’s Top Lessons Learned from Using Social Media
SOCIAL MEDIA
• SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA YOU SOCIAL MEDIA SOCIAL MEDIASOCIAL MEDIASOCIALMEDIASOCIAL MEDIASOCIAL MEDIASOCIALMEDIASOCIAL MEDIASOCIAL MEDIASOCIALMEDIASOCIAL MEDIASOCIAL MEDIASOCIALMEDIASOCIAL MEDIASOCIAL MEDIASOCIALMEDIASOCIAL MEDIASOCIAL MEDIASOCIALMEDIASOCIAL MEDIASOCIAL MEDIASOCIALMEDIASOCIAL MEDIASOCIAL MEDIA
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23,266,216
SOCIAL MEDIA ENVOYS’ AUDIENCE REACH
SOCIAL MEDIA ENVOY SAMPLE TWEETS
http://www.youtube.com/watch?v=U5lg6Cu5GUI
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SOCIAL MEDIA 4
http://www.youtube.com/watch?v=U5lg6Cu5GUI
The New Yorker Magazine
Annals of Medicine
• Slow Ideas: Some innovations spread fast. How do you speed the ones that don’t?
• By Atul Gawande
• July 29, 2013
• Why do some innovations spread so swiftly and others so slowly?
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Advocacy Then
ADVOCACY
Getting to Zero
Smallpox
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What worked with advocacy, particularly at end?
SUCCESSES!…
and sharing them widely and frequently with the scientific, public health, and development assistance communities.
Money, staff, and other resources
• Resource acquisition, not always easy: several countries coming through, Netherlands, Scandinavians (especially Sweden) and US.
• armies of national searchers
• increase certification activities and documentation. (role of WHO)
• define bio‐containment requirements
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Surveillance reports
• issued regularly (every 2‐3 weeks) in the WER (not once yearly as for the World Malaria Report)
• The biggest gap was not raising Smallpox to the highest political levels in all countries early (India was an exception, but much later than needed)
• in 1975‐7 Indira Gandhi took pride in eradication publicly
Political Will?
• The Carter Center currently is the expert in involving the highest level politicians in programmes
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Bathe in success
• The last year 1979‐1980 the global programme had a press officer who was focused on getting success stories out to the world—the poster competition, press releases, etc.
Advocacy Now
ADVOCACY
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MUSLIM STAND ON POLIO VACCINATION
• Allah says;
• "And when I am ill, it is He who cures Me; Who will cause me to die, and then to life (again)"[ash‐Shu'ara'i: 80‐81]
• The Messenger of Allah said: "Allah has sent down both the disease and the cure, and He has appointed a cure for every disease, so treat yourselves medically, but use nothing unlawful."[Dawud: Book 28: Hadith: 3865]
Rounding Up
Summarizing Understanding
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The result of this strategic planning process ‐ACADA‐is the development of an integrated communication strategy:
that is based on research [evidence]
that considers individuals, families and communities within their environment & from their perspective [socio‐ecological model]
that encourages & fosters community participation
with realistic, measurable objectives & indicators
with culturally relevant approaches and messages
that match the existing levels of Knowledge, Attitudes, Practices, Behaviours and Norms
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Experiential Learning Styles – David Kolb,
A 4‐stage experiential learning cycle that applies to all learners; it suggested that immediate or concrete experience provide a basis for observation and reflection. These are assimilated and distilled.
This concept becomes relevant when doing Participant Analysis, to find out how the different Participants take in new information
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The wish for healing has always been half of health.
Lucius Annaeus Seneca
muito obrigado