Kevin Finnerty "The Dance"
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Transcript of Kevin Finnerty "The Dance"
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The DanceBetween
Communications and Policy
…or how the magic that ensues when both work
together
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Going Backstage on Social Policy
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Seeing through the issue…
An inside look at self-administered colon cancer
screening.
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The Policy Challenge
Reduce mortality from colon cancer through early detection and screening through use of FOBT in
50+ population
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Colon Cancer Facts
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Colon Cancer - The Good News
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If you’re 50 or older, in order to prevent this….
A cancerous colon polyp
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…we would like you to get this...
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…and do this
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The Research
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What do people know?
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The Bottom Line
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The Solution
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Strategic Insight
Insight: There are usually no warning signs that you have colon cancer.
Key Message: You don’t know what’s hiding up there but your health care provider can help you find out.
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The Magic Idea
You’re not see-through, so get your insides checked
out.
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The Ad
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The Results
• Incidences and Intention to Screen– Awareness about CRC and screening
increased (10%) and with it, intent (75%)
• Which screening method?– FOBT kits usage quadrupled– Colonoscopy dropped 10%
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Translating intention into action
Nearly 1 million Ontarians screened with the icky ‘home kit’ and they lived to tell the tale!
Pass it along…
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Playing catch-up with vaccination
Getting youth to get their mumps shot
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The Policy Challenge
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Mumps Facts
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Vaccination Model• No clinics to piggyback• One-shot deal• Who will administer the shots?
Target Availability• At school• Away from doc, home
Attitude• They perceive themselves as invulnerable• Mumps is nothing to worry about
Timing• Short window of opportunity to move our target from
awareness to action
Budget• Reduced at last minute
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Objectives
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The Research
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Insight
Get mumps and you’ll have to spend 9 days in…
isolation
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The Solution
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Low Income Dental Program
Bringing an Oral Health Policy to Life
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The Facts
• Good dental health is directly linked to good overall health
• Cavities are the number one chronic disease of childhood
• Almost all oral/dental disease is preventable
• A significant portion of the population does not have access to regular dental care
• 25% of children experience 80% of all dental decay
• Lack of access to regular dental treatment directly impacts overall health and socioeconomic success
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The Gap
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The Policy
The expansion of this program means more kids will have access to dental care so they can grow up healthy and strong, and have the best possible
opportunities for success.
Minister Deb Matthews
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Program Design
• A provincial program designed to create better access to regular dental care but allow for local promotion of the program:– 36 public health units to deliver the program across
Ontario
– 36 individual health units would handle eligibility
– 36 individual call centres
– 36 individual websites for information
– All dental services were to be delivered at public health unit dental clinics
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The Research
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The Research
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The Research
• Visit ontario.ca/healthysmiles• Or Call:
Toll-free:1-866-532-3161TTY toll-free:1-800-387-5559
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The Research
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Parental Influence Peer Influence
Kids0-5
Kids6-10
Kids11-13
Kids14-17
As children age, parental influence diminishes and a stronger sense of self emerges
The Approach
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The Approach
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The Approach
Place logo ‘HERE’.
Scalable communication toolsto help raise the profile of the public health unit in their community/through their channels of influence
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Minister’s announcements at a public health unit.
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The Dance continues
• Fully integrated with the policy, end to end
• Critical success factor is research (of the topic/target) and evaluation (of the results)
• Demonstrate ROI
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You can show ROI
• Flu campaign has impact
• Media mix influences shots in arms
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Thank You.