CDC NCEH/ATSDR [email protected]

CDCynergy Environmental Health Edition

Many Voices - One VisionEnvironmental Public Health Tracking ConferenceMarch 24-26, 2004

Susan J. Robinson, MSDivision of Health Education and PromotionCDC NCEH/ATSDR

[email protected]

mailto:[email protected]

A New Edition of CDCynergy

CDCynergyHistoryHow It WorksBenefits

Environmental Health EditionTailoring the framework to support site work

CDCynergy: History

Developed by the CDC Office of Communication (OC) – CD-ROMSystematic process to plan, implement and evaluate health communication programs

CDCynergy: Basic Edition

Basic modelInput from 65+ professionals across PH disciplinesBuilds on standard public health model - contextA protocol familiar to both PH scientists and health educators/communicatorsIncorporates practices, models, frameworks, and theories at steps in process and in the resourcesEndorsed by SOPHE – is the core health communication training

CDCynergy: How it Works

CDCynergy: How it WorksPhasesTabs


Steps


StepsTutorialHow-To


StepsTutorialHow-To

PracticalTools

Overview of Framework

Describe SituationPh 1

Analyze Situation

Who must act on hazard/problem

Population Groups(Exposed, Concerned, Involved)Ph 2



Audience Segment 1

Audience Segment 2

Audience Segment 3


Analyze Situation

Population Groups(Exposed, Concerned, Involved)Ph 2

Ph 3



Audience Segment 1

Audience Segment 2

Who must act on hazard/problemPh 2

Ph 3 Audience Segment 3

Analyze Situation

Population Groups(Exposed, Concerned, Involved)



Audience Segment 1

Audience Segment 2


Communication/Education Mix

ChannelSource Message



Ph 2

Ph 3

Ph 3

Analyze Situation



Audience Segment 1

Audience Segment 2



Communication/Education Strategy & Dev

Ph 2

Ph 3

Ph 3

Ph 3/4

Analyze Situation







Audience Segment 1

Audience Segment 2



Communication/Education Strategy & Dev Evaluation Plan

Ph 2

Ph 3

Ph 3

Ph 3/4

Ph 5

Analyze Situation







Audience Segment 1

Audience Segment 2




Implement Strategy

Ph 2

Ph 3

Ph 3

Ph 3/4

Ph 5

Analyze Situation






Ph 6


Audience Segment 1

Audience Segment 2




Implement Strategy

Ph 2

Ph 3

Ph 3

Ph 3/4

Ph 5

Analyze Situation






Ph 6


Audience Segment 1

Audience Segment 2



Ph 5

Describe Situation


Analyze Situation





Ph 1

Ph 2

Ph 3

Ph 3

Ph 3/4

Implement StrategyPh 6

Strategic Communication Planning: Maximizing Limited Resources

Population Groupsexposed/not

susceptible/notconcerned/not

Stratify GroupsBased on Health Hazard/ Situation




AudienceSegments

Segment AudiencesBased onCommunity concerns(local priorities, who wants to know what) +Needed actions(tied to reducing hazard, promoting health) +Communicationvariables (who they listen to, where to reach)

Stratify GroupsBased on Health Hazard/ Problem




AudienceSegments


SelectedAudienceSegments


Select SegmentsBased on potential impact given limited $, time




AudienceSegments


SelectedAudienceSegments

Select SegmentsBased on potential impact given limited $, time

Develop communication/education interventions with/for these segments


CDCynergy Environmental Health EditionTailoring the product to support site work

First release: will focus on supporting Superfund site-work Second release: opportunity to expand beyond site-work to other environmental health promotion activities

Environmental Health Site Work

Intended UsersEnvironmental health professionals tasked with designing, developing, and evaluating health communication education actions/ interventions for site work

1043 partners (primary)Other state and federal environmental and health agencies National Organizations ATSDR DHAC, DHEP, DHS, DT, DRO

Supporting Site Work

Fit with health assessment, exposure investigation, consultations, & health study processesRisk communication principles to be emphasizedCommunity engagement/participation steps & principles worked into most Phases

Bottom Line: not your CDC information campaign model (big budget, lots of time).

Analyzing Site Work NeedsCase Examples Analysis: from quick response to longer-term programsDiscussions with health education professionals doing site work

Reactive

Low Concern or Awareness

High Concern or Awareness

Proactive

Illinois Safe Schools

Missouri – Lead

Toms River-Cancer Cluster

Delta Fish

Overview of Framework - Revisited

Audience Segment 1

Audience Segment 2



Ph 5

Describe Situation


Analyze Situation





Ph 1

Ph 2

Ph 3

Ph 3

Ph 3/4

Implement StrategyPh 6

Adapting the Phases …

1-DescribeSituation/ Health Problem

2-AnalyzeSituation & PH Actions/ Interventions

3-PlanComm/Ed Intervention

4-DevelopComm/Ed Intervention

5-Evaluationfor Comm/Ed Intervention

6-ImplementPlan & Evaluate

1-DescribeSituation/ Health Problem

2-AnalyzeSituation & PH Actions/ Interventions

3-PlanComm/Ed Intervention

4-DevelopComm/Ed Intervention

5-Evaluationfor Comm/Ed Intervention

6-ImplementPlan & Evaluate

Quick Response

Enabling Quick Response …

User Scenario: Quick ResponseSandy JonesSenior Health Educator

• Needs to put together quickcommunity info &input materials

Sandy works in an environmental health department. Because of local news coverage of EPA monitoring activities for wells near a waste site, she needs to schedule a public meeting. She wants info on the contaminant of concern to create some talking points, and to have on hand guides for collecting community concerns.

Ste

A1

TutPha Resin

CDCynergy- Phases/Steps-Examples- Resources

Sandy opens upCDCynergy andpresses the “Quick Response” track.

CDCynergy

p 1.6

Sandy jumps to Step 1.6 –Create mechanisms for community input.

Situation Description

A3

Sandy quickly reviews the types of people to be thinking about in terms of input.

Then she goes to Resources.

Step 1.6

A4

orial textses/Steps

Only the Phases with Quick Response steps are highlighted.

Sandy selects Phase I –Situation Description.

Quick Response

A2

ResourcesSandy uses a link to get fact sheets. She also pulls public input forms and an interview guide in the case she talks at length with someone.

A5

ources pr t

User Scenario: End-to-End Planning & DeliveryErica JohnsonPublic Health Prevention Service Fellow

• Needs to put together a draft communication/ education plan to guide actions

Erica was recently assigned to a large state health department in which there is a “hot site” with multiple contaminants for which there are years-long health assessments underway. The community is very active and concerned. It appears that it will be determined that there is a public health hazard. She needs to organize this project so that she can work with state and federal partners to address the community’s concerns, to work with the media, and to provide effective health education activities over time to both public and professional audiences.

Pha

A1

ResExa Too

CDCynergy- Phases/Steps-Examples- Resources

Erica opens up CDCynergy and reads through the Phases and Steps to organize her thinking. She decides to pull together a draft plan to use with stakeholders for discussion.

CDCynergy

ses/Steps

Erica has never put together a full-blown plan, so she looks at the examples to see how others have done it. She picks a case that matches what she is working on.

Phases & Steps

A3

She realizes that s she will probably need to do a community assessment.

A link takes her to the latest standard forms for organizing her data.

Resources

A4

ourcesmples

Erica starts with the information she knows and what she can get from available sources.

This helps her generate a list of information she needs to gather.

Examples

A2

ToolsWhile she’s planning, she begins to think about how to communicate with community members. She goes to the Tools section to look at a message mapping sheet.

A5

ls print

CDCynergy Environmental Health EditionNext Steps

ATSDR Partners Meeting – April 1 – Input Session

Feedback: Process end-to-end and quick response trackNeeded resources/tools at each step within phasesHow to blend communication planning techniques with tried and true practices for health promotion at sites

Pilot-testing the alpha versionSpecific projects in different statesHow to facilitate dialogue about processes between environmental health scientists, social scientists, and health educators When and when not this tool would be used

CDCynergy Environmental Health EditionHow to Get Involved

Send your email, comments, and thoughts to:

Susan J. Robinson, MSHealth Communication Team LeadDivision of Health Education and PromotionCDC NCEH/[email protected]

Documents

CDC NCEH/ATSDR [email protected]