2008 Johns Hopkins Bloomberg School of Public Health

Introduction to Strategic CommunicationIntroduction to Strategic Communication

Gary SaffitzCenter for Communication ProgramsJohns Hopkins Bloomberg School of Public Health

2008 Johns Hopkins Bloomberg School of Public Health

Section A:Section A:

Introduction

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Learning Objectives

Gain a better understanding of the role of communication in tobacco control interventions

Understand the elements of strategic communication and how it differs from a materials production mindset

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Life from Many Angles

Is there only one way to see things?

Is there only one TRUTH?

How can we develop multiple perspectives?

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This Is a Girl Holding a Cat Sitting on a Chair

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This Is a Girl Holding a Cat Sitting on a Chair

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This Is a Girl Holding a Cat Sitting on a Chair

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This Is a Girl Holding a Cat Sitting on a Chair

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This Is a Girl Holding a Cat Sitting on a Chair

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This Is a Girl Holding a Cat Sitting on a Chair

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This Is a Girl Holding a Cat Sitting on a Chair

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This Is a Girl Holding a Cat Sitting on a Chair

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This Is a Girl Holding a Cat Sitting on a Chair

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This Is a Girl Holding a Cat Sitting on a Chair

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This Is a Girl Holding a Cat Sitting on a Chair

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This Is a Girl Holding a Cat Sitting on a Chair

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This Is a Girl Holding a Cat Sitting on a Chair

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This Is a Girl Holding a Cat Sitting on a Chair

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This Is a Girl Holding a Cat Sitting on a Chair

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This Is a Girl Holding a Cat Sitting on a Chair

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This Is a Girl Holding a Cat Sitting on a Chair

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This Is a Girl Holding a Cat Sitting on a Chair

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Source: Campaign for Tobacco Free Kids. Tobacco’s Toll in the U.S.

Why Invest in Strategic Communication?

Communication is happening all the time; our choice really isn’t whether or not we should participate Is it wise to default?

U.S. tobacco industry marketing and advertising expenses $15.4 billion every year $42 + million every day

U.S. annual health costs related to smoking Private and public health care: $89 billion Productivity losses: $93.6 billion

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So Does Good Communication Work?

The tobacco industry thinks so!

The whole advertising world thinks so!

Politicians, religious leaders, journalists, etc., think so!

Public health professionals: “We are not sure?”

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So Does Good Communication Work?

There is overwhelming evidence that good communication is one of the most important tools for public health

While there is evidence that poor communication does not work, there are also instances where: Government does not work Medical mistakes cause death Schools are ineffective International agencies do more harm than good

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Source: Snyder, L.B. & Hamilton, M.A. (2000).

Effect of Communication on Behavior

Analyzed the impact of 48 U.S. based programs: 1974-1997

Average effect sizes

All outcomes: + 9%

New info to audience: +14%

Adoption of new behavior:

+12%

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Cost-Effectiveness of a Anti-Smoking Campaign

Baseline Turkish speaking population: 74% of men and 45% of

women smoked but knowledge of smoking risks was low

Interventions A play, mass media, poster and leaflets

Results 6.4% reduction in smoking $194 USD per life year gained

Source: Stevens, W. et al. (2002).

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How Much Would You Pay to Live for Another Year?

Most of us would pay $194, no questions asked

But ask cancer survivors and their families who have suffered much, how much would they pay?

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Coca Cola

How much would Coca Cola invest to increase sales by 1%?

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The Tobacco Industry

How much would the tobacco industry invest to increase sales by 1%?

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Which Communication Medium Is Best?

This is like asking which is better: Leadership or management? Prevention or treatment? Interpersonal communication or mass media?

Good carpenters do not debate, “which is better, a hammer or a screwdriver?”

We need all tools and we should use them according to need

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What Counts Is “Craftsmanship!”

There is no magic medium; there are no silver bullets

We need to learn how to use more effectively the wide spectrum of communication technology to achieve the following: Significant reductions in smoking prevalence Smoke free societies

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What Is “Strategic Communication?”

Communication: To make known; to impart To have an interchange, as in ideas To express oneself in such a way that one is readily and

clearly understood To be connected, to make common To converse intimately, exchange thoughts and feelings

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Strategic Communication Today

Strategic communication is a process carried out with the active participation of stakeholders and beneficiaries that addresses a long-term vision and affects the causes of, as well as the barriers to, behavior change

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Strategic Communication Tools

Public policy advocacy and media advocacy Behavior change communication Social marketing

Entertainment-education TV/radio spots, dramas, and music Public relations

Provider promotion and client-centered counseling

Community mobilization Individual and community empowerment

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What Can Communication Do?

Simply look at the Framework Convention: Advocate for:

Signature, tax legislation, advertising/promotion bans, smoke free workplaces, pack warnings, no sales to minors, anti-smuggling legislation, and enforcement of laws

Change the image of tobacco and smoking Help smokers quit (cessation programs) and help non-

smokers remain smoke free Build self-efficacy and encourage enforcement Change social norms