STRATEGIC COMMUNICATION ERA

• Strategic health communication:

– promotes specific behaviour

– positive, benefits-based messages

– mix of strategies

– systematic process with clear steps

– Pays attention to change theory and evidence

STAGES OF CHANGE THEORY

• Problem …. What problem? PRE-KNOWLEDGE

• Mmmm, maybe I should do something. CONTEMPLATION

• OK, let me try …. PREPARATION

• That wasn’t too bad, I’ll try it again. ACTION

• This is part of my life now… MAINTENANCE

• I will help persuade others … will be a champion for new behaviour

ADVOCACY

CONDITIONS NEEDED FOR BEHAVIOUR CHANGE

KNOWLEDGE/AWARENESS

RISK PERCEPTION ...believe I am at risk

BENEFITS of the change outweigh the BARRIERS to change.

SKILLS

SERVICES & PRODUCTS

ENABLING ENVIRONMENT / POPULAR SUPPORT

No!

HEAD

Give the facts

HEART

Persuade with benefits

HANDS

Be specific about behaviour

Know your issue

Step 1

Know your objective

Step 2

Know your audience

Step 3

Know your strategy mix

Step 4

Know your message

Step 5

Implement & Monitor

Step 6

Evaluate

Step 7