Transcript The Role of Communications in Promoting Multi

The Role of Communications in
Promoting Multi-Stakeholder Action
for Combating NCDs
Christy Feig, MPH
Role of Communications
• NCD Action Plan objectives
• Possible communications tactics
• Case study: using media partnerships to
fight HIV
NCD Action Plan
Objective 1
To raise the priority accorded to NCDs in
development work at global and national
levels, and to integrate prevention and control
of such diseases into policies across all
government departments.
NCD Action Plan
Objective 2
To establish and strengthen national policies
and plans for the prevention and control of
NCDs.
NCD Action Plan
Objective 1 and 2
Decision makers:
• Development agencies
• UN system
• Policy makers: Ministers of Health, Finance,
Transportation, Education, Agriculture, etc…
NCD Action Plan
Objective 1 and 2
Communications Tactics
• Get solid data -- must show costeffectiveness of prevention
• Make NCDs relevant to the current economic
situation
• Integrate NCDs into infectious diseases
NCD Action Plan
Objective 3
To promote interventions to reduce the main
shared modifiable risk factors for NCD:
tobacco use, unhealthy diets, physical
inactivity and harmful use of alcohol.
NCD Action Plan
Objective 3
Change Policy
• Policy makers
• Food and beverage companies, food retailers
Change Behavior
• Civil society
NCD Action Plan
Objective 3
Communications Tactic: Media Partnerships
Reach - incorporating NCD content across
platforms, can reach millions of households,
start discussions and change trends
Access / Power - influential players in a
community / country / industry drive policy
agendas
NCD Action Plan
Objective 4
To promote research for the prevention and
control of NCD.
Communications Tactic: Publication in
scientific journals
NCD Action Plan
Objective 5
To promote partnerships for prevention and
control of NCD.
Communications Tactics
• Play to your strength - WHO lead agency for
health.
• Partnering with leaders will get you visibility
and credibility.
• Consistent messages are essential
• Strong calls to action
NCD Action Plan
Objective 6
To monitor NCD and their determinants and
evaluate progress at the national, regional
and global levels.
Communications Tactic: Capture and promote
success stories
Case Study:
International Media Partnerships
The Global Media AIDS Initiative
Russia, 2004
Gov’t HIV spending: 4 million USD
• Public service ads
• HIV themes
– News
– Entertainment programming
• Donated airtime, ad space
Source: Kaiser Family Foundation
Case Study:
International Media Partnerships
The Global Media AIDS Initiative
Russia, 2004
2004: 4 million USD
2007: 65% of Russians familiar with campaign
200 million USD
Source: Kaiser Family Foundation
Thank you!