Transcript Strategic Communication - Global Tobacco Control

Introduction to Strategic Communication
Gary Saffitz
Center for Communication Programs
Johns Hopkins Bloomberg School of Public Health
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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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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
Source: Campaign for Tobacco Free Kids. Tobacco’s Toll in the U.S.
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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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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%
Source: Snyder, L.B. & Hamilton, M.A. (2000).
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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
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