From classroom to community: A case study on advocacy and organizing

Media advocacy is a vital component in advancing the public health agenda and bringing attention to matters that directly impact the health and safety of the public. In this case study, Boston University School of Public Health students advocated for pedestrian safety at the new location of their school, one of Boston's busiest intersections. After more than seven members of the BU community had been hit, students decided to take the advocacy and organizing skills learned in the classroom and apply them in the community.

Using a stakeholder analysis, this campaign focused on changing traffic lighting patterns to promote and improve pedestrian safety. The use of advocacy tools such as press releases, framing, messaging and letter writing were employed to bring this public health concern to the attention of key university administrators and city officials.

Students organized a public rally at the intersection to attract media, school officials, and the Boston Transportation Department. The story was covered in three newspapers, local television stations and the university's online daily news. Using media as leverage, the students were successfully able to bring this public health issue to the attention of the Boston University administration and the Boston Transportation Department. As a result of the demonstration, University and city officials have agreed to work together to make changes to the dangerous intersection. This issue is now a priority for all stakeholders.

This case study demonstrates that media advocacy skills can be used successfully to advance public health agendas for communities.