OPT-In Framework for Planning

Learning Objectives: • Describe the four elements of the "OPT-In" (Organize, Plan, Test, Integrate) framework as it relates to "real world" case studies that are discussed during this section.

Abstract:

The purpose of this session is to introduce a practical framework called OPT-In (Organize, Plan, Test, Integrate) that provides an overall approach for considering whether, and how, to use data in public health practice. Organize refers to carefully reviewing the available scientific information, the level of consensus about a particularly public health issue (or aspect of the issue) of importance, to understand or develop the storyline, and to determine the communication purpose. Planning refers to audience analysis, assessing communication channels, and message development. Testing refers to both “standard” evaluation techniques of formative and process evaluation, as well as usability testing. Integrate refers to attempting to broadly ensure that consistent and contextually relevant messages (e.g., with the state of the science or with what other trusted organizations are attempting to communicate) are delivered or available to lay audiences. Case examples from public health practice demonstrating the use of the OPT-In Framework for data communication will be utilized to illustrate key components.