Ensuring individuals have the opportunity to live to their full potential: Reframing injury and violence prevention

CDC's National Center for Injury Prevention and Control (NCIPC) recognized the need to increase awareness of injury, change public perceptions about injury, and unify the injury community. As a result, NCIPC engaged in a collaborative initiative to identify a new, innovative approach to communicate about injury. NCIPC developed, implemented, and evaluated a common injury frame and coordinated message approach. A variety of communication tools and outreach activities have been developed to increase the reach and sustainability of the injury framing approach, including a Framing Guide, "Adding Power to our Voices.” In May 2009, a training session was conducted with NCIPC staff and partners to introduce the Guide and help injury communication professionals develop messages based on the common frame and coordinated message approach. Both quantitative and qualitative methods were used to evaluate the implementation of the Guide and assess outcomes of the training. Baseline and follow-up assessments were conducted to gauge readiness, motivation, and barriers to using framing. In-depth interviews were conducted to provide additional understanding of how NCIPC staff and partners perceived the Guide and training, how they are using the injury frame, and what challenges they are facing in implementing the frame and coordinated messages. In addition, a content analysis of NCIPC and partner organization websites is being conducted to explore communications and framing strategies utilized before and after the training. The findings of the evaluation and lessons learned will be presented to illustrate how this communication strategy can be applied to any public health issue.