264012 Choosing your channel: Exploring tools for media advocacy

Monday, October 29, 2012 : 4:30 PM - 4:50 PM

Lily Swartz, BA , Prevention Institute, Oakland, CA
Ann Whidden, MPH , Prevention Institute, Oakland, CA
Juliet Sims, RD, MPH , Prevention Institute, Oakland, CA
Phebe Gibson, BA , Prevention Institute, Oakland, CA
Bridget Kidd, MPHc , Prevention Institute, Oakland, CA
Harnessing the power of the public strengthens public health efforts and initiatives, and can be especially effective in influencing high-level decision and policy-makers. Media advocacy is a powerful tool for reaching key stakeholders and the general public with information on policies that can transform communities and promote prevention and wellness across the lifespan. This session will discuss the main platforms and tools for media advocacy, and highlight their specific strengths in creating a campaign that will resonate with your key audience, gain momentum and inspire action. Prevention Institute's successful multi-platform action campaign against the food industry's deceptive marketing practices “We're Not Buying It: Stop Junk Food Marketing to Kids,” will be used as an illustrative case example. Presenters will share how to choose the communications approach that can best achieve your campaign goals; provide tips on framing your message and action; and describe how to design and implement social media strategy. This session will discuss how to develop strategic research that moves a policy conversation and captures headlines, create and launch a video on YouTube, craft an online petition or action campaign, and leverage your reach on Facebook and Twitter in order to produce a viral campaign that engages your audience, builds your organization's supporter base and has lasting, measurable impact on policy-makers, political leaders and other decision-makers.

Learning Areas:
Advocacy for health and health education
Chronic disease management and prevention
Communication and informatics

Learning Objectives:
Identify communications approaches that best match their organizational goals Discuss the benefits, drawbacks and costs of different communication strategies Effectively measure a campaign’s reach and impact Create and build a responsive network of community advocates Apply the lessons learned from past media advocacy campaigns to their own advocacy efforts

Keywords: Media Advocacy, Communication

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: Lily Swartz is qualified to present because she coordinates, and implements Prevention Institute’s communications approach and efforts, including overall strategy development, media advocacy, media outreach, and technical support. She also developed and maintains the organization’s social media strategy, designed to expand the reach and impact community prevention work.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.