271730 Leveraging media to advance food and public health policy

Tuesday, October 30, 2012 : 8:53 AM - 9:11 AM

Haven Bourque , Haven B Media, San Francisco, CA
Lena Brook , Haven B Media, San Francisco, CA
The success of food system advocacy campaigns often rests on the ability of an organization to appropriately position and frame the issues they are communicating to the public. The presenter, from a noted San Francisco-based media group, will present a series of case studies emphasizing effective communication strategies around complex food system issues. Clear examples of approaches that have not succeeded to their full potential will also be illustrated. Case studies will emphasize campaigns that took advantage of multiple media platforms, including social media. The goal of our presentation is for the audience to understand how public health and other organizations can most successfully leverage media in advancing food and health policy change. Participants will learn about and distinguish between positioning and framing strategies, as well as gain a deeper understanding of how to engage the media on food and health issues.

Learning Areas:
Communication and informatics
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs
Public health or related education

Learning Objectives:
1. Describe the difference between positioning and messaging in the context of food system campaigns; 2. List 2-3 messaging / communications strategies that should be considered for a successful food system advocacy effort; and 3. Compare and contrast the benefits and opportunities offered by traditional media and social media in advancing public health/food systems messaging to the public.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am the founder and head of HavenBMedia, a communications consultancy that works with NGOs, companies, agencies and others on framing, communications and social media strategy, particularly around food and food systems issues.
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.