142nd APHA Annual Meeting and Exposition

Annual Meeting Recordings are now available for purchase

Cure Violence's (CV) public education campaign: How to amplify indivdiual and community change outcomes via an indicated media campaign

142nd APHA Annual Meeting and Exposition (November 15 - November 19, 2014): http://www.apha.org/events-and-meetings/annual
Monday, November 17, 2014 : 11:06 AM - 11:24 AM

Dan Cantillon, PhD , School of Public Health, Cure Violence, University of Illinois at Chicago, Chicago, IL
Jalon Arthur, MS , School of Public Health, University of Illinois-Chicago, Chicago, IL
Cure Violence (CV) has emphasized a comprehensive, multi-level, community-based approach to working with the highest of high-risk youth and young adults in extremely disadvantaged and most often urban neighborhoods. In 2014, CV introduced a new public education campaign tailored to the needs of this high-risk target group with multiple messages emphasizing how to ‘help a friend’ avoid violence, and/or to engage in peaceful conflict resolution. The presentation will show examples of this campaign and how it was integrated with the multi-level intervention; for instance, how outreach workers reinforced the tag lines of the campaign thru 1:1 work, how it was incorporated into community dialogues and workshops, and how community activities were organized around these themes. Prior to the campaign, 400 surveys were conducted across three neighborhoods, two of which were CV sites and one control, and follow-up surveys will be conducted this summer. Data will be analyzed to assess basic outcomes like awareness of the campaign and gain in knowledge, as well as if there were any reported difference in behavior(s) when it comes to violence or potentially violent situations. Qualitative data (focus groups, interviews) will be utilized to augment lessons learned implementing a city-wide violence reduction and prevention media campaign. Implications for other community-based programs that extensively use community health workers will also be discussed.

Learning Areas:

Implementation of health education strategies, interventions and programs
Public health or related education
Public health or related research

Learning Objectives:
Describe the multi-level nature of Cure Violence's (CV's) public education campaign to reduce and prevent violence Explain how the campaign is designed to amplify individual and community change outcomes Evaluate the impact of the public education campaign on changing attitudes and high-risk behavior in the community

Keyword(s): Urban Health, Violence & Injury Prevention

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am the principal investigator for evaluating the campaign's effectiveness.
Any relevant financial relationships? Yes

Name of Organization Clinical/Research Area Type of relationship
UIC, Cure Violence Public Health Employment (includes retainer)

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.