BPK 340 - Module 9

What are campaigns

A connected series of operations designed to bring about a particular result

What are health promotion campaigns

Are organized efforts that use targeted strategies to inform, motivate, and support individuals or communities in adopting healthier behaviors

5 defining portions of campaigns

1. Goal-oriented

2. Attempt to inform, persuade, or motivate change

3. Aimed at well-defines, large audiences

4. Occur during a given time period

5. Involve an organized set of communication activities

Campaigns have: (8)

Target groups

Central message (objective, slogans)

Strategy (The big plan)

Tactics (The specifics)

Partners

Stakeholders

Gate keepers (obstacle to overcome)

Outcomes

Strategy

A global plan to reach a long-term goal

Tactic

Specific on how you will implement the plan

Strategy vs. Tactic (plus an example)

Strategies = big picture plan (overall approach to achieve health goal)

Tactics = the specific actions you take to carry out that strategy

Example:

Strategy - increase PA among teenagers

Tactic - launch an TikTok dance challenge, partner with local sports clubs, create school-based walking programs

Goal of “Bell Let’s Talk”

Promote mental health awareness & reduce stigma

“corporate social responsibility program”

How the goal has been reached since 2010 of “Bell Let’s Talk”

$139M+ invested in mental health initiatives

Supported 1,500+ mental health partners

Reached millions of Canadians

Key Feature of “Bell Let’s Talk”

Annual Bell Let’s Talk Day

• sparks nationwide conversations and awareness

Target groups of “Bell Let’s Talk”

Primary = Canadians with mental illness

Secondary = employers

Central Messages of “Bell Let’s Talk”

It is not your fault

Do not be afraid of being judged

There is help available
Just be open (talk about it!)

Four Pillar Strategy of “Bell Let’s Talk”

Anti-stigma

Community care and access

Research

Workplace mental health

Some examples of tactics of “Bell Let’s Talk”

Social media: for every interaction on social media using #bellletstalk, bell donates 5cents

Bus stand billboards

Television

Spokesperson Clara Hughes

Workshops for senior managers

Fellowships and grants for researchers

Outcomes of “Bell Let’s Talk”

1500+ orgs. provide mental health support supported by Bell Lets Talk

6,956,297 Canadians have been supported through programs funded by Bell Lets Talk

½ of Canadians say they have taken action since Bell Lets Talk Day began

Main controversy of “Bell Let’s Talk”

Corporatization of mental health

Some bell employees said that the company did not promote mental health among workers

Icelandic Model, Basis

Systemic alcohol abuse big problem in Iceland

Based on Social deviance models not behaviour change theory

Goal = reduce substance abuse in adolescents

Target = society/community

Environment and Social context of Icelandic Model

Lack of environmental sanctions

Low individual and/or community investment in traditional and positive values

Lack of opportunities for participation in positive and prosocial development

Social deviance model

People will stray from social norms, reduce the number of people that do so

Areas that are targeted in Icelandic Model

Family

Leisure Time

Peer Group

School

Individual

Icelandic Model Guiding Principles (strategies) 5 of them

1. apply a primary prevention approach that is designed to enhance the social environment

2. emphasize community action and embrace public schools as the natural hub of neighborhood/area efforts to support child and adolescent health, learning, and life success

3. engage and empower community members to make practical decisions using local, high-quality, accessible data and diagnostics

4. integrate researchers, policy makers, practitioners, and community members into a unified team dedicated to solving complex, real-world problems

5. match the scope of the solution to the scope of the problem, including emphasizing long-term intervention and efforts to marshal adequate community resources

Icelandic Model Tactics

Curfews for different ages

Laws banning tobacco and alcohol under 18 and 20

Banned alcohol and tobacco ads

Law required parental orgs. in schools

Voluntary signed agreements by parent\ to not buy alcohol, check on friend groups, etc.

Talks for parents - not “quality time”

Parental guidance - changing norms

Increased funding for sport, art, music, etc, leisure cared $500 approx

Surveillance

Icelandic Model Outcomes

1997-2012, % youth 15-26 who reported often or almost always spending time with their parents on weekdays increased from 23% to 46%

% who participated in organized sprots at least 4x/week increased from 24 to 42%

Drinking rates in youth dropped from 56 to 5%, cigarettes and cannabis use also dropped

Model disseminated around the world

Challenges identified

D.A.R.E Goal and Strategy

Goal = drug abuse resistance education, reduce drug use in youth

Strategy = prevent use of controlled drugs

Tactics of D.A.R.E

4th to 5th grade students sign pledge not to use drugs = “graduate program”

Police officers inform students about dangers of drugs in interactive school curriculum

Outcomes of D.A.R.E

Students who participated had significantly higher rates of hallucinogenic drug use that those who did not

DARE imparts a large amount of info but has little impact, and many smaller interactive programs were more effective

Target Population of Choose to Move

Community-dwelling, low-active adults over 60 in BC

Design of Choose to Move

Choice-based, flexible, activity coach-supported PA intervention

Program provides support to seniors through group meetings, on-on-one action planning session, ongoing check-ins

Key goals of Choose to Move

Increase PA, help 60+ adults become more active with personalized, manageable plans

Reduce social isolation, encourage connections through group sessions and peer support

Promote long-term health and independence, build confidence and habits that support ongoing active living and quality of life

Expectations of Choose to Move

Personalized guidance

Community connection

It’s not a fitness class, its more about creating lifestyle changes

Backed by science

Strategies of Choose to Move

One-on-one consultation

Motivational group meetings

Telephone check-in’s

Impact of Choose to Move

Increased PA and mobility

Increased social connectedness

Decreased loneliness

Whats next for Choose to Move

Not fully satisfied with existing reach of Choose to Move

Endeavour to adapt to serve more diverse group

• ethnicity and culture

• sex and gender

• geography

• chronic disease and clinical populations

Partnerships

Formal arrangement by two+ orgs./people to develop, manage, and/or evaluate a program and share the results

Relationship involving close cooperation between parties having specified and joint rights and responsibilities

Government, non-government, private enterprises, communities

Benefits of partnerships in health promotion (6)

1. Expanded reach, partnering with schools, community groups, etc helps reach more diverse populations

2. Shared resources, combines funding, staff, expertise, and infrastructure, making campaigns more cost-effective and efficient

3. Enhanced credibility, collab with trusted community leaders or profession orgs. increases public trust and engagement

4. Diverse expertise, partners bring complimentary skills (e.g. communication, knowledge)

5. sustainability, shared ownership encourages long-term support and continued impact

6. innovation & creativity, different perspectives

Partners, Goal, Key Features, and Impact of 9-8-8 Suicide Crisis Helpline

PHAC, Centre for Addiction and Mental health Canada, 40+ local and regional crisis lines

Provide 24/7, culturally informed suicide crisis support nationwide

Accessible trauma-informed support, indigenous-centered services to ensure cultural appropriateness, long-term funding and sustainability plans

Strengthens national mental health support through a coordinated, multi-sectoral approach

Goal, Key Features, and Impact of M7M Food Market and Chron’s and Colitis Foundation of Canada

Raise funds and awareness for inflammatory bowel disease research

Annual charity BBQ day with food sales for donations, gold tournaments, themed item sales, Gusty Walk sponsorship, nationwide community participation

Over 24.3M raised, engages employees customers and communities, demonstrates long-term corporate social responsibility

Goal, Key Features, and Impact of ParticipACTION + Coca-Cola

Promote physical activity among Canadian youth

SOGO Active/Teen challenge program (microgrants & leadership opportunities for local orgs.), engaged 500,000 teens and 5,800+ community orgs nationwide, support participation in events like 2010 Olympic torch relay, Coca-Cola provided $10M in funding

Increased youth engagement in PA< highlighted the potential challenges of partnerships in health promotion (partnership ended n 2015 amid concerns over alignment with sugar beverage)

Partners, Goal,of Alberta Partnerships in Nutrition Education (Alpine)

Improve nutrition of Alberta residents

Partnership of 10 Alberta and national orgs. including: Dieticians of Canada, Alberta Milk, Health Canada, Alberta Cancer board, Canadian Diabetes Assoc.

Stakeholders

People or groups with some of the same interest as ours

Has vested interest in the outcome

Can use them as protentional partners, funders, suppliers, sponsors, etc.

Collaboration of multiple stakeholders in health promotion allows each to contribute:

Resources, expertise, and reach to maximize health impact

Stakeholders in health promotion (government, healthcare providers, community orgs, private sector, schools, media, researchers)

•Government – funding, policy, regulations

•Healthcare Providers – expert guidance, service delivery

•Community Organizations – local outreach, trust-building

•Private Sector – funding, marketing, broad reach

•Schools & Educational Institutions- integrate health program

•Media – raise awareness, shape public perceptions

•Researchers – provide evidence, best practices

Stakeholders involved in Bell Lets Talk

Corporate - Bell: provides funding and media platforms

Nonprofits, mental health orgs: develop content, provide counseling resources

Govern. and public health: Offer guidance on mental health policy and public messaging

Media, and public figures: amplify awareness and normalize conversations

Impact of Stake Holders Bell Lets Talk

Funding and resources, enabled nationwide campaigns and support

Reach and awareness, from media coverage and celeb participation

Credibility and expertise, as ensured accurate and culturally sensitive messaging

Policy alignment due to collab with public health agencies strengthened messaging consistency and sustainability

How many stakeholders in Active Canada 20/20

1,700, including experts, orgs, and communities across Canada

Key objectives of Active Canada 20/20

Increase PA levels across all age groups

Reduce sedentary behavior and related health risks

Promote a culture of active living through coordinated efforts

Strategic areas of focus for Active Canada 20/20

Policy and advocacy: influence policies that support PA

Community engagement: foster environments that encourage active living

Education & awareness: raise public awareness about the benefits of PA
Research and evaluation support research to inform and evaluate strategies

Stakeholders example: Child oral health

They all want children to care for their teeth

Dental hygienists talk to groups of elementary school children

Canadian Dental Association endorses campaign

Colgate supplies free toothpaste

Gatekeepers

People who stand between us and the end user audience. Their permission, support, assistance, and collaboration may be crucial

Eg. if you target schools, you need principals and other admin to be on side

Gatekeepers roles in campaigns

Grant or restrict access to communities, schools, workplaces, or media

Influence trust and credibility of campaign within population

Shape the way messagers are recieved and acted upon

Gatekeeper impact examples

A school principal deciding whether a nutrition program can run in school

Community leaders endorsing or discouraging participation in health screening

Media editors controlling which health messages get published

*engaging gatekeepers effectively is critical for campaign reach, acceptance, and success

Evaluation of Promotion, Purpose and Function

Measures how well a campaign achieves its goals

Function

• identifies what works, what doesn’t, and why

• ensures resources are used effectively

• demonstrates impact to funders, stakeholders, and the community

• guides improvements for future campaigns

Evaluation of Promotion, Types

Formative - shapes campaign design before launch
Process - monitors implementation during campaign

Outcome/Impact - assesses short and long-term results

Evaluation turns good intentions into proven results

Measures of success

Check your actions, did you do what you planned?

Measure impact: did it make a difference?

Test approach: was design and theory effective?

Consider costs: was it worth the money?

Assess community goals: were the needs and priorities of community met?

Use evidence: base decisions on solid data

Why does accountability matter in health promotion

shows the public and funders that the money and resources spent made a real difference

Tools/examples of accountability in health promotion

CDC registry of effectiveness

Program assessment rating tool

Canadian best practices portal

PHRED program

Process evaluation

check implementation: were all parts of the program caried out as planned?

track activities: how many materials were created and shared? how many education sessions were held? how many community partners were involved?

test the theory: did the underlying theory work in practice?

replication: can the program be repeated with similar results?

fidelity: was the program delivered the way it was designed?

dosage: did participants get enough exposure to the program to make an impact?

Fidelity vs Dosage

Fidelity - degree of exactness with which something is copied reproduced

Dosage - amount of effect based on investment

Impact Evaluation

Measures change: assesses whether the campaign made a real difference in health behaviors, attitudes, or outcomes

Connects to Goals: shows if the program achieved its intended results

Proves effectiveness: provides evidence to stakeholders and funders that the campaign works

Informs future work: identifies successful strategies and areas for improvement

Supports accountability: demonstrates that resources were used wisely

Bottom line: impact evaluation turns results into proof - and proof into better health programs

Outcome evaluation

Measures long-term results: looks at whether the campaign achieved its ultimate health goals

Assess sustainability: checks if changes in behavior or health outcomes last over time

Demonstrates public health impact: shows improvements in population health, such as reduced disease rates or improved quality of life

Guides policy & funding: provides strong evidence to support continued or expanded programs

Ensures accountability: confirms that investments led to meaningful, lasting change

Bottom line: outcome evaluation proves whether a health promotion campaign creates real, lasting benefits

Outcome Evaluation Community Paramedicine in Social Housing

Goal, Approach, Results, Impact

Goal: improve health and reduce emergency calls for older adults in subsidized housing

Approach: paramedics delivered health checks, risk assessments, and lifestyle advice on-site in 30 Ontario social housing buildings

Results:

• ~10-11 fewer ambulance calls per 100 units each year

• Better diabetes risk scores (CANRISK)

• improved quality of life and blood pressure control

Impact: lower emergency service use and healthier residents - proof prevention works

Examples of process, impact, and outcome evaluation

Process: # of workshops held, materials distributed

Impact: increase in PA within 3 months

Outcome: Lower rates of heart disease over 5 years