Lessons Learned from Diverse Efforts to Change Social Norms and Opportunities and Strategies to Promote Behavior Change in Behavioral Health Proceedings of Two Workshops (2017) / Chapter Skim
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3 Methods
3 Methods
Pages 25-36
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She presented a case study of embedding a public health message in entertainment television. Rebecca Palpant Shimkets, associate director, Rosalynn Carter Fellowships for Mental Health Journalism of the Carter Center Mental Health Program, is also a committee member.
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She then presented the methods that were used to evaluate this public health message. Rideout explained that the week before the episode aired, a nationally representative, random digit dial telephone survey was conducted in which respondents were screened to identify frequent viewers of this television show.
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Rideout suggested that delivering public health messages on an entertainment television show -- a nontraditional platform for communicating about a health issue -- can have a large and powerful impact on viewers. She noted that the reach of the platform may be enormous.
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. Suicide Palpant Shimkets noted the emergence of a number of media guides globally on reporting on suicide.2 She argued that more work is needed in 2 In 2015, The Carter Center Mental Health Program released The Carter Center Journalism Resource Guide on Behavioral Health (The Carter Center, 2015)
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She showed a slide indicating that articles focused on individuals are more likely than generic news stories to have discriminatory content and danger as a theme; and in Canada, up to 83 percent of articles covering mental illness did not include the voice of an individual with a mental illness (Whitley and Berry, 2013; Whitley et al., 2015) .3 Images, Headline, and Language Palpant Shimkets shared that she had recently participated in a meeting with the Global Alliance for Stigma Reduction, in which representatives of 12 countries around the world work together on these issues.
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Palpant Shimkets explained that the Rosalynn Carter Fellowships for Mental Health Journalism is a year-long fellowship program for professional journalists. She explained that journalists remain in their newsrooms during their fellowship year, which extends exposure to the project to their editors, colleagues, peers, and people who are engaging with them.
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The CDC recommended using television in particular for broad mass reach and suggested the need to reach at least 75 to 85 percent of the target audience, airing approximately 1,200 gross rating points (GRPs) (a measure of TV media dose)
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It has moved from using traditional media, either on or off air, to using all of the new digital platforms, including those that require steady streams of content, engagement, and discourse. Today, Vallone reported, truth campaign messages are disseminated through an integrated approach, utilizing the interplay among television, digital, and social media platforms.
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She underscored that the presentations showed how progress can be made by working at all levels -- culturally, creatively, scientifically, and technologically -- to get effective messaging where it will be seen and heard. The discussion that followed centered primarily on questions related to connecting mental and physical health in messaging; message decay and unintended consequences; violence, mental health, and public attitudes; and challenges in using television and digital media platforms.
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A related question came from Vanessa Wellbery, who conducts government relations and community outreach for an organization that provides permanent supportive housing to formerly homeless women with a mental health diagnosis. She asked about the effect of education and awareness in sometimes pushing people further away from the facts.
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Challenges in Using Television and Digital Media Platforms Patrick Zornow of Vanguard Communications and the George W ashington University School of Public Health asked about issues to consider in identifying opportunities to integrate public health messages into entertainment. Rideout replied that this is a difficult undertaking and that one of the key issues in content integration is the investment required.
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She emphasized that with public health messaging, the task is more difficult than saying "drink our soda instead of the other guy's soda," but it can be achieved through parallel investments in research and in applied efforts in the entertainment community and in messaging.
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