CDRR SFY 2016 Communication and Promotion CDRR 1 st Quarterly Regional Meeting September 4, 2015 Our Mission: To protect and improve the health and environment.

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CDRR SFY 2016Communication and

Promotion

CDRR 1st Quarterly Regional MeetingSeptember 4, 2015

Our Mission: To protect and improve the health and environment of all Kansans.

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Laurie HarrisonCommunications Coordinator for CDRR

Kansas Department of Health & [email protected]

785-296-1820Location: Topeka KDHE Office

Our Mission: To protect and improve the health and environment of all Kansans.

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Agenda

• Communication and promotion requirements for SFY 2016

• Tracking everything in Catalyst• Communication and promotion resources • Next steps

Our Mission: To protect and improve the health and environment of all Kansans.

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• Creating a sense of urgency surrounding the tobacco epidemic in Kansas

• Addressing perception that the problem of cigarette smoking is solved

Our Mission: To protect and improve the health and environment of all Kansans.

Communication RequirementsOverview

The Health Consequences of Smoking: 50 Years of Progress

A Report of the Surgeon General

1964 2014

The Grim StatisticsBetween 1964 and 2014:

Over 20 million Americans died because of smoking, including 2.5 million nonsmokers More than 100,000 babies

Smoking is still the leading cause of preventable disease and death in the United States.

What We’ve LearnedThe Killer Cigarette

Smoking risks are more deadly than 50 years ago. Smokers inhale over 7,000 chemical

compounds. At least 70 CAUSE

CANCER.

What We’ve LearnedThe Killer Cigarette

Smoking causes disease in nearly every organ. Secondhand smoke kills more than 41,000 nonsmokers

every year. There is no safe level of SHS exposure and NO SAFE

CIGARETTE.

21st Century Tobacco Use

Between 2010 and 2014 smoking caused:

Nearly half a million premature deaths a year More than 87% of all lung cancer deaths 61% of all pulmonary deaths 32% of all coronary deaths

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• Strategy E.1.1.– 3 Requirements

• Strategy E.1.3– 2 Requirements

Communication RequirementsGroup E: Communications & Promotions

Increase public and decision-makers’ knowledge of chronic disease and generate buy-in (E)

Increase knowledge of chronic disease (E.1.1.)

Generate buy-in from public and decision-makers (E.1.2.)

Communications and PromotionsWhat are we trying to do?

1. Increase public and decision-

maker knowledge of the following:

Chronic disease

Tobacco use

Secondhand smoke

exposure

Tobacco-related

disparities

Physical activity

Nutrition

2. Generate buy-in from targeted

publics and decision-makers

Communications and PromotionsHow?

Paid Media

Public Relations

Earned Media Efforts

Social Media

SuccessStories

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Communication RequirementsE 1.1.: Increase Knowledge

E.1.1.3. Attend media and public relations training provided by TUPP to publicly speak about the dangers of tobacco use, SHS, and tobacco-related disparities

Increase public and decision-

maker knowledge

E.1.1.1. Integrate QL promotion into your tobacco control activities

E.1.1.2. Capitalize on local interventions, national reports, and current events to generate earned media

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TUPP Ad Catalog 2013

SFY 2016 CommunicationE. 1.1.1.:Quitline Promotion

www.kdheks.gov/tobacco/media_resources.htm

BillboardsBus Shelter SignsFlyersOnline adsPostersPrint adsTear Sheets

TUPP Ad Catalog 2015

BillboardsBill StuffersBookmarksBus Shelter SignsFlyersOnline adsPostcardsPostersPrint adsT-shirtYard Signs

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• Brochure – English and Spanish• KanQuit Card – English and Spanish• Pet health brochure• Poster• Tote bag• Water bottle• Smokeless tobacco brochure• 6 foot event banner (contact your

Community Health Specialist for check-out)• Yard sign, window cling , smoke-free

building sign, smoke-free playground sign (contact your Community Health Specialist)

SFY 2016 CommunicationQuitline Promotion

Contact Matthew Schrock unless otherwise noted.

Communication RequirementsE.1.1 Increase Knowledge – Other Resources

• Communications planning documents• Ongoing tobacco-specific data and

materials• Ongoing Swiss cheese news releases• Ongoing CDC resources• Upcoming media/PR training• Ads in the Media Campaign Resource

Center

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Communication RequirementsE 1.2.: Generate Buy-In

E.1.2.2.

Complete one success story per approved program area per year using the Success Story Form

E.1.2.1.

Perform public relations efforts geared toward specific groups of the public and decision-makers

Generate buy-in from targeted

publics and decision-makers

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Communication RequirementsE 1.2.: Generate Buy-In

E.1.2.1.

These public relations efforts target and engage specific decision-makers and target and engage specific members of the public.

• Speaking engagements• One-on-one meetings• Informational letters• Presentations• Fact sheets• Other

Efforts include:

• Decision-makers: local/city/county officials, state legislators, business leaders

• Members of the public: a PTA, a health care provider, a school board, a farmers market, a multi-unit dwelling, a bike-walk committee, a food council, etc.

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Communication RequirementsE 1.2.: Generate Buy-In

• Tobacco story required• PAN story required if you

perform PAN activities• CDSME story required if

you perform CDSME activities

Use the Success Story Template (a PDF fillable form) for each story.

Download from either the CDRR Media Resources page or the CDRR Program Resources page.

www.kdheks.gov/tobacco/media_resources.htmwww.kdheks.gov/tobacco/grantee_resources.htm

E.1.2.2.

Complete one success story per approved program area per year using the Success Story Form

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Communication RequirementsGenerate Buy-In: Success Stories

Template has questions to consider plus think about these successes throughout the year:

Bringing groups together Getting varied groups and people

on the same page Getting buy-in from decision-

makers Leveraging a resource Unanticipated results Partnerships that were developed A challenge overcome

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Communication RequirementsGroup D Item (1 of 2)

Workplan D. 3.1.4.

Promote the KDHE “Brief Tobacco Intervention” web-based training to healthcare providers in the community

kstobaccointervention.org

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Brief Tobacco Intervention Resources for Promotion

• PowerPoint slide deck for CDRR• PowerPoint slide deck for the public• Talking Points for CDRR• Fact Sheet for the public• Flyer• News release• Social media posts

www.kdheks.gov/tobacco/cessation.html

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Communication RequirementsGroup D Item (2 of 2)

Workplan D. 5.1.1.

Promote and coordinate the expansion of CDSME programming opportunities and their reach

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Chronic Disease Self-Management EducationResources for Promotion

• A set of materials available for three audiences: organizations, worksites and providers– Print ad, newsletter ad, email blast– PowerPoint– Fact sheet– Elevator speech– Talking Points– FAQs

www.toolsforbetterhealthks.org

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• Strategy E.1.1.– 3 Requirements

• Strategy E.1.3– 2 Requirements

Tracking Comm/Prom in Catalyst1. Enter progress in Requirements.

4. Click save (blue checkmark) found at the bottom of the screen.

2. Scroll down and click on Add Progress.

3. Enter progress.

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Strategy E11 Increase awareness and knowledge of chronic disease

E111 Requirement Integrate QL promotion into your tobacco control activities

Tracking Paid Media

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After you click on “Add Progress”, a screen appears where you will enter info and click on series of check boxes to enter paid media.

PAID MEDIA

DATE

TYPE OF PAID MEDIA – check box

MEDIA OUTLET

NUMBER OF TIMES

REACH

You can see everything you’ve entered.

REPORTING PERIOD

Month, Quarter or Mid-Year/End

Tracking Paid Media

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Strategy E11 Increase knowledge of chronic disease

E112 Requirement Capitalize on local interventions, national reports, etc.

Tracking Earned Media

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EARNED MEDIA

TACTIC – the activity

TYPE OF MEDIA – check box

MEDIA OUTLET

NUMBER OF TIMES

REACH

After you click on “Add Progress”, a screen appears where you will enter info and click on series of check boxes to enter earned media.

TOPIC AREA – tobacco, PAN, CDSME

REPORTING PERIOD

Tracking Earned Media

You can see everything you’ve entered.

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TYPE OF MEDIA – check box

You track social media in the paid and earned media in Requirements E111 and E112.

Click on social media in the Type of Media section to track social media.

Tracking Social Media

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Requirement E111Did you spend money to purchase an ad to run on Facebook, Twitter, or other social media outlet? If yes, then report progress in E111 (paid media).

Tracking Social Media What Type of Media: Paid or Earned?

Requirement E112 Did you post on Facebook, write a Tweet, or write something for a blog? Was this content free? If yes, then report progress in E112 (earned media).

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TRAINING

DATE

WHO ATTENDED

Strategy E11 Increase awareness

Requirement E113 Attend media and public relations training provided by TUPP

After you click on “Add Progress”, a screen appears you will enter info about media training.

REPORTING PERIOD

Tracking Media & Public Relations Training

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TYPE OF PR EFFORT/ACTIVITY

Strategy E12 Generate buy-in

E121 Requirement Perform public relations geared toward specific groups of the public and decision-makers

DATE REPORTING PERIOD

Tracking Public Relations

REACH

TOPIC AREA – tobacco, PAN, CDSME

AUDIENCE - officials

AUDIENCE – targeted group of public

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PROGRAM AREA

Strategy E12 Generate buy-in

E122 Attach success story or stories

REPORTING PERIOD

Tracking Success Stories

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Track your promotional work for this activity in Workplan D314

ACTIVITY PROGRESS

PEOPLE DIRECTLY AFFECTEDadults, youth healthcare providers

BARRIERS

REPORTING PERIOD

Tracking Promotion of the Brief Tobacco Intervention Online Course

UNEXPECTED SUCCESSES

PEOPLE EDUCATEDadults, youth healthcare providers

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• BTI online training, CDSME, Quitline materials

• CDRR Success Story publication

• Media training soon

• Catalyst guidance document

SFY 2016 CommunicationResources & Next Steps

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“Kansas Chronic Disease Risk Reduction Program Overview & Local Success”Thrive Allen CountyBarton Co Health DeptNorton Co Health DeptSedgwick Co Health DeptOsage Co Health DeptPottawatomie Co Health DeptRepublic Co Health Dept

SFY 2016 CommunicationResources: New Publication

www.kdheks.gov/tobacco/grantee_resources.html

Our Mission: To protect and improve the health and environment of all Kansans.

www.kdheks.gov