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WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
Effective Health Communication Strategies: Global and Local Perspectives
Michael Mackert, Ph.D.Deputy Director, UT Center for Health Communication
Associate Professor, UT Stan Richards School of Advertising & Public RelationsAdjunct Professor, UTHealth School of Public Health
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
Agenda
• The value in looking for international examples
• Building effective messages
• A case study: involving men in prenatal health promotion
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
LOOKING ABROAD FOR ANSWERS
Imitation is not just the sincerest form of flattery - it's the sincerest form of learning.
-George Bernard Shaw
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
An Exercise in Creativity
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
In Advertising…
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
DEVELOPING EFFECTIVE MESSAGES
Give me six hours to chop down a tree, and I will spend the first four sharpening the axe.
-Abraham Lincoln
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
A Change in Approach
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
We Want Behavior Change
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
Developing Effective Messages
• This isn’t always a linear process
• Think “organic”
Research
Insight
Strategy
Creative
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
Getting the Right Question
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
When Education Isn’t the Answer
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
When Education Really Isn’t the Answer
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
Across Health Contexts
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
MEN AND PRENATAL HEALTH
Others have seen what is and asked why. I have seen what could be and asked why not.
-Pablo Picasso
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
Men and Prenatal Health Promotion
• Research in developing countries suggests getting men involved in maternal and child health improves outcomes for mom and baby
• In the U.S. we largely ignore half the U.S. population regarding prenatal health promotion
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
So you’re having a baby…
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
Your baby is the size of Swiss chard.
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
A New Intervention
• The Goal: Develop content for (potentially low health literate) dads-to-be to help them prepare for the arrival of their child
• Targeting a “non-traditional” audience requires formative research and ample pilot testing
• Think about both content AND style
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
Men’s Pregnancy Playbook
WHAT STARTS HERE CHANGES THE WORLD
Center for Health Communication @UTHEALTHCOMMMoody College of Communication
MICHAEL MACKERT, PH.D.DEPUTY DIRECTOR, UT CENTER FOR HEALTH COMMUNICATIONMACKERT@UTEXAS.EDUHTTP://HEALTHCOMMUNICATIONRESEARCH.COM | HTTP://MENSPREGNANCYPLAYBOOK.COM
A good plan violently executed now is better than a perfect plan next week.-General George S. Patton
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