@heart Newsletter / Vol. 1, No. 3 Winter, 1998
- Heart Health Project Identity
- Project Identity Stories
- Overcoming obstacles in mass-media campaigns - Multi-media pays off for Sudbury Heart Health box!
- Tips on Identity - @Brant, Haldimand-Norfolk
- Heart Healthy Heroes to the rescue! - Community Projects
- Healthy Eating
-Food Steps - Tobacco
- Resources
- Events of Interest
Heart health project identity
The focus of this issue of @heart is on project identity. In addition, resources and "happenings" from the field are included to assist with your community efforts.
Fun and games or strictly business: what image does your heart health organization want to project to your community?
Although some groups develop their project identities almost by accident, those who work with community-based health promotion committees and coalitions across Ontario know that a strong identity is an important contributing factor to success.
Luba Magdenko, a consultant with the Health Communication Unit at the University of Toronto's Centre for Health Promotion, says project identities have become increasingly important.
"Until now, organizations may not have realized the importance of having an identity," she explains. "There was no real framework for developing an identity, and groups tended to focus more on deliverables -- the things their communities needed right away."
However, faced with shrinking resources, groups are forming partnerships and working to attract additional support. "Now, an identity helps give everyone in a project a clearer sense of what and why they are doing what they do," she adds.
And it's no longer enough to simply create a cute mascot, although being seen as "user-friendly" is still important when working with youngsters and youth. However, this must be balanced with a sufficiently "adult" image to maintain credibility in settings such as the workplace. Corporate partners often appreciate a more sophisticated approach.
So how does a group go about creating an appropriate image? Ms. Magdenko says the first step should be to complete a formal visioning exercise -- one that defines values, specifies goals and develops a mission statement. "A lot of groups have done this, but it is very difficult in times of change such as we are experiencing now," she says.
So . . . the first step for new Heart Health communities is to create a vision that all partners have "bought into", and ideally helped to create.
The Health Communication Unit has a workbook, Identity Matters: A program planning tool for community workers, available to community organizations seeking to develop a project identity. Prepared by Manifest Communications Inc. of Toronto, (a firm specializing in social marketing) the workbook discusses the importance of having an identity, examines the various elements that contribute to a project's identity -- words, graphics and imagery -- and provides helpful hints on a variety of implementation and management issues. The workbook can be ordered through the HCU's web site: http://www.utoronto.ca/chp/hcu
Some Project Identity Tips:
On choosing a name: ". . . when people say your name, you want them to have a very clear and immediate understanding of who you are, what you offer and why. . . . Choose those words carefully. Every word has the power to define an image, an idea, a relationship in the minds of your priority group."
On using a logo with graphics: " (Most people) assume that it is not possible to have an identity without a logo that has a graphic. . . . Not so. Symbols do have many benefits (but) words can work very well on their own. Consider Coke and Kleenex, for example."
On using colour: "The first rule of colour selection is this: Don't depend on it. (Your) graphic identity must have the ability to work in plain black and white because that is how it will appear over and over again. . . . Don't change colours -- ever. In cases where your colour is not available or is to expensive to use, don't compromise . . . go black and white.. . . Keep your palate simple. Go with standard colours." Consider also the colour compatibility with key partners.
The workbook also provides four basic rules for mobilizing your community with your identity:
- Apply it. Make sure that it is used appropriately anywhere and everywhere . . .
- Share it. Make (it) available to those organizations . . . who partner with you . . .
- Display it. Make sure (it) is visible throughout the community and becomes an environmental presence . . .
- Protect it. Make sure you have complete control of how your identity is used and by whom.
The HHRC recognizes the work of Jim Cowan & Donna Mitchell in capturing these stories.
Project identity stories
Overcoming obstacles in mass-media campaigns
One of the common obstacles faced by groups seeking to create community awareness through mass media -- whether it be print or broadcast media -- is waste. It always seems there are a lot of readers, listeners or viewers that fall outside your target audience.
And while it wasn't a primary goal of the program, waste reduction was very much an added benefit when the health units of Brant, Halton, Hamilton and Niagara got together last year to launch a campaign against second hand tobacco smoke.
The three-phase campaign was funded by the Ontario Ministry of Health and was designed specifically to educate parents of children 12 years and under about the dangers of second hand smoke to children and provide ideas for helping them avoid this hazard. The campaign was built around the slogan: "Kids Need Breathing Space . . . Take Your Butt Outside."
In the first phase of the campaign, transit advertising was placed with a bus line that serve all four regions; in phase two, newspaper and radio advertising was added; and in the final phase, television ads were included in the mix. Brant County also used billboard advertising during phase three.
Dianne Gammon of the Brant County Health Unit said the project made efficient use of previously prepared materials. For example, the radio spots were based on the audio track of television ads developed by the Centre for Disease Control, and the television commercials were "recycled" from a campaign by Physicians for a Smoke Free Canada. "We just added our own message to the end, and as long as they receive credit, they were happy to let us use them," she said.
Campaign coordinator Jodi Thesenvitz says one of the biggest concerns was "making the money" (the project budget was $130,000) work the best and equally serve all four regions." This was one of the advantages of focusing on the "big city" media, because the Hamilton Spectator is read across the region, and radio and television stations reached beyond their immediate areas.
"Television was the big (advantage of the program)," Jodi explained. "Usually, if you are in just one community, you end up paying for a much larger area than you want." With the large area covered by the four health units, television advertising made sense.
"It's always challenging to get four health units to agree on everything," she added. "It takes time and patience, and you have to be sure everyone knows you respect their opinions."
Three important lessons demonstrated by the program are:
. There's plenty to be gained by finding media that covers a large area, then putting together a partner group that can make use of the wide coverage.
. Media campaigns don't have to be expensive. By adapting existing materials (with proper permission and credits, of course!), even broadcast advertising is possible on a modest budget. Don't forget to ask for not-for-profit 2 for 1 rates.
. Before starting a project, talk to as many people as possible who have completed similar projects. "There are some things you just won't anticipate until you've made the mistake," Jodi said. "Do your groundwork, and learn from others."
[Contents]
Multi-media pays off for Sudbury heart health
Very early in the Sudbury Hearth Health initiative, organizers decided that "communications" would be a keystone of their efforts. That decision paid off not only by increasing awareness of heart health risk factors, but also by paving the way for many of the other initiatives undertaken in the community.
Research had demonstrated that premature cardiovascular disease is the number one killer in Sudbury, and organizers hoped that their media campaign would achieve three goals: increasing awareness and understanding about the disease in the community, preparing it to change; building support for the Heart Health program by influencing public opinion and social norms; and establishing a profile and identity for the intervention in the community.
The question was: "How do we create awareness?" The answer: undertake a long-term campaign involving as many media channels as possible.
Sudbury Hearth Health's Judy Courtemanche says the results were outstanding. "Using a multi-media approach gave us a greater impact over a longer period of time than using a single outlet," she says.
The groundwork for the initiative was prepared by forming a public relations team and hiring a creative firm to design public relations products. Then, the program set about putting its distinctive logo on as many promotional items as possible: pens, fridge magnets, mugs, newsletters, signs on buses and in areas -- even as a decorative Parks and Recreation flower bed! At the same time, a news media campaign was cranked up using articles, interviews, television and radio appearances, and some paid advertising, which helped to build relations with media people.
The publicity did not occur in a vacuum, however. The promotional materials supported other interventions by creating awareness, promoting activities and providing materials to use as hand-outs at various events.
The results were outstanding: during the campaign of two years, seven television shows, 325 radio advertisements, 65 installments of lifestyle and testimonial ads in three newspapers, a nine-hour telethon, a regular monthly heart health feature in a monthly publication and eight heart health columns in the local daily newspaper.
While the results speak for themselves, the intervention required what the Heart Health program describes as "substantial resources". However, retaining the creative firm was "one of our best decisions" and resulted in not only the paid-for services, but many hours of volunteer time by the head of the company.
Other lessons:
- Media can be a key player in heart health. Spending a little on paid advertising helped build the initial relationships. So did involving media representatives directly in the program by conducting Health Risk Assessments in their workplaces.
- Media advocacy is another useful health promotion tool, but health promoters need the skills to use it.
- Take a "systems approach" to look at the way sectors work together and understand how to bring about change.
- Be strategic. Consider every opportunity, and recognize the interaction and potential impacts of long term relationships.
Tips on Identity
We break this down into 4 phases:
Research and analysis
- Create guidelines to follow
Design development
- Develop the actual graphic image according to the previous research
Design application and implementation.
- Devise basic identity standards and apply them. Think about potential uses... promo materials, billboards & stationery.
Design implementation
- The key. It is important to establish a plan and stick to it.
The Elements of Identity
- The two basic components of visual identity are a name and a mark (symbol). Recent trends have moved away from the 'bug-and-logo' solutions to all-type treatments. Typography, however, remains the primary medium for an organization's image. If a symbol is the most appropriate solution, it should be memorable, unique within the industry, flexible in application, and reproducible in all sizes and media. It should be effective in black-and-white as well as colour.
- It must avoid any negative overtones.
- It should make the organization stand out in the sea of symbols and identities.
- Logo must be as effective on billboards as on business cards.
- Corporate identity reaches priority audiences with clear message.
Provided by:
The Graffic Link Design Studio
& Nancy Dubois
[Contents]
@Brant, Haldimand-Norfolk:
Heart Healthy Heroes to the rescue!
Evaluation is a difficult stage of any project, especially when it involves influencing someone's life style. That's why direct, positive feedback is so welcome when it happens.
"How do we know that Heart Healthy Heroes works?" laughs Paula Thomlison of the Brant, Haldimand-Norfolk Heart Health project. "Well, one of our local heroes is a member at the "Y". After she was featured on our television program, another member told her that her example had motivated her to lose 30 pounds."
Heart Healthy Heroes is based on the concept that people can be motivated if examples of healthy behavioural change that are familiar to them. And what could be more familiar than your own friends and neighbours? When real people share their experiences with other "regular folks," there is no intimidation and no unattainable goals -- just one person sharing a successful lifestyle change with another.
The first step in translating that concept into action was to find individuals who were willing to "go public" with stories of how they changed their eating habits, improved their activity patterns or quit smoking. That involved a survey of volunteers, staff and other partners on the Heart Health committees, all of whom contributed names of potential heroes. Once identified, staff approached the individuals and sought their agreement to become part of the project.
Next, the stories had to be written and distributed to local newspapers. An early break came when it was discovered that a Heart Health volunteer had a journalism background and would take on the writing and editing tasks. In all, 15 stories about local heroes were written for distribution, and 11 were eventually published.
But that wasn't the end of it. As a result, the local cable outlet produced a half-hour program about the Heart Health Heroes - a program replayed many times in the area.
"The Heart Healthy Heroes project was an opportunity to highlight regular folks who had made lifestyle changes and overcome barriers," Ms. Thomlison said. "It was much better to say: 'This is what we did,' than it would have been to say: 'This is what you should do."
Some of the important lessons learned during the intervention:
- Newspapers will not necessarily cooperate just because organizers believe a project is worthwhile. While 11 of the 16 stories were published, some in more than one newspaper, the project team believes the results could have been even more positive if a greater effort had been made to have news media representatives "buy in" to the project at an earlier stage. "If we were to do this again, we would invite them to sit as advisers or ask that they make a stronger commitment to publishing the stories as regular features," organizers say.
- Many people must be approached to enlist the relatively small number actually profiled.
- People were reluctant to appear to be "blowing their own horns," or feared that they would not maintain their victories. Some, however, found it useful as a reinforcement of their commitment to better health.
- The idea that people would enjoy hearing from people such as themselves -- not intimidating health professionals or fitness trainers -- proved to be correct, especially in smaller towns with local weekly newspapers.
Community projects
Be SummerActive'98
Dates: Friday, May 22 (SNEAKER DAY) through Friday, June 19
Setting: Workplaces
Primary Audience: Inactive adult employees
Resources Available:
SummerActive '98 Guide for Leaders"
Media Kit
PROVINCIAL PRIZES!!
Get Up and Go" Bingo game materials
"Poker Walk" game materials
"How-to's" on working with "Champions"
Promotional materials on Sneaker Day, e-mail messages for the workplace, related web pages.
Call Participaction for details: 416-954-1212
Active Living Community Action Project
ALCAP can assist with your community heart health activities, especially as they relate to physical activity. Contact the Community Facilitator in your area.
. Assistance planning SummerActive
. Training for community groups
. Physical activity program ideas
. Facilitation of planning sessions
. Links to key resources & colleagues in the field
. Consultation with community partners
. Orientation on how to best use "Canada's Guide to Physical Activity"
Contact Michelle Abreu at ALCAP (416-426-6170 or michelle@ophea.org) for the name of your community facilitator.
Heart Health in Ontario loses a key player over the next year. . . Nicky McDermott, Coordinator of the Heart Health Resource Centre, has elected to return to her home in England for the next year. We wish Nicky and her young family a safe trip and happy home-coming.
Thanks Nicky!
Welcome to Audrey Birenbaum, on leave from Scarborough, as she assumes the role as of April 6th.
HHRC New Resources
.International Best Practices in Heart Health. Summaries of 9 interventions packaged to accompany the "What Worked For Us" Catalogue. Available early May.
.Information Packages
- Influencing Decision Makers (now available)
- Program Planning (available in May)
.Directory of Proposed Community Programs (Jan/98-Mar/99) from Ontario's Heart Health Coalitions (available in April)
.Watch for the next Consultation Request Form from the HHRC to secure your 2.5 days for 1998/99.
[Contents]
Healthy eating
Provincial food service program announced...
As you plan your four year heart health strategy, we are pleased to announce that the Ministry of Health has funded Toronto Public Health and the Heart and Stroke Foundation of Ontario to develop a provincial food service health promotion program. The program is being planned with the Ontario Restaurant Association, the Ontario Society of Nutrition Professionals in Public Health, the Association of Supervisors of Public Health Inspectors of Ontario and a number of public health units across the province. The program will focus on healthy eating, non-smoking seating and food safety and will be delivered through local food service establishments. As part of Phase I, the project team will be contacting you and your colleagues to collect relevant information about existing programs and resources that have been successfully used in restaurant and cafeteria settings.
Following a review and evaluation of current programs and resources, details of the provincial program will be released along with a schedule announcing when components of the program and accompanying materials will be available to communities. A provincial social marketing campaign will also be launched in the fall of 1998 implementing effective programs in partnership with local food service establishments.
If you have any questions about the program, contact Connie Uetrecht (416) 395-7671 or Carol Dombrow (416) 444-7654.
[Contents]
FOOD STEPS
. . . a Self-Help, Stage-Based, Correspondence Program for Healthy Eating.
The Windsor-Essex County Health Unit, in association with the Ministry of Health, Health Promotion Branch and the Public Health Branch, the Heart and Stroke Foundation of Ontario, the Canadian Cancer Society, Ontario Division, and academics from the University of Guelph and the University of Ottawa, has developed FOOD STEPS, a self-help, correspondence program for healthy eating based on the Transtheoretical Model. The program emphasizes the reduction of dietary fat in the context of a healthy diet and therefore, is ideally suited for heart health programs. As a stage-based program, FOOD STEPS targets individuals at all levels of readiness-to-change. This makes FOOD STEPS an effective population based program, since it has the potential to reach a significant proportion of the population. In addition, as self-help, correspondence program, FOOD STEPS provides an efficient means of communicating with large populations and is inexpensive to administer.
The FOOD STEPS program consists of four, gender-specific, stage-based manuals, and a Leader's Guide to assist in the delivery and promotion of the program. The manuals have undergone extensive formative evaluation including focus testing, expert review, and assessment for literacy by a clear language consultant. The program is currently undergoing a rigorous outcome evaluation in the Windsor area and is being pilot-tested in four different geographical regions in Ontario. The program will be translated into French and will likely be released in the fall of 1998.
As a peer reviewed, evaluated and ready-to-use program, FOOD STEPS can easily be incorporated into existing or planned nutrition strategies. It also can be easily incorporated into local Heart Health programs. Contact Elisabeth Strachan, project coordinator at (519) 258-2146, ext. 304, to indicate your interest in ordering copies.
Becel
Becel Heart Health Information Bureau's "Gallery of Publications"
- booklets
- shopping guides
- newsletters
- info sheets
Access an order form via: fax 1-800-44-BECEL (1-800-442-3235); e-mail:bhhib@nbnet.nb.ca; phone 1-800-563-5574
[Contents]
Ontario Tobacco Strategy (OTS)
Eliminating cigarette smoking is one of the most important actions we can take to prevent ischemic heart disease and the Tobacco Strategy Resource Centre system can help. If you are clear you need tobacco specific support, contact one of the centres listed below. If you're not sure what support would best fit your needs, contact the Heart Health Resource Centre.
The Ontario Tobacco Strategy (OTS) includes four Resource Centres and the demonstration site, COMMIT to a Healthier Brant. Each component works together to support all aspects of a comprehensive approach tobacco control. The approach is consistent with the planning framework for a comprehensive heart health program. The both use community mobilization to deliver interventions through different channels, through a variety of approaches such as policy, program services, and environmental support, and targeted towards various priority groups.
Expert advice, consultation and training to build skills to deliver effective programs that are based on best practice are delivered by the resource centres, free of charge, to health unit staff, community health centres, voluntary coalitions with members from non-governmental agencies, and tobacco-free councils.
Improve heart health in your community by changing the way people view the tobacco industry, deal with smoking in public places, and take part in event over National Non-Smoking Week and World No-Tobacco Day, (May 31). Contact the tobacco resource centres listed below for more information.
COMMIT to a Healthier Brant
(519) 758-1985
community programming advice, planning guides to quit smoking, smokers' support drop in centres
http://www.commit.org
Council for a Tobacco Free Ontario
1-800-316-2836 or (416) 962-2424
program support and coalition building for your local tobacco-free councils in National-non Smoking and World-No Tobacco activities
http://www.opc.ca/ctfo
National Clearinghouse on Tobacco or Health
1-800-267-5234 or (613) 567-3050
http://www.cctc.ca/ncth
Program Training and Consultation Centre
1-800-363-7822 or (613) 722-2242
training and consultation services to deliver effective community-based tobacco reduction strategies
http://www.opc.on.ca/ptcc
Smoking and Health Action Foundation
(416) 928-2900 information and legal analyzes on environmental tobacco smoke issues and legislative reform
Access these tobacco-related web sites as suggested by Maureen Smith at ARF.
|
Health Canada, Tobacco ReductionPhysicians for a Smoke-Free Canada |
|
|
The Master Anti-Smoking Page |
|
|
Quit Net |
|
|
Nicotine on the Net |
Resources / events of interest
"Coronary Heart Disease Risk Factors: Related Behaviours & Interventions."
Plotnikoff & Hugo. Contact - Community Health Research Unit (CHRU) @ University of Ottawa. (613) 562-5800 x 8262 / fax (613) 562-5465
Progress in Prevention - from the Canadian Fitness & Lifestyle Research Institute.
Series of fact sheets, reports, customized searches. (613) 233-5528 or info@cflri.org
A Matter of Fat II. A Guide to Lower Fat Meals.
A sequel to the first booklet. Compares higher & lower fat versions of meals & practical tips to balance the fat content of any meal. Free. Fax: (905) 821-4915 (Att'n: Dept. 2H)
Toolbox on Program Planning & Evaluation . . .
An internet-based worksheet providing step-by-step creation of a Strategic Plan. http://www.inetwork.org (Fundraising module under construction)
Heart Health Resource for ESL Teachers . . .
The Heart Health ESL Curriculum Resources Package was developed by Toronto Public Health, Scarborough office to equip ESL teachers with the knowledge and resources to promote heart health among their students. It provides background information, suggested activities and resources on the following topics:
.Introduction to Heart Health
.Blood Pressure
.Healthy Eating
.Physical Activity
.Smoking
.Stress
This was developed in consultation with ESL teachers from five LINC (Language Instruction for Newcomers to Canada) sites in the Scarborough area. For more information, call Judy Soong at (416) 396-7471. Note: there is a cost-recovery charge of $10 to purchase. Parks & Recreation Ontario
Educational Conference.
April 1998, Hamilton. Monday, April 27, 1:30 - 4:30 session hosted by Hamilton-Wentworth Public Health. "Strategies to Encourage Physical Activity among Young Families." Panel will discuss their experiences & learnings.
To register: PRO (416) 426-7000
"Detection & Management of Hypercholesterolenia."
Working group paper. March, 1997. Available through the HHRC.
Heart Health Leadership Manual. Newfoundland & Labrador Heart Health.
http://www.infonet.st-john's.nf.ca/providers/nhhp//manual.html
Active Living Community Action Project (ALCAP).
Resource Directory, August, 1997. (416) 426-7120 - Michelle Abreu
@heart
Vol. 1, No. 3 Winter, 1998
A newsletter from Ontario's Heart Health Resource Centre
@heart is published four times a year to provide up-to-date heart health news from around the province for anyone who is interested in heart health promotion. The status of communities implementing heart health programs, developments at the Ministry of Health, heart health news from across Canada, and information about useful resources will be reported in @heart.
@heart is published by the Heart Health Resource Centre, c/o Ontario Public Health Association, 468 Queen Street East, Suite 202, Toronto, Ontario, M5A 1T7. You may telephone us at (416) 367-3313, or toll-free at 1-800-267-6817. Our fax number is (416) 367-2844, and you may reach us by e-mail at heart@web.net
- @heart production:
- WordTrade Public Relations Inc., Toronto
- (Design by the Graffic Link Design Studio, Brantford)
Your comments and suggestions are appreciated. Please address all correspondence to the Editor, @heart, at the above address.