chapter 7; Planning Health Communication Intervention

Question 1

the key to effective interventions is the involvement of the [..] community

Answer 1

target

Question 2

if you let your target audience that you are listening to them and understand what they ned, they will be more receptive to your message

Answer 2

yes

Question 3

stakeholders have something “at stake” (their lives, health, reputation, funding, etc.) that depends on the [..] of a project

Answer 3

success

Question 4

stakeholders in a health communication intervention might include;
- primary audience, secondary audience, tertiary audience

Answer 4

• primary audience: the target audience of behavioral change, the people you are hoping to influence with your intervention
• secondary audience; the gatekeepers to your target audience - they control access to communicating with your target audience (e.g. , parents, religious leaders, block captions, community service groups, commercial establishments)
• tertiary audience; the finlcuers who have earned the respect and admiration of your target audience (e.g., health care professionals, local personalities such as local news anchors, respected politicians, other opinion leaders, national figures such s health authorities or celebrities), it they have a reason to be concerned

Question 5

in stake holders, you should think of them as actual “players” in your intervention. this means that they not only passively provide input on the intervention but also are actively involved in its development and implementation

Answer 5

yes

Question 6

stakeholder led interventions tend to work best when the group has been functioning for some time in various [..] roles, so that much of the initial “forming, storming, and Norman” has taken place and the group can “perform” at its [..]

Answer 6

partnership
peak

Question 7

you should have a clear idea of your comparative advantage (i.e. where your group shines) and where you need to fill in the gaps , after organization has assessed your strengths, weaknesses, opportunities, and threats

Answer 7

yes

Question 8

having defined your own strengths and weaknesses you would be well served in selecting partners who have knowledge, skills, resources, or connections to a target audience that you [..]

Answer 8

lack

Question 9

why is it good to gather your stakeholders together before conducting your initial planning;

Answer 9

• you partners may have already collected some of this information and would be willing to share it for a common cause
• they may be able to facilitate recruiting participants for focus groups and other formative research tasks
• they may be able to share some of the costs, particularly through in kind donations of time, effort, or meeting space
• if everyone shares in the formative research, they are more invested in the results and seeing them translated into an effective program

Question 10

the primary reason to not engage stakeholders early in planning is if you believe the target audience or communication goals are likely to [..] based on data that you do not yet have
(gather data first in that case, and then move to partner identification)

Answer 10

change

Question 11

the health communication phases of planning, implementation, and evaluation are often depicted as a well to emphasize the cyclical nature of data collection and program improvement

Answer 11

yes

Question 12

the planning cycle; steps 1-3
- form your macro plan, which includes analysis of the problem the ecological setting, the core intervention strategy, and the affected populations

Answer 12

(this state of planning normally occurs after data demonstrate the presence of a problem affecting specific groups of people. if there is evidence that a specific intervention has worked to reduce this problem elsewhere, feasibility testing might be conducted to adapt the intervention to the new population. the less we know about the problem, potential solution, or intended audience, the more formative research must be done before taking the next planning steps)

Question 13

the planning cycle; steps 4-6
- the strategic health communication plan, which focuses on specific change objectives, audiences, messages, and media

Answer 13

(concepts, messages, materials, and media strategies are tested at this stage of planning. this “pretesting” is sometimes referred to as formative research , and at times it is considered “process” research. it should replaced finalization of the implementation plan that comes next)

Question 14

the planning cycle; steps 7-8
- the implementation (or tactical) plan, which says what will be done, when , where, how , with what money, and who is responsible for every piece

Answer 14

process research is often conducted shortly after the launch of a program to make sure all operations are running smoothly and that messages are getting out and being interpreted as planned. corrections can be made if this assessment is done early enough

Question 15

the planning cycle; steps 9
- evaluation plan, which says what aspects of the intervention will be monitored or evaluated to determine the interventions worth to key stake holders. most programs want to achieve measurable objectives, so baseline data often need to be collected before a program is launched. evaluation planning must begin in the first days or program development

Answer 15

yes

Question 16

the planning cycle; steps 10
- continuation (or expansion) plans to ensure a broader reach, diffuse expenses, and provide continuity of leadership and ownership. you might look for ways to terminate your activities

Answer 16

yes

Question 17

the precede-precede model works [..] from a desired state of health and asks what environment, genetics, behavior, individual motivation, or administrative policy is necessary to create the healthy state. it assesses the [..] factors that shape health status and allows the planner to focus on those factors that are best targeted for intervention

Answer 17

backwards
multiple

Question 18

precede-proceed; as the name implies precede proceed lays out an [..] phase and an [..] phase. in the first phase, the model asks the planner to conduct a [..] assessment, such as understanding a groups quality of life by assessing not only objective data, but also subjective data collected by working with the community to identify problems and priorities.

Answer 18

assessment
implementation
social

Question 19

precede-proceed pt 2; next is the epidemiology assessment, where the planner must understand the [..] of the health issue in the group, and then assess the genetics, behaviors, and possible environmental causes of the [..] issue.

Answer 19

extent
environmental

Question 20

precede-proceed pt 3; once the background assessment is complete, the planner can think about the predisposing, reinforcing, and enabling factors associated with the health issue. this is called the educational and ecological assessment. predisposing factors are those that exist [..] the individuals, such as their knowledge, attitudes, beliefs, and life experiences, that might influence [..]. reinforcing factors are those that are [..] of the individual, usually in a peer group or interpersonal sphere, that they may provide rewards or punishments for a behavior. often takes the form of peer pressure or influences, or social support (or lack of thereof)

Answer 20

within, behavior
outside

Question 21

the last step of precede aligns the results from the educational assessment with what might be required on a policy of programmatic level to move into implementation

Answer 21

yes

Question 22

precede-proceed; part 4
finally enabling factors are those that may allow the behavior to occur at a [..] or [..] level; often these can be societal beliefs or norms, or environmental or public policy

Answer 22

community
societal

Question 23

formative research refers to the information gathering activities you conduct [..] to developing a health communication strategy . the BEHAVE framework provides four simple questions to be answered.

Answer 23

prior

Question 24

the four questions to be answered from BEHAVE framework are;
- who are you trying to reach
- what do you want them to do
- what factors influence their behavior
- which actions will most effectively address these factors

Answer 24

yes

Question 25

BEHAVE is basically; to [..] a specific target audience to perform a specific [..], we will focus on an important [..] (something the target audience values). our approach will address specific issues (e.g. self efficacy, lowered barriers, enhanced health literacy) and use specific means of reaching the audience (media channels) (if you cannot answer these questions then you must do formative research)

Answer 25

persuade behavior, benefit

Question 26

formative research is done to develop an intervention. includes three different activities; 1. using quantitative and qualitative methods to develop intervention/message concepts, devise an audience segmentation strategy and research appropriate communication channels 2. testing your concepts/messages with your audience 3. pretesting your initial materials with your intended users. in the case of mHealth or other types of interactive media, user testing may also be conducted to assess whether the mechanics of the tool are easy to use and accessible to your audience

Answer 26

yes

Question 27

the main point in formative researches that your audience is integrally involved in the development process. making sure you are creating health communication that is acceptable to your audience and addresses their risk perceptions, barriers, and other factors that may impede them from healthy behavior

Question 28

to address the first step-developing and understanding who is your audience- you can collect both primary data and secondary data

Answer 28

primary data- data you collect yourself, through methods such as surveys, interviews, focus groups, or observation secondary data - data you get from existing sources, such as the local health department, the CDC, or a local hospital

Question 29

quantity is secondary data qualitative is primary data

Answer 29

yes

Question 30

basic quantitive data collection can also be done to understand the unique needs of your target audience

Answer 30

yes

Question 31

[..] are the most common type of quantitive primary data that are collected

Answer 31

surveys

Question 32

another application of the standard survey is a commercial marketing technique called perceptual mapping. relies on survey data in which participants respond to questions use a Likert-type scale

Answer 32

(1-10 e.g.)

Question 33

you may also use qualitative methods to understand how best to select an audience segment and communication channels

Answer 33

e.g. focus groups with children or interviews with key informations (such as parents) from your target audience - primary data - can help you decide if different messages and different channels are needed for different groups

Question 34

common qualitative methods used in formative research; - in depth interview - focus groups - observation - intercept interviews - photo voice

Answer 34

- in-depth; used to discuss highly personal topics, usually at a stage of research where the program does not yet feel sufficiently informed to use a group format - focus; 8-10 ppl, give feeling for what people think , feel , and say they do. to develop hypothesis, explore broad topics, and generate ideas - observation; directly observe ongoing behavior or an environment. "naturalistic" observation or "participant" observer where insert yourself to observe - intercept; go to location where the intended audience would encounter information about a behavior or acquire a product and then invite them to participate in an interview - communities are given the tools to document their own lives, problems, and possible solutions through photography

Question 35

cognitive mapping is used to describe the maps of geographic areas that people carry in their heads

Question 36

perceptual mapping is hone using multidimensional scaling to model fundamental social-psychological processes

Answer 36

yes

Question 37

market research online communities (MROCs) can be used to listen to specific audience segments and explore topics in depth , as one would with a live focus group

Answer 37

advantages; convenience for the participants, engagement with participants over an extended period of time, and greater anonymity for participants (when only audio or text responses are used)

Question 38

qualitative data provide the backstory for the quantitative data and may point to the need for more quantitative data and may point to the need for more quantitative studies

Question 39

the combination of quantitative and qualitative research methods is referred to as a mixed methods approach.

Question 40

having completed your formative research, the next step of the process is to bring everything you have learned to bear on planning the actual messages, communication tools, and health communication intervention

Question 41

the term creative brief comes from the advertising business, where a short document is prepared that gives details of what should be considered when something is being designed or advertised

Answer 41

it is a clear and concise way to present the overall thinking behind a communication intervention and the issues that are most important to keep in mind during design and implementation

Question 42

elements of a creative brief; (overview of project, target audience segment), objectives obstacles, benefit/key promise, support statements/reasons, tone, distribution opportunities, creative considerations, other elements

Answer 42

- overview; short summary of the overall goals of the project and its importance to the organization(s) involved - audience; carefully defined, unique segment with specific characteristics, such as demographic description, behavioral readiness stage, literacy level, lifestyle information, and role in overall communication strategy (primary audience, secondary , etc). when multiple audience segments are targeted, a different creative brief should be developed for each

Question 43

elements of a creative brief; overview of project, target audience segment, (objective, obstacles), benefit/key promise, support statements/reasons, tone, distribution opportunities, creative considerations, other elements

Answer 43

- objective; what specific behavior do you want the communication to produce in the target audience ? this is often phrased as what you want them to think, feel, or do, and it may be referred to as "call to action" - obstacles; what structural barriers beliefs, cultural practices, social pressure, or misinformation are obstacles to your audience taking this step? is there an audience that must be approached first in order to free your intended audience to act as desired?

Question 44

elements of a creative brief; overview of project, target audience segment, objective, obstacles, (benefit/key promise, support statements/reasons), tone, distribution opportunities, creative considerations, other elements

Answer 44

- benefit/key promise; what is the single most important reward (from audience's point of view) that will result from doing the desired behavior? is there a secondary reward? which is more immediate, and which will take longer to achieve? from the audience perspective, "what's in it for me?' - support statements/reasons; these statements explain why the target audience should believe the promise of the key benefit. this may be scientific data, emotional data, or data drawn fro the experience of others who the target audience admires or can relate to . support statements should also provide solutions to the obstacles raised earlier

Question 45

elements of a creative brief; overview of project, target audience segment, objective, obstacles, benefit/key promise, support statements/reasons,( tone, distribution opportunities,) creative considerations, other elements

Answer 45

- tone; what feeling or personality should you message or have? the tone set by the communication materials will influence how the target audience feels after interacting with the communications. examples of tones including authoritative, family oriented, funny, loving, modern, preachy, rural , scary, sad and so on - distribution; what venues, seasons, or events increase the likelihood of reaching your audience? in what other ways might this material be used? do you need different versions to reach audiences in different settings?

Question 46

elements of a creative brief; overview of project, target audience segment, objective, obstacles, benefit/key promise, support statements/reasons, tone, distribution opportunities, (creative considerations, other elements)

Answer 46

- creative; what else should the writers and designers keep in mind during development? what is the intended medium and channel for this product? will a certain style of presentation resonate more with the selected target audiences: conversational, testimonial, informational, emotional, or instructional? will the material need to be prepared in more than one language? will well known spokespersons be involved (e.g. political figures or entertainers)? are there special words or phrases to use or avoid? - other elements: some briefs include approval routing, timelines, and just about anything else that is needed to reach management consensus before beginning creative development

Question 47

it is essential to keep the artists "on message" and "on strategy" . it is extremely easy to let a creative idea steal the show. but this is where the creative brief helps you to ensure quality

Answer 47

yes

Question 48

working through the creative brief, you can describe the projects overall purpose and provide all the information you have available about the intended audiences

Answer 48

yes

Question 49

the concepts of a health communication intervention are often large, overarching ideas of what it is you are hoping to get your audience to do or know

Answer 49

the concept must appeal to both the head and the heart, and must communicate how this idea fits into the lives of the target audience

Question 50

only the audience can answer if the concept and messages you created are right (for the audience)

Answer 50

yes

Question 51

audiences and gatekeepers need to be invited to pretest concepts before moving on to final messages and materials for final production.

Question 52

in addition to gatekeepers, it is often important to consider who else might be sensitive to the ideas being put forward

Question 53

when we think about how many things we try to "prevent", we should be mindful of the people who already suffer from these conditions.

Answer 53

must consider how these people, or their loved ones, will feel if their condition is portrayed as something to avoid at all costs

Question 54

having tested our concepts, you will now build on that foundation to create messages and communication materials - patient - provider communication guidelines, posters, pamphlets, ads, radio scripts, social media posts- that carry your ideas to the hearts and minds of your intended audience

Answer 54

the channels and activities that will use your material determine the format for production, not vice versa

Question 55

creative content is ideally tested in the format in which it will be used. e.g if an individual is meant to see a commercial spot on the television, it should be tested as if it were being shown on TV

Question 56

important factors to pretest are attractiveness, understandability, and believability do the messages and material engage the audience? do they feel they would act in the intended manner after getting this information

Question 57

all material intended for use in the health communication intervention should be tested with the intended recipients and with the gatekeepers prior to distribution. no excuses

Answer 57

yes

Question 58

in message testing, participants often are provided a list of messages and the context of those messages

Answer 58

yes

Question 59

user testing has your audience examine both the messages and the material usually this is done with "talk alouds" in which a small group is exposed to the material or tool and each person is asked to verbalize their reactions aloud

Answer 59

yes

Question 60

usability testing refers to studying how people use a finished product such as a website, mobile app, electronic game, or mHealth tool, but it can also be done with pamphlets and posters. in this type of testing, you are measuring how well an intended user can learn and use the product, as well as their satisfaction with the process

Question 61

usability testing should measure the following; - ease of learning - efficiency of use - memorability - error frequency and severity - subjective satisfaction

Answer 61

- ease of learning; how fast can a user who has never sen the user interface before learn it sufficiently well to accomplish basic tasks? - efficiency of use; once an experienced has learned to use the system, how fast can they accomplish tasks? - memorability; of a user has used the system before, can they remember enough to use it effectively the next time, or must the user relearn everything - error frequency and severity; how fate do users make errors while using the system, how serious are those error, and how do users recover from these errors? - subjective satisfaction; how much does the user like using the system ?

Question 62

there are a number of techniques that could be used to assess the actual physical response people have to health communication materials. these strategies can show whether the person is responding in the ways you would expect and use measures like skin temperature, eye pupil dilation, and brain waves

Question 63

galvanic skin response (GSR) is a measure of the electrical current that passes along the surface of the skin. because perspiration conducts electricity much better than dry skin, a minute increase in perspiration resulting from an emotional response can be detected as an increase in electrical conductance

Answer 63

GSR is painless and can be measured easily using uncomplicated devices and a computer display

Question 64

pupil dilation and eye tracking technology. eye tracking is a measure of where and how long we gaze at an image (moving or still) or text. we also have an innate response of the automatic nervous system to imminent danger or arousal that causes our pupils to dilate.

Answer 64

together with our blink rate (which also speeds up when we are aroused or experience fear), pupil dilation can be measured by photographic or video processes.

Question 65

eye movement tracking devices can be stationary, embedded in a computer screen, or miniaturized in a pair of glasses for free moving studies

Question 66

having data from the audience pretesting is an important strategy for overcoming gatekeeper resistance to a message or media concept

Answer 66

it is much better, and cheaper, to find this out with a small group of people at the concept, message, or even materials testing stage than after a multimedia campaign has been released to the public or materials have been printed in color to distribute to patients in a hospital

Question 67

settings include places where an audience must go to receive your message (e.g. a health care facility, shopping mall, bar or restaurant in town, or special event) and places where the media reaches them closer to home, such as radio or television programs, online environments and the like.

Answer 67

t

Question 68

timing is very important. a place that seems like a good setting for your audience might be impractical if your communcaiton is ill-timed for reception or too late to be used;

Question 69

in general, you can think of communication channels in three broad categories: interpersonal, community, and media

Answer 69

yes

Question 70

interpersonal channels include healthcare providers, teachers, and others who will interact with the intended recipient in person.

Answer 70

the strength of interpersonal channels is that people tend to trust the spokesperson and will possibly be ready to listen to what they say

Question 71

face to face Chanels are most effective when tryin to help someone learn a skill, such as how to test their blood sugar or how to safely perform an exercise therapy; they need to trust the spokesperson before adopting a new attitude or belief

Question 72

two way discussion is necessary to cement a behavioral intent.

Question 73

interpersonal approaches can also be used with groups, particularly if discussion among group members is part of the communication strategy (think about weight loss or smoking cessation supporting groups)

Question 74

to ensure the quality of health communication using interpersonal channels, it is often necessary to develop training modules for the communicator and media supports for the audience, such as accompanying brochures or handouts. the major limitations of this channel are its reach (it reaches only small numbers of people at a time) and the resources required (it requires intense use of people and time)

Question 75

using formative research strategies, developing messages based ion a creative brief, pretesting those messages, and using a communication channel strategy are the keys to success in reaching an audience with the right messages using the most effective channels