The Communication Initiative
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The Communication Initiative
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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Marketing Health: A Legitimate Public Health Mission

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Summary

Marketing Health: A Legitimate Public Health Mission


Health(c): Marketing and Youth Conference

World Health Organisation - Noncommunicable Diseases and Mental Health

April 17-19 2002

Fabrica, Treviso, Italy



Ministry of Health

México

Sylvia Alazraki

jbarragan@mail.ssa.gob.mx

April 2002


Click here to download the original power point presentation from the WHO site.



Ministry of Health

National Health Center for Childhood and Adolescence


Coordinates an interinstitutional, multidisciplinary, integral health plan for adolescents

  • Ministry of Health (different areas)
  • Ministry of Education
  • Federal General Attorney (Procuraduria General)
  • National Commission for Sports Development (Conade)
  • Youth Organisations / Individuals
  • Universities
  • Community Services and Representatives
  • State and City Governmental Authorities
  • Family / Parents Organisations
  • Employment Agencies
  • Very Good Strategic Planning
  • Unites the efforts of interested parties:
      • part of the National Agenda,

      interrelated,

      consensus,

      more effective,

      less expensive,
  • Needs to be known by many specific audiences
  • A need to train the interinstitutional team

Public Affairs, Marketing and Communication in Health Care Services for Adolescents


We have to:

  • Establish links of communication with our audiences
  • Create, change, reinforce perceptions
  • Construct informed opinions about our work, services and key messages.
  • Reach media and public

    It has to:
  • Be credible, responsible and honest
  • Identify forms and means to develop / generate good news and information (data)

Basic Health Messages for Adolescents

  • Sexual and Reproductive Health Issues
  • Violence and accidents
  • Malignancies
  • Addictions
  • HIV - AIDS
  • Family Disintegration
  • Life Skills
  • Competencies
  • Rights
  • Gender Equity
  • Myths

EMPOWERMENT – RESILIENCE


What to do

Health Messages for Adolescents and their care givers


WHAT

  • Establish a difference
  • Adequate messages to specific audiences
  • Educate the service user
  • Create opinion tendencies
  • Generate awareness of integral health for youngsters
  • Introduce new concepts
  • Position projects
  • Generate credibility

How to do it

Health Messages for Adolescents and their care givers


HOW

  • Establish relations with opinion leaders
  • Create news for media
  • Identify needs, trends, opinions of service users
  • Promote a link between science and users. Health care based on evidence
  • Establish a continuous effective communication
  • Creating audiences andpartnerships
  • Building confidence and visibility

Where to place it

Health Messages for Adolescents


Where

  • Media
  • Internet - Intranet
  • Forums
  • Associations
  • Work / study places
  • Public spaces
  • Scientific / academic meetings

Materials / Activities

  • Press release packages, advocacy sheets, Brochures , Flyers, posters
  • C D – Roms, Web – Pages
  • Manuals, Special publications / Scientific Publications,
  • Videos, Radio / TV spots
  • Meetings, seminars and workshops, Academic Curricula and activities, Training programmes

Conclusions


What we already know:


Marketing and Media

  • Educative agent (informal)
  • Creates opinions (powerful)
  • May / or may not be trustworthy. Usually for consumption, not for well being

We endorse

  • Health Campaigns: Social marketing
  • Part of strategic planning
  • Specific segmentation
  • Based on scientific data
  • Should be evaluated
  • Fortify key messages
  • Better if it uses several channels

Principles for Policy Development


Strategic Planning to coordinate different entities in the communications strategies and social participation actions. Unify, clarify, implement criteria, follow up and evaluations, within the national policies


Campaigns must be part of National Health Programs. Oriented towards the positioning of integral health in adolescents in segmented audiences using different channels and community participation

  • Scientifically based, data assessed audiences, proved marketing strategies.
  • Evaluated
  • Meet International criteria, standards and policies
  • Identify and work with the private, public and social sectors in order to coordinate their participation
  • Establish links and partnerships with possible financial sources (local / national / international) in order to make it permanent and feasible