The research base for the communication strategy included a review of forty years of psychological research, as well as a review of reports that had been commissioned and evaluated by Quitlines over the previous decade. The strategy was based on expert advice from the Health Minister’s Ministerial Tobacco Advisory Group. The case study below outlines the public health communication strategy behind Australia’s 1997 smoking cessation campaign, which reflects many of these stages.Īustralia’s National Tobacco Campaign: Every cigarette is doing you damageĪustralia’s National Tobacco Campaign, Every cigarette is doing you damage, led by the Commonwealth in collaboration with the states and territories, was launched in 1997. An example of a template that you can use to help prepare a dissemination plan is at Appendix 1. a plan to manage ongoing changes to the guideline and associated dissemination strategy.Ī structured and detailed plan should account for all the steps outlined in this module.a plan for evaluating the effectiveness of the dissemination.a stakeholder list with details of who you are going to notifyĪssessing effectiveness and refining the program.a list of appropriate materials, which should be pre-tested in focus groups.work plan, including activities, source/channel, timeframe, responsibilities, budget.key messages, including the ‘call to action’ message, and any messages to counter negative campaigns by potential interest groups.target audience - identifying who they are, what their current perceptions are, what their preferred way of receiving information is.Research that informs the strategy, such as the systemic review undertaken for the development of the guidelines, a review of previous successful campaigns and identifying your audience information needs. Using the cycle as a guide, a plan will typically contain the following elements: Research The development of a plan can run through the following stages of a cycle, as outlined in the figure below.įigure 1: The dissemination and communication cycleįrom: ‘The Social Marketing Wheel’, National Cancer Institute, in National Institute for Health Care Management Foundation Issue Brief March 2009 There are many ways to plan for the dissemination of your guideline such as those described in the Agency for Healthcare Research and Quality (AHRQ) Dissemination planning tool (2005) and the National Institute for Health and Care Excellence (NICE) Guidance on dissemination. Other modules you might find useful include the Implementability, Implementation, Derivative products, Engaging stakeholders and Consumer involvement modules. A similar planning process, discussed below, can be used for both but will need to take into account the different settings, target audiences and key messages. This module focuses on planning for both activities and the strategies you can use. It also involves consumers whose knowledge and lived experience are critical in the planning stages for dissemination and communication.Īnother important and necessary consideration is the political context and any potential impact on the government - a key stakeholder - by a possible counter-campaign if the guidelines address a sensitive health issue. Good dissemination and communication needs to be a carefully planned process that involves considering the target audience, the message you want to get across and the communication strategies that will help you achieve this ( Wilson, Petticrew et al. Well-designed dissemination strategies can improve access to a guideline and lead to improvement in health outcomes ( Grimshaw, Thomas et al. For public health more specifically, health communication ‘aims to change people’s knowledge, attitudes, and/or behaviours empower individuals to change or improve their health conditions.’ (Rural Health Information Hub, 2019) Dissemination is the targeted distribution of information and materials about an evidence-based intervention to a specific public health or clinical practice audience ( AHRQ 2012).
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