
From: <b class="gmail_sendername">Ruggiero, Mrs. Ana Lucia (WDC)</b> <span dir="ltr"><<a href="mailto:ruglucia@paho.org">ruglucia@paho.org</a>></span><br><div class="gmail_quote">crossposted from: <a href="mailto:EQUIDAD@listserv.paho.org">EQUIDAD@listserv.paho.org</a><br>

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<p style="margin-left:.5in"><b><font color="maroon" face="Arial" size="3"><span style="font-size:12.0pt;font-family:Arial;color:maroon;font-weight:bold">Communicating the Social Determinants of Health <u></u><u></u></span></font></b></p>


<p class="MsoNormal" style="margin-left:.5in"><b><font color="maroon" face="Arial" size="3"><span style="font-size:12.0pt;font-family:Arial;color:maroon;font-weight:bold">Scoping Paper<br>

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</span></font></b><font face="Arial" size="2"><span style="font-size:10.0pt;font-family:Arial"><u></u><u></u></span></font></p>


<p class="MsoNormal" style="margin-left:.5in"><b><font face="Arial" size="2"><span style="font-size:10.0pt;font-family:Arial;font-weight:bold">This report was

prepared for the Canadian Reference Group on social determinants of health (CRG</span></font></b><font face="Arial" size="2"><span style="font-size:10.0pt;font-family:Arial">), supported

by the Strategic Initiatives and Innovations Directorate, Health Promotion and

Chronic Disease Prevention Branch, Public Health Agency of Canada. <br>

</span></font><font face="Arial" size="1"><span style="font-size:8.0pt;font-family:Arial">The views expressed within are not necessarily the views of the Public

Health Agency of Canada</span></font><font face="Arial" size="2"><span style="font-size:10.0pt;font-family:Arial">, March 2011<u></u><u></u></span></font></p>


<p class="MsoNormal" style="margin-left:.5in"><font face="Arial" size="2"><span style="font-size:10.0pt;font-family:Arial"><u></u>а<u></u></span></font></p>


<p class="MsoNormal" style="margin-left:.5in"><font face="Arial" size="2"><span style="font-size:10.0pt;font-family:Arial">Available online PDF [35p.] at: <span><a href="http://bit.ly/oHZxQN" target="_blank"><font color="black"><span style="color:windowtext">http://bit.ly/oHZxQN</span></font></a></span></span><br>


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<p class="MsoNormal" style="margin-left:.5in"><font face="Arial" size="2"><span style="font-size:10.0pt;font-family:Arial">УЕЕ..Barriers to

media coverage of the SDH must be overcome, including a lack of knowledge of

the concepts, a perceived difficulty in telling stories that capture the social

determinants in tangible, measurable terms, and the perception that the social

determinants are not new and therefore not newsworthy. Media have also

expressed concern over stigmatizing the poor, unemployed, and less educated in

society through reporting on SDH research.<br>

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<u></u><u></u></span></font></p>


<p class="MsoNormal" style="margin-left:.5in"><font face="Arial" size="2"><span style="font-size:10.0pt;font-family:Arial">Constraints on advocacy activity

among public health practitioners may also hinder support among this important

audience. Some have suggested that public consultation in health issues amounts

to little more than tokenism, as policy-makers are under heavy pressure to

achieve specific national policy targets, and may feel that community

involvement slows the process down and results in a loss of controlЕ.Ф<br>

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<u></u><u></u></span></font></p>


<p class="MsoNormal" style="margin-left:.5in"><b><font face="Arial" size="2"><span style="font-size:11.0pt;font-family:Arial;font-weight:bold">Next Steps<br>

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</span></font></b><font face="Arial" size="2"><span style="font-size:10.0pt;font-family:Arial"><u></u><u></u></span></font></p>


<p class="MsoNormal" style="margin-left:.5in"><font face="Arial" size="2"><span style="font-size:10.0pt;font-family:Arial">Effective communications strategies

are required to gain traction towards implementing a SDH approach. These

strategies may include:<br>

<br>

<u></u><u></u></span></font></p>


<p class="MsoNormal" style="margin-left:1.0in"><font face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial">- Coordinated intersectoral action and

community involvement. Communication for Social Change (CFSC) has been

identified as a successful process that combines community dialogue and

collective action for social change to improve the health and welfare of the

community<u></u><u></u></span></font></p>


<p class="MsoNormal" style="margin-left:1.0in"><font face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial">- Advocacy, including media advocacy

- working with and training journalists to ССframeТТ

news stories to build public support and influence decision-makers and

policy-makers<u></u><u></u></span></font></p>


<p class="MsoNormal" style="margin-left:1.0in"><font face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial">- Effectively-framed messages, in

politically-neutral language that make sense to people, as well as provocative

statements that highlight the costs of doing nothing<u></u><u></u></span></font></p>


<p class="MsoNormal" style="margin-left:1.0in"><font face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial">- Stories about successful programs

and initiatives (possibly building on the examples provided in Section 6.3

Ц Promising Approaches).<u></u><u></u></span></font></p>


<p class="MsoNormal" style="margin-left:1.0in"><font face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial">- Images and graphics that translate

research into compelling narratives.<u></u><u></u></span></font></p>


<p class="MsoNormal" style="margin-left:1.0in"><font face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial">- Use of video and social media to

reach the public directly.<br>

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<u></u><u></u></span></font></p>


<p style="margin-left:.5in"><b><font color="black" face="Arial" size="2"><span style="font-size:10.0pt;font-family:Arial;color:windowtext;font-weight:bold">Contents </span></font></b><font color="black" face="Arial" size="2"><span style="font-size:10.0pt;font-family:Arial;color:windowtext"><u></u><u></u></span></font></p>


<p style="margin-left:.5in"><font color="black" face="Arial" size="2"><span style="font-size:10.0pt;font-family:Arial;color:windowtext"><u></u>а<u></u></span></font></p>


<p style="margin-left:.5in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">Executive Summary <u></u><u></u></span></font></p>


<p style="margin-left:.5in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">1.0 Introduction and

Background <u></u><u></u></span></font></p>


<p style="margin-left:.5in"><b><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext;font-weight:bold">2.0 Key Audiences <u></u><u></u></span></font></b></p>


<p style="margin-left:1.0in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">2.1 Policy-makers

and Politicians <u></u><u></u></span></font></p>


<p style="margin-left:1.0in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">2.2 Public health

practitioners <u></u><u></u></span></font></p>


<p style="margin-left:1.0in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">2.3 Media <u></u><u></u></span></font></p>


<p style="margin-left:1.0in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">2.4 Community

Groups/Activists <u></u><u></u></span></font></p>


<p style="margin-left:1.0in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">2.5 General Public <u></u><u></u></span></font></p>


<p style="margin-left:1.0in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">2.6 Additional

Audiences of Interest <u></u><u></u></span></font></p>


<p style="margin-left:.5in"><b><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext;font-weight:bold">3.0 Current Positioning of SDH in <u></u><u></u>Canada<u></u><u></u> <u></u><u></u></span></font></b></p>


<p style="margin-left:1.0in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">3.1 Media Coverage <u></u><u></u></span></font></p>


<p style="margin-left:1.0in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">3.2 Public

Understanding and Assimiliation of SDH Message <u></u><u></u></span></font></p>


<p style="margin-left:.5in"><b><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext;font-weight:bold">4.0 Strategies and Approaches to Communicating the SDH

Message <u></u><u></u></span></font></b></p>


<p style="margin-left:1.0in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">4.1 Coordinated,

Intersectoral Action <u></u><u></u></span></font></p>


<p style="margin-left:1.0in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">4.2 Advocacy <u></u><u></u></span></font></p>


<p style="margin-left:1.0in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">4.3 Communicating

for Social Change <u></u><u></u></span></font></p>


<p style="margin-left:.5in"><b><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext;font-weight:bold">5.0 Challenges and Barriers to Increasing Awareness of SDH <u></u><u></u></span></font></b></p>


<p style="margin-left:1.0in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">5.1 Framing the

Message <u></u><u></u></span></font></p>


<p style="margin-left:1.0in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">5.2 Barriers to

Media Coverage <u></u><u></u></span></font></p>


<p style="margin-left:1.0in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">5.3 Individual,

Political and Corporate Views <u></u><u></u></span></font></p>


<p style="margin-left:1.0in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">5.4 Constraints on

Advocacy Activity <u></u><u></u></span></font></p>


<p style="margin-left:.5in"><b><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext;font-weight:bold">6.0 Potential opportunities <u></u><u></u></span></font></b></p>


<p style="margin-left:1.0in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">6.1 Social Media and

Public Education <u></u><u></u></span></font></p>


<p style="margin-left:1.0in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">6.2 Complexity

Theory <u></u><u></u></span></font></p>


<p style="margin-left:1.0in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">6.3 Promising

Approaches <u></u><u></u></span></font></p>


<p style="margin-left:.5in"><b><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext;font-weight:bold">7.0 Communication and educational tools for key audiences <u></u><u></u></span></font></b></p>


<p style="margin-left:.5in"><b><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext;font-weight:bold">8.0 Next Steps <u></u><u></u></span></font></b></p>


<p style="margin-left:.5in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">Appendix A <u></u><u></u></span></font></p>


<p style="margin-left:.5in"><font color="black" face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial;color:windowtext">Appendix B <u></u><u></u></span></font></p>


<p class="MsoNormal" style="margin-left:.5in"><font face="Arial" size="1"><span style="font-size:9.0pt;font-family:Arial">References<br>

<br>

<u></u><u></u></span></font></p><br></div></div></div><br>