framing substance use messaging...framing youth substance use (su) prevention messages. what is a...
TRANSCRIPT
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Hilary Fannin, Program Manager - ADAP
Framing Substance Use Messaging
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FrameWorks Institute
Mission To advance the nonprofit sector's communications
capacity by identifying, translating, and modeling relevant scholarly research to frame the public discourse on social problems.
Tools for RPP from FrameWorks FrameWorks Institute Academy Subscriptions 3 Webinars with a framing expert on requested
subjects Training and TA hours for RPP organizations
Vermont Department of Health
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Framing Youth Substance Use (SU) Prevention Messages
Road Map What is a frame? Why is framing important? Key framing strategies Activity
Vermont Department of Health
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Framing Youth Substance Use (SU) Prevention Messages
What is a frame?1. Determines the information central to the message2. Determines how to effectively explain the
information3. Considers the message’s effect on the audience
(cognitive priming)
Vermont Department of Health
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Framing in three questions:
Vermont Department of Health
https://vimeo.com/framew/review/288594724/58b4b23696
How can communications help to change the conversation on social problems that seem to be “stuck” in misconceptions and outdated thinking?
What ways of talking about issues can backfire?What are the alternatives that research shows can change opinions and open up new thinking?
Why should we think about every communication as a chance to reframe the issue? How does this help to build momentum for social change?
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Building blocks of a framed message
Vermont Department of Health
https://vimeo.com/298249485
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What – Affects What – To What End
Vermont Department of Health
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Communication Traps
Vermont Department of Health
https://vimeo.com/framew/review/288594724/58b4b23696
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Communication Traps
Vermont Department of Healthhttps://vimeo.com/framew/review/288594724/58b4b23696
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Communication Traps
Vermont Department of Healthhttps://vimeo.com/framew/review/288594724/58b4b23696
The “Worthiness” Trap
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Communication Traps
The “Crisis” Trap
Vermont Department of Healthhttps://vimeo.com/framew/review/288594724/58b4b23696
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Communication Traps
Vermont Department of Health
https://vimeo.com/293639364
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Emphasizing what we know is effective
Vermont Department of Health
https://vimeo.com/293639364
How can we start with what’s at stake? Are there any leaps (connections that need to be
built for non-experts)? Are the underlying causes to be made visible? Can we offer solutions? How about showing the
public benefit of solving the problem(s)?
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Emphasizing what we know is effective
Communicate about a common goal or value Use easy to understand language Keep messages focused on the issue and how the
audience can help
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Vermont Department of Healthhttps://vimeo.com/298249485
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Vermont Department of Healthhttps://vimeo.com/298249485
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Vermont Department of Health
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Activity
Each table has an example of a substance use prevention message to be workshopped. Spend 7 minutes breaking down the message and determining its strengths and areas that could be improved. If time allows, attempt to rewrite the message using Strategic Frame Analysis techniques. Please identify a note-taker and a spokesperson
before getting started.
Questions?Vermont Department of Health
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Table Resources
Vermont Department of Health
Table Resource Table
1 & 4 https://learnaboutsam.org/wp-content/uploads/2018/12/Dec-2018-Youth-One-Pager.pdf
3 & 6
Sam-ny.org
2 & 5 7
Sam-ny.org
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Existing marijuana messaging for stakeholders
ParentUpVT.org Grantees and Contractors Page - Grantee-
Developed Marijuana Information for Communities Coming soon: 2019 ADAP Prevention Grantee
Media toolkit SAMHSA, CDC, and other national sources
Vermont Department of Health
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Questions?
Vermont Department of Health
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Resources
Frameworks Webinars (all passwords are ‘vermont’) https://vimeo.com/framew/review/288594724/58b4b23696
https://vimeo.com/293639364
https://vimeo.com/298249485
http://sfa.frameworksinstitute.org/ http://www.sam-ny.org/
https://learnaboutsam.org/wp-content/uploads/2018/12/Dec-2018-Youth-One-Pager.pdf
Vermont Department of Health