glynis shea communications coordinator konopka institute for best practices in adolescent health...
TRANSCRIPT
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Glynis SheaCommunications Coordinator
Konopka Institute for Best Practices in Adolescent Health
Healthy Youth Development • Prevention Research Center
A presentation for
CityMatCH Urban MCH Leadership Conference
Framing Adolescent HealthFraming Adolescent Health Communication Strategies for Building Public Will
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Agenda
Goals Get a taste of framing Discuss the public’s dominant frame for youth and youth programs
Discuss messages, strategies and techniques for re-framing
Participation required Evaluation
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Prevention Research Center
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Konopka Institute
“I would liketo leave as a legacy people who can work with young people with strength, knowledge, imagination and deep caring.”
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
It’s all about the audience
Positioning Presence
An advertiser’s POV
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Communications = telling stories
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
PRACTICE: Telling stories
Think about an experience you’ve had with youth
Share the story with your neighbor
In 1 minutes or less
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
It’s all about the audience
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Situation analysis
Communications objective Build support for adolescents and youth development programs
Challenges Many hats status and lack of financial resources for communications
Audience perceptions (frame) restrict adoption of HYD model
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Communications gurus
Frameworks Institute – Strategic Frame Analysis
Cultural Logic Berkley Media Studies Group
Communications research Test statements in focus groups Analyze cognitive patterns through 1:1s
Goals ID dominant frames Find re-frames that work
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Frames
Handle lots of information -- fast! Look for cues to “connect” information to what you already know, think and feel
Make mental shortcuts Simplifying concepts “triggered” by symbols, pictures, metaphors and messengers -- the grammar of storytelling.
Once evoked, frames provide the reasoning necessary to process information and solve problems.
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Frames & Framing
Frames are organizing principles that are socially shared and persistent over time, that work symbolically and meaningfully structure the social world.
Reese, Framing Public Life, 2001
Framing is the way a story is told and the way it cues up the shared and durable cultural models that people use to make sense of the world.
Bales, 2001
What is in your head that drives how you think and react
Structuring what you say and how you say it to best work with what is already in someone’s head
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
DISCUSS: Name a frame
Frames in the news “sound byte” themes or ideas that tell you how to think about theissue or story
Pro life
Pro choice
War on terror
Death tax
Gay marriage
Family values
Big government
Climate crisis
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Implications for communicating
If the facts don’t fit the frame, it’s the facts that are rejected, not the frame
Challenge: change the lens through which they see the information
Be intentional: go beyond presenting information and facts
Effective: persuasive, incorporated
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Framing lessons
Start where they are at?
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
DISCUSS: Elephants
What elephant-like phrases, approaches, stories have you encountered – specific to our field?
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Framing lessons
Levels of Values Hierarchy of ideas and issues that track and direct thought
Cascading affect creates ability to reframe by changing levels
Level 1 values as re-framing and bridging strategy
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Framing lessons
Level 1 - Big ideas like freedom, justice, community, success, prevention, responsibility, progress, stewardship
Level 2 - Issue types like the environment or child care
Level 3 - Specific issues like rain forests or teen pregnancy prevention
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Framing applied
Level three
Level two
Level one
Youth Development
Success/Future of Community
Teen Pregnancy Prevention
Adolescent healthReproductive health
Personal PrivacyPersonal Responsibility
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Communications research findings
Adolescent Frame
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Adolescent frame
“People are absolutely
convinced that teens are
dangerous and in danger,
silly and self-absorbed and
corrupted by consumerism.”
Susan Nall Bales, Frameworks Institute
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Teenager
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
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Framed
Bostrom Content Analysis, 2001
50% of all youth news coverage
crime victimization
accidents
violent juvenile crime
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Adolescent frame
Adolescents as otherShares my values most
Older people……………….. 55
White people………………. 27
Poor people……………….. 27
African-American people…. 21
Immigrants…………………. 17
Young people under 30…… 16
Rich people………………… 11
People on welfare…………. 7
Gallup poll cited by Bostrom, 2003
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Apply your expertise here
Adolescent frame
Ecological model
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Adolescent frame
Individual
Owner – bootstraps Personal journey Limited understanding of developmental process
Container to be filled with knowledge and values (vs. a material process)
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Adolescent frame
Peers
Teen world
Family
Owns success and failure
Family bubble
Society, Community
Fuzzy on role
Environmental impact minimal
School
Owns learning and economic future; undercut HYD programs
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Youth programs frame
Broad, shallow support vs. polls
Murky and conflicted on benefits
Education competes See no lack, no big problem
“Over-scheduled” media theme skews perception towards abundance
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
DISCUSS: Sound Familiar?
What rings true? Does it feel right? What would you add?
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Messaging strategies
Long live healthy youth development
Avoid negative, counterproductive frames
Frame messages around shared values: future benefit to community
Educate on adolescent development (brain, connections, experiences)
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Messaging Strategies:
Long live healthy youth development
Healthy Youth Development isa frame shift
Away from problem-centric towards strengths
Recognize impact of ALL areas (Ecological model)
Broadening learning (Social Emotional Learning)
Broadening health (Being, belong, becoming)
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Messaging Strategies:
Don’t cue negative frames
Avoid crime/risk prevention messages
Cues negative frame Minimizes value of programs Send mom home
Avoid “at risk” segmentation Replace with “all youth”
Support parents Include parents!!!!!!!
Science-based?
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Messaging Strategies: Lead with shared values
Benefit to community -- exchange
Community needs healthy, productive, well-rounded young people
Who will be able to give back and sustain the community
OBJECTION:Youth make contributions, have value NOW!
Key word
BENEFIT
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Messaging Strategies: Lead with shared values
Adolescents as “Us” Envision adolescents and young adults as our neighbors, voters, taxpayers, employees and employers, soccer coaches, congregation members, etc.
Therefore a healthy adolescent is one with…
the experiences that create/build “us”
the connections to “us” they need to belong
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Messaging Strategies: Educate on adolescent development
Greater understanding of developmental process creates receptivity for investment messages
Broaden the health frame to include needs central to developmental process
Getting there: 2 interconnected messages
Development needs … Brain architectureAdolescent vs. teenager vs. youth
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Messaging Strategies: Development needs
Adolescents have a unique developmental need for…
Relationships and connections Positive, healthy experiences
Results Emphasizes the protective value of connection and HYD
Reframes HYD efforts as centrally important for development
Provides a rationale and value for the experiences offered by HYD efforts
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Messaging Strategies: Brain architecture
Scientific breakthroughs! 14 – 25 PFC = CEO Use it or lose it
Talking about the brain is the strongest way to make development a material process
Brain architecture as simplifying model
Creates room for developmental requirements met by programs:
Experiences, connections Decision making
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Messaging Strategies: Brain architecture
Concerns Emerging science Too many variables Biology is destiny Cuts both ways
Opportunities Already on agenda Effective way tocreate receptivity for discussing environmental concerns (stress)
When a youth experiences chronic or extreme stress, the brain releases chemicals that prevent neurons from growing and forming connections with each other – thereby impeding the development of health brain architecture.
Be answer ready!
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Messaging Strategies: Brain architecture response
Everybody makes decisions! Not always good ones, not matter what your age. Lots of things effect those decisions all the time.
For adolescents, the brain’s exuberant development is one of those things.
What’s important is what we do with this info. Knowing what adolescents need, our role is to:
Offer tangible “support” for decision making: Provide the information they need Be there to help them work through the pros/cons and implications of their decisions.
Give them safe ways to practice/experience it After all, you can’t learn something unless you practice it. And wouldn’t you rather they practice on something relatively safe like the color of their hair, versus “borrowing” a car?
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
DISCUSS: The brain debate
Concerns? Clarifications? Question:
How should we as the youth-serving community handle this message?
Vote: scale of 1-10 10 = Use it 1 = Avoid it
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Messaging strategy summary
Level threeLink developmental need to HYD effort
Level oneEstablish adolescents as us
Level twoShare an adolescent development fact
Story outline
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Tactics
Effective Spokespeople Researchers/Scientists Elders
Hardworking Images Include adults! In community - active, engaged Express shared values
Establish situation Don’t assume audience knows about cut-backs, limits, etc.
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Tactics: Naming
Minnesota Out of School Time Partnership
QuickTime™ and aTIFF (LZW) decompressor
are needed to see this picture.
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Tactics: Press questions
We hear a lot in the news media about the “critical hours between 3 and 6” when most juvenile crime takes place. Is that true? Will these programs lessen crime in our communities?
Studies show that the hours between 3 and 6, when children are unsupervised until their parents return from work, are the primetime hours for juvenile crime. Supervised programs can keep kids safe and out of trouble.
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Tactics: Press questions
We hear a lot in the news media about the “critical hours between 3 and 6” when most juvenile crime takes place. Is that true? Will these programs lessen crime in our communities?
Strong, healthy communities depend on engaged, committed citizens. When young people become engaged in the community -- through volunteer work, or teams and clubs -- they grow up to become adults who are committed, engaged citizens which builds strong communities for the long-term.
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Tactics: Print products
What does this photo communicate?
Kids are cute.
Lotsa kinds of kids
Kids doing …
What frame do we give our program?
It’s all about us
Otherwise empty buildings
Safe haven
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Tactics: Print products
What does this photo communicate?
IN community
Shared values
With adults
What frame do we give our program?
All about youth & community
Big 3 points
Benefits all
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Beyond tactics
advocate
grass roots mobilization
SELL
promote
campaign
persuade
argue
tell a story
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Tell a story
Be intentional! Use stories to:
Gossip success Share your views with the people you know and meet
Take advantage of teachable moments
Ask people to do something
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
When to tell a story
Media opportunities Leverage headlines Give news context
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
When to tell a story
Conversational opportunities Purple hair Taking risks Youth involvement Understanding consequences
Identity
Decision
Making
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
How to tell a story
Tap into your passion Tell a story that includes
… adolescents as us
… healthy development requires opportunities for positive experiences
a chance to experience and build connections to community (relationships)
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
PRACTICE: Telling stories
Tell the story (or re-tell the story) + developmental factStory material:
• Accomplishments• Celebrations• A challenge
overcome• Surprise!• That was me• Witnessed
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Who should tell a story
We are the medium Culture change Make more messengers
Your friends and family Your co-workers Your patients and their families
Community partners Everyone you meet
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Go tell this story
Briefing outline Sell youth development: Story outline
Frameworks Messaging notes Resources
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Konopka Institute for Best Practices in Adolescent HealthHealthy Youth Development • Prevention Research Center
Thank you
Resources – www www.frameworksinstitute.org www.youthcommunityconnections.org/resources/FWIresearch.htm
Glynis Shea 612-624-3772 [email protected]