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1 Lerner Summit Monday, July 20, 2015 Mailman School of Public Health | Columbia University REPORT SUMMARY

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Monday, July 20, 2015 Mailman School of Public Health Columbia University

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Lerner Summit Monday, July 20, 2015Mailman School of Public Health | Columbia University

REPORT SUMMARY

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Monday, July 20, 201512pm - 5pmMailman School of Public Health Columbia University New York, NY

CONTENT ADAPTED FROM: Gina Wingood Leads on Health Promotion at Lerner Summit and Beyond. (2015). Retrieved from www.mailman.columbia.edu/public-health-now/news/gina-wingood-leads-health-promotion-lerner-summit-and-beyond.

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UNIVERSITY COLLABORATORS ALIGN PUBLIC HEALTH AND MARKETING

Some noteworthy “firsts, bests and onlys” collided on Monday, July 20, 2015, as the Lerner Center for Public Health Promotion at Columbia University Mailman School of Public Health hosted the first Lerner Summit. Public health visionary and Mailman School Board member Sid Lerner joined representatives of the three academic centers he created at Columbia, Johns Hopkins, and Syracuse, along with senior staff from the Mondays Campaigns, Lerner’s creative agency dedicated to healthy behavior and chronic disease prevention.

Entering her second week at Columbia, Gina Wingood, founding director of Columbia’s Lerner Center and a professor of Sociomedical Sciences, was first to lead a national meeting of the Lerner Center universities, cognizant of all three Centers’ promising futures.

“By cross-fertilizing marketing insight and public health fact, Sid’s vision for the Lerner Centers is helping us take the next giant leap in public health promotion,” said Wingood. “Given the breadth of research unfolding in key areas like nutrition, tobacco control, and obesity prevention, this opportunity could not be more timely.”

Collectively and as individual research-based institutions, the Lerner Centers share the goal of translating public health evidence into popular calls-to-action through research, education, and service. The Centers used this inaugural meeting to become familiar with each other’s programming and to consider projects that might emanate from a three-way collaboration. In remarks about their respective activities, David Holtgrave, interim director of the Johns Hopkins Lerner Center, and Tom Dennison, director of the Syracuse Lerner Center, reported on programs that optimize Mondays Campaigns’ Meatless Monday collateral and other Mondays endeavors, all designed to catalyze individual decision-making for better health.

To describe Columbia’s Lerner Center, Wingood was joined by Grace Lee, MPH ’14, deputy director, who has been on board since the Center’s creation last year. Wingood and Lee reviewed a year of activity, including James Colgrove and Rachel Shelton’s evaluation of public comments on federal menu-labeling regulations, two pilot innovation grants promoting interdisciplinary collaboration across Columbia, and a media training given by the Union of Concerned Scientists for Mailman School junior faculty.

Inaugural Lerner Summit

For the delegation of Columbia faculty, staff, and students, the Summit served as welcome party of sorts for Wingood, even as the guest of honor gamely led the proceedings. A distinguished researcher in public health promotion and HIV prevention, Wingood brings decades of expertise designing and evaluating interventions to reduce health disparities in HIV, particularly among African-American women, whose rate of new HIV infections is 20 times that of white women.

In her opening greeting, Mailman School Dean Linda P. Fried remarked that the Summit would help “make science matter.” Celebrating the School’s newest academic leader, Fried said, “We’re delighted to welcome someone with Gina Wingood’s breadth, passion, and intellectual industry. She is a scholar who understands how to raise awareness of critical health disparities, institutionalized racism, and other obstacles to population health. With her appointment, the Lerner Center is ready to assert itself as a leader in the critical work of health promotion, at Columbia and around the world.”

Wingood has dedicated her career to developing gender- and culturally-appropriate HIV prevention interventions. Internationally recognized for research on social determinants of health, Sisters Informing Sisters about Topics in AIDS (SISTA) and five other HIV prevention interventions have been endorsed by the U.S. Centers for Disease Control and Prevention and implemented across the country. She has been invited twice as a speaker to the White House to share her experience with evidence-based, multi-level interventions. Prior to joining the Mailman School, Wingood was a professor of Behavioral Sciences and Health Education and the Agnes Moore Faculty in HIV/AIDS at Emory University.

Sid Lerner, and his wife, Helaine Lerner, a longtime advocate of sustainable agricultural practice, have campaigned together “to keep ‘the public’ in public health.” Though Sid Lerner characterized his efforts as “kibbitzing on the outside,” the Summit demonstrated how all three universities have embraced the idea of using marketing and public relations tools to distill academic ideas for a larger audience.

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PEGGY NEUPresidentThe Monday Campaigns

The Monday Campaigns is a non-profit public health initiative that dedicates the first day of every week to healthy behaviors that prevent chronic disease. By providing research, creative materials, and case studies, the Monday Campaigns helps partner organizations incorporate ready-to-scale health campaigns into their own health promotion programs. The organization also supports individuals through consumer websites and social media with weekly recipes, tips and resources that can help them live healthier week after week.

Sid LernerFounder

Even within the storied realm of “Mad Men,” Sid

Lerner is an advertising industry legend. His decades-

long career on Madison Avenue includes crafting

unforgettable campaigns for familiar household

products, writing six works of non-fiction, and leading his own creative and consulting business, Sid

Lerner Associates. While Sid’s best known campaign,

“Please Don’t Squeeze the Charmin,” has become

a permanent part of our language, his philanthropy

and insightful understanding of persuasive language

have benefited public health even more.

Unlike most donors, Sid Lerner is himself a public

health brand. As the founder and inspiration behind

Meatless Monday, Sid has influenced recipes, diets, marketing, and population health all over the world.

After learning that Americans eat 15 percent more

meat than they need, Sid developed Meatless

Monday, a communications and marketing campaign

which encourages people to abstain from eating

meat one day of the week. Since its inception in

2003, Meatless Monday has had global reach, with

37 countries and thousands of communities, schools,

and restaurants participating.

Sid and his wife, Helaine Lerner, funded three Lerner

Centers for Public Health Promotion at Syracuse

University, Columbia University, and Johns Hopkins

University. With interdisciplinary collaboration at

the heart, Sid’s keen vision and incredible support

ensures that the Centers play vital roles in facilitating

health, preventing disease, improving healthcare

quality and outcomes, and promoting health equity

in population health.

CONTENT ADAPTED FROM: Sid Lerner: Serving the Mailman School for more than a decade. (2015). Retrieved from www.mailman.columbia.edu/give/donor-profiles/sid-lerner.

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The Lerner Center for Public Health Promotion at Syracuse University improves the health of the community through service, research, education, as well as advocacy and policy. The Center works in partnership with citizens, students, researchers and public health professionals to identify needs, develop programming and deploy collaborative initiatives. Based at the Maxwell School, and working in conjunction with the Central New York Master of Public Health Program, the Center provides a foundation for respectful community engagement and develops evidence-informed policies that improve population health.

TOM DENNISON, PhDFaculty DirectorLerner Center for Public Health PromotionSyracuse University

DAVID HOLTGRAVE, PhDInterim DirectorLerner Center for Public Health PromotionJohns Hopkins University

GINA M. WINGOOD, ScD, MPHDirectorLerner Center for Public Health PromotionColumbia University

The Lerner Center for Public Health Promotion at Johns Hopkins Bloomberg School of Public Health equips public health professionals with the tools needed to win the battle against preventable diseases brought on by unhealthy behaviors and unfavorable social and policy environments on the local, national and global level. The Center trains faculty and students in the art and science of health promotion and advocacy and develops and disseminates innovative and effective health promotion and advocacy interventions that address key health issues.

The Lerner Center for Public Health Promotion at Columbia University Mailman School of Public Health conducts research, education, and service to improve health promotion and communication practices. By committing to widespread translation and implementation of evidence-based interventions, policies, and messages, the Center aims to close the large and well-documented gap between research and practice in public health. The Center draws from the distinctive approach of the Department of Sociomedical Sciences, which focuses on the social determinants of health and disease.

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12:00PM Lunch

1:00PM Welcome from Linda Fried Introduction by Gina Wingood

1:15PM Welcome from Sid Lerner

1:30PM Center Introductions Columbia University Johns Hopkins University Syracuse University

2:45PM Break

3:00PM Breakout Group Brainstorming Research Education Service

5:00PM Closing

Agenda

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Research Bringing timeliness to science. How to create health behavior change in real time while meeting the public health field’s need for scientific rigor.

Education Bringing promotional/marketing smarts into practice of public health. This might cover ways to involve industry through expert panels and speakers, recognition/awards for best campaigns in field and within schools, and interdisciplinary programs.

Service Modeling best practices for public health promotion. Meatless Monday is one example of a health promotion campaign – what other areas could the schools effectively collaborate on? This might include defining a “signature issue” which is a priority for each school–either a health behavior/issue (e.g. smoking, obesity, adherence) or a specific setting (e.g. local communities, hospitals, global health).

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Ideas for Collaboration

◆ SHARE RESEARCH: Share research across Centers, without jeopardizing protocol or publishing possibilities. Centers can set short-, mid-, and long-term goals in order to continue open information sharing along the way (e.g. presenting informally to the other Centers as a short-term goal, conference abstract as a mid-term goal, and published paper as a long-term goal).

◆ SHARE COURSE CURRICULUM: Share health promotion curriculum content and design across the schools. Also share resources and skills offered by the Monday Campaigns.

● DIRECTORY: Create a directory of who is doing what at each school and at the Monday Campaigns (e.g. who leads social media at each campus).

▲ GUEST LECTURES BY THE MONDAY CAMPAIGNS: Organize guest lectures by the Monday Campaigns staff to share skills, strategies, successes and challenges in creating effective health campaigns.

◆ Guiding Principle for Future Work

● Collaborative Project Idea

▲ Individual Site Project Idea

Key

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Research ◆ FORMATIVE RESEARCH AND PROCESS/

IMPLEMENTATION EVALUATION: Engage in process and implementation evaluations to help gather data on rapidly shifting trends (e.g. Facebook, Instagram, Twitter, Snapchat). On some occasions, rigorous scientific analysis may cause results to lose its relevance by the time the scientific method is complete. To speed up the gap between science and practice, Centers can prioritize formative research and process/implementation evaluations over outcome evaluations, with quicker results on what works at the moment.

◆ DATASETS FOR QUICK TURNOVER IN RESEARCH: Using secondary datasets (e.g. Google dataset) and collecting de-identified data (e.g. using anonymous surveys) will expedite IRB approval and research processes.

◆ PARTNER WITH BUSINESS COMPANIES TO EXPEDITE RESEARCH PROCESSES: Build partnerships between public health and the business sector to speed up the 17-year gap between research and practice. The private sector is accustomed to collecting polls and analyzing results quickly. Partnerships with businesses may help expedite the research process. For example, research companies such as FGI Research, who have access to pre-recruited common panels, can assist with timely formative research (e.g. awareness levels). However, it is important to be careful that the intervention target group is captured.

● ADAPTING EXISTING PROJECTS AND PROGRAMS: Identify projects that can be adapted, implemented, and tested within existing programs across the Center sites. Adapting existing programs to new sites, and sharing IRB protocols and methodologies would speed up research implementation and data collection processes. It is also more efficient to implement Monday campaigns within already-existing programs, partnerships and organizations. Examples include the NCAA and NIH partnership with the Photo-Voice Project, and taking advantage of existing working worksite wellness groups.

● GUIDING RESEARCH PRINCIPLES: Create guiding principles between the Centers that speaks to decreasing the time gap between research to practice (e.g. community-based participatory research). When creating these principles, consider tailoring the research for the audience at hand, and prioritize program dissemination and implementation to reach the target audience. Evaluate the program based on population needs, which may decrease the intensity of research rigor, but would match each Center’s goals.

● TURNKEY EVALUATION MEASURES & TOOLS, STANDARDIZED METHODOLOGY: Create a standard methodologies, tools, and measures for evaluating health campaigns. This may include creating standardized evaluation modules that can be applied to Monday initiatives across all sites. In order to evaluate the different aspects of the Monday Campaigns, the Centers and the Monday Campaigns should determine precise outcome measures (i.e. the fresh start effect, impact on participant behavior, or campaign medium effectiveness). Standardized tools may include identifying established health behavior questionnaires and worksite wellness turnkey evaluations.

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● STUDENT-LED MESSAGE TESTING: Work with students at each school to test potential campaign ideas with focus groups in each respective university campus and surrounding community. Tap into each school’s diverse student bodies in order to create more socially- and culturally-relevant messaging for the Monday Campaigns.

● STUDENT CONFERENCES, COMPETITIONS, AND PRACTICUM OPPORTUNITIES: Invite students from each school to participate in a joint conference for a few days of targeted health promotion and health communication training. Expand a health media campaign competition across the schools. Take an evidence-based health promotion program and challenge students to put a creative spin on it. Offer student practicum opportunities across the Centers, in coordination with the Monday Campaigns.

● CROSS-DISCIPLINARY ROUNDTABLES AND JOINT ENTERPRISE WORKSHOPS: Organize multi-disciplinary roundtables (e.g. media roundtable) to engage professionals across sectors. Organize workshops for academics and creative professionals to collaborate on an enterprise that achieves a shared public health goal.

▲ CREATIVE ENTERPRISE CASE STUDIES: Incorporate case studies that emphasize public health expertise and creative enterprises into each school’s core curriculum. For example, creative enterprise case studies may be incorporated into core courses at each school.

▲ MEDIA TRAININGS FOR PUBLIC HEALTH STUDENTS: Provide communication and media trainings for public health students while fostering cross-school collaborations. For example, partner with the Journalism School to create health care reporting projects, programs, and courses that would be available to public health and journalism students.

▲ INVOLVING OTHER SCHOOLS WITH PUBLIC HEALTH TOPICS: Foster cross-school student collaborations by connecting other schools of study (e.g. Business School, Journalism School, Art School) with public health topics.

▲ FACILITATE CROSS-REGISTRATION PROCESSES: Facilitate cross-registration processes (if available), to encourage students to pursue multi-disciplinary coursework. For example, disseminate information on how students can cross-register for courses at other graduate schools (e.g. Business School, Journalism School).

▲ CREATIVE COMMUNICATION SKILLS DIGEST: Create a digest or newsletter that includes accessible workshops and courses that teach creative communications skills. For instance, Lynda.com offers a plethora of online learning resources that may be relevant to public health and health promotion.

Education & Training

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Service

◆ SHARING STUDENT FEEDBACK: Facilitate student ideas and feedback on new Monday campaigns through each Center and affiliate schools.

● MICRO-CAMPAIGNS: To be responsive to community needs (e.g. neighborhood safety is the top priority for some communities, to enable physical activity), Centers can work with specific communities to identify priority health areas to pursue. Using this knowledge, the Centers and the Monday Campaigns can jointly develop and test micro-campaigns that are responsive to the needs of the community at hand. Settings may range from university campus students to local community residents surrounding each school. To develop, implement and test these micro-campaigns, the Centers can create the messaging, each school’s Communications Office can provide dissemination expertise, the Monday Campaigns can develop creative collateral, and the academic researchers can evaluate and publish the micro-campaigns.

● HEALTH CAMPAIGN AWARDS: Collaboratively develop criteria to determine the best health promotion campaigns, to be judged by a multi-disciplinary panel. The awards would be catered to campaigns developed by public health practitioners (e.g. local health departments).

● MONDAY PARTNERSHIPS FOR HEALTH: Encourage local businesses with existing university partnerships to oaffer discounts or host meet-ups on Mondays. Expand the reach of Move It Monday and the Monday Mile by building off of the annual National Public Health Week (i.e. reaching out to ASPH or ASPPH), and encouraging existing walk-a-thons to adopt Monday Mile walks.

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Directory

LISA METSCH, PhDStephen Smith ProfessorChair of Sociomedical Sciences Mailman School of Public Health Columbia [email protected]

GINA M. WINGOOD, ScD, MPHDirector, Lerner CenterSidney and Helaine Lerner Professor of Public Health PromotionMailman School of Public Health Columbia [email protected]

GRACE LEE, MPH Deputy Director, Lerner CenterMailman School of Public Health Columbia University (212) [email protected]

RACHEL SHELTON, ScD, MPHAssociate Director of Research, Lerner CenterAssistant Professor of Sociomedical SciencesMailman School of Public Health Columbia University [email protected]

MARITA MURRMAN, EdD, MS Associate Director of Education, Lerner Center Associate Professor of Sociomedical SciencesMailman School of Public Health Columbia [email protected]

JAMES COLGROVE, PhD, MPHProfessor and Deputy Chair for Masters Programs in Sociomedical SciencesMailman School of Public Health Columbia University [email protected]

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ANA ABRAIDO-LANZA, PhD, MAAssociate Professor of Sociomedical Sciences Mailman School of Public Health Columbia [email protected]

MARNI SOMMER, DrPH, MSN, RN Associate Professor of Sociomedical SciencesMailman School of Public Health Columbia [email protected]

LINDA P. FRIED, MD, MPH DeanMailman School of Public Health Columbia University(212) [email protected]

JILL BARKAN, MA, EDMAssociate Dean for Institutional AdvancementMailman School of Public Health Columbia University(212) [email protected]

PETER TABACK, PhDChief Communications OfficerMailman School of Public Health Columbia University(212) [email protected]

ANNE FOULKE TONER, MSAssociate Director for Social Media and Internal CommunicationsMailman School of Public Health Columbia University (212) 342-5312 [email protected]

MELISSA BERNSTEIN, MPHCenter Coordinator, Region 2 Public Health Training Center Mailman School of Public HealthColumbia University(212) [email protected]

MISA NUCCIO, MPHMonday Worksite Wellness ResearcherMailman School of Public HealthColumbia University

THANA-ASHLEY CHARLES, MPH ‘16Lerner Fellow Mailman School of Public Health Columbia University

MICHELLE TRUONG, MPH ‘16Lerner FellowMailman School of Public Health Columbia University

SAMANTHA BRANDSPIEGELSummer Intern, Lerner Center Mailman School of Public Health Columbia [email protected]

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TOM DENNISON, PhDFaculty Director, Lerner CenterSyracuse University(315) 443-9060 [email protected]

REBECCA BOSTWICK, MPAProgram Director, Lerner CenterSyracuse University(315) [email protected]

CYNTHIA MORROW, MD, MPHLerner ProfessorProfessor of Practice in Public Administration and Int. AffairsSyracuse [email protected]

LEAH MOSER, MPHProgram Coordinator, Lerner Center Syracuse University(315) [email protected]

ROBERTO MARTINEZ, MPHHealthy Neighborhood Project Coordinator, Lerner Center Syracuse [email protected]

Syracuse U

niversity

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DAVID HOLTGRAVE, PhDInterim Director, Lerner CenterDepartment Chair, Health, Behavior & SocietyJohns Hopkins University(410) [email protected]

LAURA FUENTES, MMDeputy Director, Lerner CenterHealthy Mondays Program DirectorJohns Hopkins University(410) [email protected]

JOANNA COHEN, PhD, MScDirector, Institute for Global Tobacco ControlProfessor of Health, Behavior & Society Johns Hopkins University(410) [email protected]

LAWRENCE CHESKIN, MD, FACPAssociate Professor of Health, Behavior & SocietyDirector, Johns Hopkins Weight Management CenterJohns Hopkins University(410) [email protected]

ALANA RIDGE, MPH, CPHProgram Officer, Center for a Livable FutureJohns Hopkins University(410) [email protected]

ELAINE DE LEON, MHSResearch Program Manager, Institute for Global Tobacco ControlJohns Hopkins University(410) [email protected]

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PEGGY NEUPresidentThe Monday Campaigns(212) [email protected]

CHERRY DUMAUALPR & Partnerships DirectorThe Monday Campaigns(212) [email protected]

MORGAN JOHNSON, MPHProgram Development and Research Director The Monday Campaigns(646) [email protected]

CATHERINE CHAO, MPH Program & Research AssociateThe Monday Campaigns(646) [email protected]

DANA SMITH Program DirectorI Love NY Water and Meatless Monday The Monday Campaigns(646) [email protected]

MARK DRISCOLLSenior Creative DirectorThe Monday [email protected]

JEFFREY WINESenior Creative DirectorThe Monday Campaigns(646) [email protected]

MARGARET DUNHAM Copywriter The Monday Campaigns(646) 878-0331 [email protected]

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Lerner Center for Public Health Promotion

Department of Sociomedical Sciences

Mailman School of Public Health

Columbia University

722 West 168th Street, 9th Floor

New York, NY 10003

Email: [email protected]

Phone: (212) 305-1483

mailman.columbia.edu/publichealthpromotion

© 2015 Lerner Center for Public Health Promotion at Columbia University. The information in this report is correct at the time of printing. The Lerner Center reserves the right to make changes as circumstances warrant.

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