Participate in anti-stigma communications project
What Is It?
WNC Anti-Stigma Messaging Campaign was identified by community members and the Substance Use Prevention Alliance as an action, when combined with other actions in our community, that has a reasonable chance of making a difference in 'Life has been negatively affected by substance use (self or someone else),' 'Past-year opioid use (with or without prescription), 'Emergency department visits for unintentional medication or drug overdoses' in our community. This is a new program in our community, though related messaging was previously placed by another partner on a smaller scale.
The priority population for this anti-stigma messaging campaign is individuals living in Haywood County misusing substances, living with Substance Use Disorder (SUD), and those who are indirectly affected by SUD. The anti-stigma messaging campaign aims to make a difference at the interpersonal, community, and organizational levels. Implementation will take place at the community and organizational levels.
Public health staff and partners helped plan a regional anti-stigma campaign, which is actively seeking funding. During this process, participants focused on the overall direction, listening and learning, planning their approach, and designing the messages. Many participants were previously involved in a nationally-recognized COVID campaign.
2023 update:
Two social media campaigns aired in 2023. View from Here WNC was a broad campaign with healthy eating, active living, vaccine resource, mental health, and substance use messaging. The scorecard performance measures for this program only include metrics for the substance use-specific ads. For campaign metrics related to all ad types, click the performance measure for View From Here - Campaign Reach. The See Me WNC campaign focused on anti-stigma messaging related to substance use. For both campaigns, English and Spanish ads were placed in the region. Each participating organization received a menu of ads and chose what ran in their community. Point of data clarification: some individuals may have viewed more than one campaign, therefore 'number of Haywood County residents reached' was calculated as an average.
Partners With A Role To Play
The partners for this campaign include:
|
Agency |
Person |
Role |
| Western North Carolina Health Network | WNC Health Network Staff | Lead |
| Haywood County Health and Human Services | Megan Hauser/Seth Barton | Collaborate |
| JB Media Group | Project Management Staff | Lead |
| Vaya Health | Vaya Health Staff | Collaborate |
Work Plan
|
Activity |
Resources Needed |
Agency/Person Responsible |
Target Completion Date |
|
Planning [advisory meetings and listening sessions] |
All individuals/organizations in advisory group & Haywood County residents (for listening sessions) |
WNC Health Network staff, Megan Hauser |
10/31/2022 |
| Planning [Create campaign toolkit that includes tailored strategies for focused target audiences, resources, template materials, key data, printable materials, a video library, etc.] | Individuals with subject matter expertise, individuals with lived experience, third-party media partner | WNCHN | 10/31/2022 |
| Identify or create a website to hold resources, content, and information needed to support the campaign goals. | Website host, domain name, dashboard sfotware | WNCHN | 10/31/2022 |
|
Implementation (TBD) |
Media for messaging/platforms willing to display messaging (e.g. radio, billboard, news outlets, etc.)/funding |
WNC Health Network staff, Megan Hauser |
TBD |
|
Ongoing Evaluation |
TBD |
TBD |
Ongoing |
Evaluation & Sustainability
Evaluation Plan:
We plan to evaluate the impact of the anti-stigma messaging campaign through the use of Results-Based AccountabilityTM to monitor specific performance measures. We will monitor How Much, How Well and Better Off Performance Measures. Currently, we plan to evaluate the 'number of advertisements placed,' 'Number of advertisement engagements,' 'Number of clicks from online advertisements,' and 'Number of Haywood County residents reached.' We will track evaluation activities using the draft Work Plan table.
| Results | Measures | Methods |
|
Campaign materials are reaching [target audiences]. How much |
» Extent to which campaign materials are disseminated through channels that reach a significant proportion of the population » Extent to which efforts are made to touch historically |
» Reporting data - Reach - Demographics |
|
Campaign materials are engaging. How well |
» Appeal of materials » Perceived likelihood of materials to shift behavior |
» Reporting data - Engagement rate » Survey of participant leads |
|
Western NC residents have increased awareness, attitudes, and practices around the identified health practice [name here]. How well and Better off |
» Frequency of sharing of positive attitudes and practices associated with campaign among social media participants |
» Reporting data - Impressions - Engagement rate - Link clicks - Video views » Public Survey - % who report seeing the ads had an affect on their [topic]-related behaviors - % who report the ads led them to seek more information about [topic] and related preventive behaviors |
|
Local health communicators have increased capacity to create and disseminate health communication materials. Better off |
Extent to which participants experienced changes in: » Knowledge and skills to create [topic-related] materials » Ability to disseminate materials » Knowledge of how and where to obtain support |
» Survey of participant leads: % who agree with the statements: - “My participation in this campaign helps me to build my capacity to support my agency/facility or community to address [health topic]” - “Participation in this campaign increases my capacity to create and/or disseminate communications materials related to [health topic]” |
|
Campaign participants believe that the collaboration was a positive experience. How well |
Ways that the campaign was experienced by the participants » Communication with WNCHN and others in the campaign » Respect » Valuable use of time |
» Survey of participant leads - % of participants who agree with the statement: “I feel respected” and “participation in this campaign is a valuable use of my time” |
Sustainability Plan:
The following is our sustainability plan for Haywood County's anti-stigma messaging campaign:
- Sustainability Component:
- Consistent evaluation of program performance measures to ensure ongoing effectiveness and demonstrate successes to funders and other key stakeholders.
- Participate in monthly meetings with WNCHN and stakeholders to ensure all are in agreement and concerns are addressed.
- Consistent efforts in identifying new community partners/stakeholders.
- Ensuring we have the capacity to accomplish documented goals
Measures
Period
Trend
% Change
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