It’s about honesty. It’s about knowledge. It’s about time.

Sexual Health Messaging:
An Introduction
Overview
• Translate sexual health into a household concept that is
widely understood and embraced by the public.
• Heart ...
The Landscape is Relatively Bare
• Current definitions primarily aimed at
professional audiences, ranging from 56 to 111
w...
The Field Identifies a Need
• During consultations one participant
commented,
– “Rather than focusing on getting the
(prof...
The Communications Action Group
(CAG) Takes Up the Charge
• CAG devotes considerable time and energy to
create a strategy....
How Did We Do It?
• Relied on expertise of CAG, which included 16
organizations/individuals.
• Engaged in a highly interac...
Communications Action Group: Members
Organization

Participant

Advocates for Youth

Debra Hauser

American College Health...
Communications Action Group: Members (cont.)
Organization

Participant

The National Campaign to Prevent Teen and
Unplanne...
Our Tone and Approach
• Promote: positive, empowering, holistic across
the lifespan
• Avoid: negative, fear-based, disease...
What Did We Create?
• Four different draft definitions
• Benefits – a total of 26 possible

• Action Steps – five steps wi...
Pre-testing with the Public is Essential
• To test clarity, appeal, relevance, and perceived
importance among the public.
...
How Will We Use It?
• Produce message framework(s): easy to
use, graphic presentation.
• For your “elevator” speech, media...
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Sexual Health Messaging- An Introduction

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Sexual Health Messaging- An Introduction

  1. 1. It’s about honesty. It’s about knowledge. It’s about time. Sexual Health Messaging: An Introduction
  2. 2. Overview • Translate sexual health into a household concept that is widely understood and embraced by the public. • Heart health as a model: public can identify action steps and benefits. • Create a simple, clear message framework. • Essential to achieve coalition goals: open dialogue and public action to improve sexual health. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  3. 3. The Landscape is Relatively Bare • Current definitions primarily aimed at professional audiences, ranging from 56 to 111 words. • Websites usually focus on diseases, testing, or contraceptives, not overall framework for good sexual health. • We simply did not have the words or messages to do so. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  4. 4. The Field Identifies a Need • During consultations one participant commented, – “Rather than focusing on getting the (professional) field to accept one universal definition of sexual health, perhaps the focus should be on helping the general public understand what sexual health is, and to develop accessible language to get them there.” It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  5. 5. The Communications Action Group (CAG) Takes Up the Charge • CAG devotes considerable time and energy to create a strategy. Our goal was to: – Create a short, simple definition of sexual health to inform (less than 20 words) – Identify the benefits that will motivate public to act – Define core action steps to good sexual health It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  6. 6. How Did We Do It? • Relied on expertise of CAG, which included 16 organizations/individuals. • Engaged in a highly interactive process, involving numerous meetings and calls. • Also drew upon sexuality education models/frameworks. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  7. 7. Communications Action Group: Members Organization Participant Advocates for Youth Debra Hauser American College Health Association Heather Eastman-Mueller American Sexual Health Association Deborah Arrindell Answer Elizabeth Schroeder California Coalition Against Sexual Assault/Prevent Connect David Lee Center for Research and Education on Gender and Sexuality at San Francisco State University Colleen Hoff Gay, Lesbian & Straight Education Network (GLSEN) Daryl Presgraves Howard University Student Health Center Erin Snowden Michaels Opinion Research, Inc. Maureen Michaels National Association of County & City Health Officials Kate Heyer It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  8. 8. Communications Action Group: Members (cont.) Organization Participant The National Campaign to Prevent Teen and Unplanned Pregnancy Larry Swiader Ogilvy Public Relations: Washington, DC Tom Beall Planned Parenthood Federation of America Jennifer Johnsen Project Inform Dana Van Gorder SIECUS Monica Rodriguez Youth+Tech+Health (YTH) Deb Levine Amy Schalet Beverly Whipple It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  9. 9. Our Tone and Approach • Promote: positive, empowering, holistic across the lifespan • Avoid: negative, fear-based, disease-based, stigmatizing • Broad-based appeal: a message framework that’s relevant and appealing to general public across the lifespan It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  10. 10. What Did We Create? • Four different draft definitions • Benefits – a total of 26 possible • Action Steps – five steps with supporting points for each It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  11. 11. Pre-testing with the Public is Essential • To test clarity, appeal, relevance, and perceived importance among the public. • Essential to shape an effective strategy that works with our intended audiences. • Testing will help us select, modify, and assign priority to messages. • Collaborated with Michaels Research to conduct pretesting. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  12. 12. How Will We Use It? • Produce message framework(s): easy to use, graphic presentation. • For your “elevator” speech, media interviews, presentations, or materials for the public. • Widespread dissemination to coalition members and others who can promote sexual health. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.

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