Children’s Healthcare Australasia Conference The Journey Towards Excellence in Children’s Healthcare 23-24 October 2012, Sydney Care for Kids’ Ears campaign:A media partnership approach to communicating ear disease prevention and treatment messagesto Aboriginal and Torres Strait Islander people at a local community level Dr Helen Price Department of Health & Ageing
Introduction• Care for Kids’ Ears - aims to help reduce high prevalence of chronic middle ear infections leading to hearing loss in Aboriginal and Torres Strait Islander communities.• Part of $58.3 million investment to improve ear and eye health for Aboriginal and Torres Strait Islander Communities.
IntroductionThis presentation will: – outline the strategic approach taken to address challenges of implementing a national initiative that can respond to diverse communication needs of urban, regional and remote communities, while delivering consistent ear health promotion messages – showcase the diversity of creative materials being produced to effectively reach and engage local audiences.
Background to campaign and strategy• Formative research in 2010 informed communications strategy.• Primary target audience : Aboriginal and Torres Strait Islander parents and carers with children zero to five years old.• Secondary target audience: 2 groups to help convey ear health promotion messages: – Health professionals and practitioners – Early childhood workers and teaching staff.• Children are also a secondary campaign audience.
Background to campaign and strategyThe campaign aims to convey positive and clear healthmessages including:•prevalence and seriousness of ear disease•link between ear disease and hearing loss•importance of regular ear checks•that ear disease can be prevented and treated•symptoms of middle ear infections, and•risks and protective factors.
Background to campaign and strategy• Challenges of implementing a national initiative that can – respond to diverse communication needs of urban, regional and remote communities – deliver consistent ear health promotion messages.• Two integrated components: – national distribution of evidence-based ear health promotion resources, and – funding of 35 media organisations to design, produce and broadcast locally tailored communications including radio, film, TV and live broadcasts.
The national targeted resources• A series of resources were developed for national distribution to the different target audiences, based on: – the Recommendations for Clinical Care Guidelines on the Management of Otitis Media in Aboriginal and Torres Strait Islander Populations (updated 2010) – expert advice from University of Western Australia and Campaign Reference Group, and – findings from market testing.
The national targeted resources National targeted resources: •Resources for parents and carers •A resource kit for health professionals for use with parents and carers in a health care setting •Resource kits for early childhood and community groups, and teachers and teachers’ aides. Other collateral: •A campaign resource flyer •A range of branded merchandise to support grass root events.
Ordering resources and distribution• Resources can be ordered through the campaign website at www.careforkidsears.health.gov.au (see flyer for details).• These resources have been distributed to a broad range of stakeholders and networks, including the AML Alliance.
Media Partnership Projects35 media organisations funded in communities around Australia
Media Partnership Projects• Ear health promotion projects include : – radio, TV, short films and documentaries, DVDs and music, grassroots events, school-based activities, outdoor broadcasts and community engagement programs.• National resources promoted and distributed at a grassroots.• Media organisations building relationships with local healthcare services.
Media Partnership Projects• Rap song from 4MUR Radio in Mackay, Qld• A short claymation film by Goolari Media Enterprises in Broome, WA• An example of in-language health messages for radio – Stop Sick Ears by Nganjatjarra Media, WA• A clip from a short film by film maker Beck Cole – Listen Up! produced by CAAMA Productions in Alice Springs, NT.
Next steps and opportunities for engagement• Development and strategic distribution of multi-lingual, multimedia tools• Campaign evaluation, including online survey.
Further information Find out more about the campaign at the website: www.careforkidsears.health.gov.au Helen Price Department of Health and Ageing email: email@example.com