Make TODAY Count!:
implementing a population
engagement and culture
change strategy
APHA 2014
Tuesday, November 18, 2014
Session 4357.0
Conflicts of interest
I have no conflicts of interest to
disclose
Mark E. Wallace, MD, MPH
• CEO/CMO, North Colorado Health
Alliance
• Executive Director, Weld County
Department of Public Health &
Environment
Co-authors
• Vincent Atchity, PhD, COO – North
•
Colorado Health Alliance
Carlee Rosen, MPH, Campaign
Coordinator – North Colorado Health
Alliance
Thriving
Weld
County
Destination
Community
Dashboard
Allied
Partners
Healthy
Eating
Education
Aims Community College
CSU Extension
University of Northern
Colorado
Weld County School District 6
Other Allies
Healthy
Mind &
Spirit
Communi
ty Service
High Plains Library
District
Tower21
United Way
Weld Food Bank
Youth & Family
Connections
Other Allies
Active
Living
Health
Care
Banner Health
Colorado Access
Kaiser Permanente
North Range Behavioral
Health
Sunrise Community
Health
Other Allies
Quality
Education
&
Livelihood
Business
Greeley Chamber of
Commerce
Latino Chamber of
Commerce
JBS
State Farm
Other Allies
Access
to Care
Faith-Based
Organizations
Catholic Charities
Christ Community Church
Family of Christ
Presbyterian Church
Salvation Army
Other Allies
Governmen
t
City of Fort Lupton
City of Greeley
Weld County
Commissioners
Weld County Dept. of
Public Health &
Environment
Weld County Department
of Human Services
Understand the Target
Audience
• Short on Time
• Short on Attention Span
• Short on Money
• Not Thinking about Health
Understand the Target
Audience, cont.
• Chronically ill (62% of Weld County
•
•
adults, and 1 in 4 children, overweight
or obese)
Depressed (30%)
Impoverished amidst great wealth
(over 50% of Weld County children
eligible for Medicaid—in one of the
nation’s “fastest growing economies”)
Special Focus on Kids &
Community Leaders
• Where culture change happens
Population Engagement Strategy
Based on What We Know Works
• No need to reinvent the wheel!
• Game shows and reality TV
• Simple messages & repetition
Familiar Structural Elements:
Competition
• Challenges
• Weigh & Win
• Spin wheel
• Physical activity game shows
Familiar Structural Elements:
Prizes and Incentives
• Gift cards to local businesses
• Water bottles
• Tote bags
• Frisbees
• Lunch boxes
Familiar Structural Elements:
Real Life Stories
• Everyman/Everywoman protagonists
• Local health heroes
• Social media channels
Familiar Structural Elements:
Life Can Change in a Flash
Scenarios
• Small steps
• Incremental measurement
• Make TODAY Count!
Familiar Structural Elements:
Rooting for the Underdog
• Ground zero for U.S. public health
•
crisis (anywhere) can become ground
zero for U.S. public health revival
(everywhere)
Not the Garden of Eden…
Familiar Structural Elements:
Keeping Score
• Community Health Data Dashboard
• Calendar-driven
Thriving
Weld
County
Destination
Community
Dashboard
Allied
Partners
Healthy
Eating
Education
Aims Community College
CSU Extension
University of Northern
Colorado
Weld County School District 6
Other Allies
Healthy
Mind &
Spirit
Communi
ty Service
High Plains Library
District
Tower21
United Way
Weld Food Bank
Youth & Family
Connections
Other Allies
Active
Living
Health
Care
Banner Health
Colorado Access
Kaiser Permanente
North Range Behavioral
Health
Sunrise Community
Health
Other Allies
Quality
Education
&
Livelihood
Business
Greeley Chamber of
Commerce
Latino Chamber of
Commerce
JBS
State Farm
Other Allies
Access
to Care
Faith-Based
Organizations
Catholic Charities
Christ Community Church
Family of Christ
Presbyterian Church
Salvation Army
Other Allies
Governmen
t
City of Fort Lupton
City of Greeley
Weld County
Commissioners
Weld County Dept. of
Public Health &
Environment
Weld County Department
of Human Services
Advancing on Multiple Fronts
• Grassroots
• Organizational partners
• Media surround-sound
• Making the business case for health
to community leaders
Campaign Staffing
• Marketing/Communications
• Partnership Development
• Message Dissemination
• Data Collection & Presentation