Health Communication Case Studies
THCU’s 12 Step Communication
Model is a series
of case studies where the development of actual campaigns
is described using our 12-step process:
Case Study 1: Not to Kids
Case Study 2: PACE
Case Study 3: Be Safe: Have an Alcohol Free Pregnancy
Case Study 4: Project Breakthrough
Case Study 5: Safe Kids Week 2001
Case Study 6: Breathing Space
Case Study 7: "2 for 2 is What You Do" February 14, 2007
Case Study 7: "2 for 2 is What You Do"
Ontario Association for Public Health Dentistry, Spring 2003
The "2 for 2" campaign was OAPHD's first provincial initiative to improve dental hygiene in Ontarians. The concept was based on a campaign developed by the Middlesex-London Health Unit. The OAPHD Health Promotion and Advocacy Committee managed the "2 for 2" campaign. (PDF, 3Mb)
The Tobacco Control Act of Ontario (1994) requires that tobacco cannot be sold to anyone under the age of 19. Published literature has shown that underage youth often illegally access tobacco from their friends. The Not to Kids (NTK) media campaign was an initial step towards increasing knowledge and stimulating a shift in societal attitudes with respect to supplying tobacco to minors. Phase one involved the development, production, and implementation of a radio campaign across the Ontario jurisdiction of the Not to Kids Coalition (NTKC). (PDF, 357kb)
Fetal Alcohol Spectrum Disorder (FASD) is a term used to describe the range of defects and disabilities caused by prenatal exposure to alcohol. In 2000, the Hamilton-Wentworth Drug and Alcohol Awareness Committee (DAAC) received funding to form PACE, a project designed to enhance Hamilton's capacity to reduce the number of children born with FASD and to support children with FASD. Substantial evidence indicates that youth and adults with FASD are at an increased risk of delinquency and/or criminal activity. The goal was to reduce the rate of youth delinquency and crime by implementing a community-based strategy for the prevention of FASD in Hamilton, Ontario. (PDF, 384kb)
Prenatal exposure to alcohol can result in a wide range of lifelong problems and is linked to permanent brain damage, low birth weight, birth defects, and developmental delays. Fetal Alcohol Spectrum Disorder (FASD) is the umbrella term used to describe this range of defects and disabilities. Best Start: Ontario's Maternal, Newborn and Early Child Development Resource Centre is a key program of the Ontario Prevention Clearinghouse (OPC) that supports service providers across the province of Ontario working on health promotion initiatives to enhance the health of expectant and new parents, newborns, and young children. In collaboration with its partners (mentioned below), Best Start launched Ontario's first provincial, public-awareness campaign on alcohol use and pregnancy. (PDF,1.6MB)
Mental illness includes many types of mental disorders such as schizophrenia, major depression, panic disorder, obsessive compulsive disorder, bipolar disorder (manic depression), addictions, and eating disorders. People who suff er from mental illnesses are disadvantaged by a lack of research funding as well as a lack of compassion, understanding, and community resolve to assist them in coping with their illness. The Canadian Psychiatric Research Foundation (CPRF) is a national charitable organization founded in 1980 to raise and distribute funds for psychiatric research and awareness in Canada. CPRF supports long-term solutions to the enormous problem of mental illness. However, for 22 years CPRF has struggled to raise awareness about the need for psychiatric research funding. (PDF, 504kb)
Safe Kids Canada (SKC) is a national injury prevention program of Toronto's Hospital for Sick Children. It is funded entirely through corporate sponsorships and donations. Its purpose is to promote and implement evidence-based strategies to reduce the risk of unintentional injury, the leading cause of death and disability among Canadian children. Th rough a wide range of services and partnerships, SKC raises public awareness regarding injury risk and preventive action, provides free resources in both English and French, and advocates for changes that will create safer environments for children. Each year since 1997, SKC has conducted a Safe Kids Week (SKW) campaign. The campaign, which is funded by Johnson & Johnson, focuses on raising public awareness, providing education and advocating for change about one specific safety issue. (PDF, 401kb)
Public health research indicates that mass media messages combined with community-based interventions can be highly eff ective in creating widespread awareness to assist with behavior change. To this end, the Breathing Space partners implemented media campaigns in the summer of 2000 and the spring of 2001 that focused on protection from SHS. The campaigns included radio spots, print ads, transit shelter posters, and other community education strategies. (PDF, 602kb)
Appendix 2: Additional Campaign Materials (PDF, 538kb)
