Special Topics Series Materials:
January 28 & 29, 2002
Tools of Change: Integrating and Applying
Social Marketing Best Practices: Morning January 28, 2002
Description of workshop
Want a quick and easy way to start or enhance your organization’s
social marketing activities? How about proven methods for improving
your program’s impact and cost effectiveness? Join us for this
three-hour workshop, and you will get a brief introduction to social
marketing, a step-by-step planning methodology, a toolkit of proven
techniques, and a free social marketing web site that can support and
keep you up-to-date after the workshop. You will also have an
opportunity to apply what you learn to your own programs.
Facilitator: JAY KASSIRER
Jay
Kassirer has nineteen years of professional marketing, communications
and related research experience. He has contributed to the planning
and development of a diversity of social marketing undertakings such
as: Canada Mortgage and Housing Corporations’ Healthy Housing and
sustainable community planning initiatives; Toronto Public Health’s
new 20/20 campaign; Green Communities; Nortel Network’s active and
sustainable commute program; Healthy Indoors; and the government of
Canada’s clean air and climate change programs.
Jay
developed the widely acclaimed workbook / Web site, Tools of Change:
Proven Methods for Promoting Health and Environmental Citizenship
(which will be used as the basis for the workshop) and is a recognized
leader in the development of community-based social marketing
approaches. He holds a Master of Business Administration Degree
(with distinction) in marketing from York University and an Honours
Bachelor of Science Degree in biology and environmental sciences from
Queen's University.
Slides
used for workshop. Click here to download Powerpoint.
Click here to download pdf
of slides.
Ethics in Social Marketing and
Communications:
Afternoon January 28, 2002
Description of workshop
Do the ends always justify the means? Is some exaggeration
acceptable to get your audience’s attention? Are you able to answer
questions, such as “Who are you to tell people what to do?” Have
you chosen a population segment based on real needs or because it will
be the easiest one for you to reach? What should you do if your
results show that you have done more harm than good? Most social
marketing and health communications projects give rise to ethical
dilemmas related to either the ends being pursued or the possible
strategies and tactics used to achieve them. Issues are often raised
during the course of a project by project managers, board members,
senior management, colleagues, clients, audience members, community
groups, partners, the media, opponents to the cause, or even by your
friends, children or partner. This workshop will provide ways to
identify ethical dilemmas and consider practical solutions.
Facilitator: FRANCOIS LAGARDE
François
Lagarde, M.A., has worked as a social marketing and communications
consultant since 1991. From
1984 to 1991, Mr. Lagarde worked for ParticipACTION where he
served as vice-president and manager of national media
campaigns/special projects. He is currently a consultant to several
organizations in the health, environment, development aid and housing
fields. Mr. Lagarde’s client base is wide-ranging:
foundations, community groups, private companies, and public agencies,
including several health organizations, as well as federal and
provincial departments. Mr. Lagarde is a trainer and frequent guest
speaker at seminars in several Canadian and foreign universities and
organizations. He also teaches the social marketing course in
the Master’s in Health Services Administration program at the
University of Montreal. He is the author of Health Canada’s
Social Marketing Online Tutorial. He was the co-chair of the
Innovations in Social Marketing Conference held in Montreal in July
1999.
Slides used
for workshop. Click here to download Powerpoint.
Click here to download pdf
of slides.
Worksheets
used for workshop. Click here to download Word.
Click here to download pdf
of worksheets. Click here to download Word
French version of the worksheets.
Adapting and Spreading Best Practices:
Morning January 29, 2002
Description of workshop
This workshop is intended for program managers, funders of change
initiatives, and staff in the position of selecting from program
alternatives. The session will focus on the purposive use of diffusion
of innovation theory to select, adapt, and spread best practices in
health promotion and disease prevention to avoid “reinventing the
wheel” without due cause. We will identify the diffusion concepts
most usable as purposive strategies, demonstrate their application to
real-world programs, and concentrate on strategies for successfully
encouraging others to adopt programs that have been shown to work.
Tracking or measurement of diffusion results will also be covered.
Facilitator: JAMES W. DEARING
James W. Dearing (Ph.D., University of Southern California) is
Associate Professor of Communication at Michigan State University and
Director of the Health & Risk Communication Center, where his
primary activity is to conduct social science research about the
spread of new ideas. He has been principal investigator for
research sponsored by the U.S. National Science Foundation, the U.S.
Environmental Protection Agency, and the U.S. Agency for Health Care
Policy and Research. Dearing was Visiting Assistant Professor at
the University of Michigan and Visiting Research Associate at the
University of California, Berkeley. He teaches courses in
program evaluation, the diffusion of innovations, and mass
communication theory. Dearing was awarded the Thomas J. Kiresuk
Award for Excellence in Scientific Research by the U.S. Knowledge
Utilization Society, and won the national student paper competition of
the American Association for Public Opinion Research. Recently
he finished a 3.5-year project for the W. K. Kellogg Foundation for
which he was principal investigator for a cluster evaluation of
policy, institutional, and organizational change in three communities.
Slides used
for workshop. Click here to download
Word Document.
Documents
distributed at the workshop. Click here to download
Diffusion of Best Practices by Grantors. Click here to download
Diffusion
of Best Practices by Grantees.
A Continuous Quality Improvement Approach to
Evaluation:
Afternoon January 29, 2002
Description of workshop
This workshop
will be of interest to evaluators seeking to increase the acceptance
and application of evaluations, as well as project team leaders and
members wanting to do the same. A continuous quality improvement (CQI)
approach to evaluation uses both process and outcome evaluation but
interprets results in a formative manner to guide further program
development. Using this approach, evaluation becomes an ongoing
feedback loop integrated into program development. Some of the
advantages to this approach include: quality improvement is a less
threatening concept to staff than evaluation; CQI focuses on learning
as opposed to a succeed/fail dichotomy; A CQI approach can be more
effective in attaining continued funding because it uses evaluation
results to drive improvement planning; and funders can be clearly
shown what improvements will be made as a result of continued or
increased funding. The presenters will discuss the ideas of leading
organizational development and quality improvement innovators like
Scholtes, Demming, and Nolan and provide examples of how they have
applied them to their evaluation practice.
Facilitator: BARB VAN MARIS, SMALLER WORLD COMMUNICATIONS
Barb van Maris has advanced education in research design, program
evaluation epidemiology and biostatistics. She holds an undergraduate
degree in Kinesiology and Health Sciences and a Masters degree in
Health Behaviour. She has worked for fourteen years in the area
of program evaluation, clinical research, performance measurement, and
market research. In conjunction with her research interests, she has
developed strong computer skills in database and information
management. Linking databases from multiple sources, manipulating
data, and database management have become integral skills essential
for most research projects. Barb has strong communication skills
demonstrated through scientific publications, business reports and
presentations. She has designed both qualitative and quantitative
studies, developed surveys, moderated focus groups, and completed the
appropriate analysis. Barb's strength is her ability to explain
research and statistics in clear, simple language to clients with
varying levels of understanding of research techniques.
Slides
used for workshop. Click here to download Powerpoint.
Click here to download pdf
of slides.
