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Drilling Down

Drilling Down. Using Coalitions to Change Social Norms CTCP Webinar June 30, 2011. Mele Lau-Smith Carol McGruder. Agenda Drilling Down- ”Using Coalitions to Change Social Norms”. Managing your Scope of Work Guiding Principles Laying the foundation, setting the tone

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Drilling Down

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  1. Drilling Down Using Coalitions to Change Social Norms CTCP Webinar June 30, 2011 Mele Lau-Smith Carol McGruder

  2. AgendaDrilling Down- ”Using Coalitions to Change Social Norms” • Managing your Scope of Work • Guiding Principles • Laying the foundation, setting the tone • Support vs. Control • Power Dynamics • Community Action Model Overview • Successful Campaigns-Lessons Learned • Tools and Resources

  3. Brief Review Rules of Engagement • Benefits of Coalitions • The Art of Relationship Building • Playground Rules • Creative Outreach Strategies • Hard to Reach Populations • Messaging with a Purpose • Homework Assignments

  4. Homework Assignments • Think about a coalition campaign year that didn’t go well and see what principles/guidance from today’s webinar might have helped. Or • Think about a coalition campaign year that went well and see what principles/guidance from today’s webinar were at play.

  5. What is a Coalition?? A coalition is a group of individuals and/or organizations with a common interest who agree to work together toward a common goal.

  6. Sometimes in spite of doing everything right it is just plain hard to do! • Not naturally occurring coalition • Common interest-Common goals

  7. Messaging with a Purpose • Know the community • It must be a real issue that is relevant to that community • Spend time educating the community on “how” it is relevant to them • Connect the dots

  8. Creative Outreach Strategies • Attend and participate in non-tobacco community meetings/events • Join a coalition that has the types of people/groups you want to recruit • Create concrete benefits for coalitions members

  9. Creative Outreach Strategies • Is your staff representative of the population you serve? • Get recruitment help from people who are like the people you want to recruit • Focus Group-Pre-Evaluation outreach • Create concrete benefits for coalitions members

  10. The Art of Sustaining Relationships ……………………………………..“keeping the fires burning” • Inoculate project with sense of purpose • With or Without funding dollars • Real “relationships” endure • Keep in touch after immediate goal/campaign is met • Look out for people • Pass on information/opportunities • Encourage them in other life pursuits

  11. The Art of Sustaining Relationships ……………………………………..“keeping the fires burning” • Capacity Building • Reciprocity • Supportive Atmosphere

  12. Homework Assignments • Think about a coalition campaign year that didn’t go well and see what principles/guidance from today’s webinar might have helped. Or • Think about a coalition campaign year that went well and see what principles/guidance from today’s webinar were at play.

  13. Mele Lau-Smith • San Francisco Tobacco Free Project

  14. Framing Your Message • Relevancy • What do these issues have to do with me? • What do these issues have to do with my community • Caveats • People perceived as outsiders must be sensitive to culture of that community • Images • A picture really is worth a thousand words

  15. African American Issues Economic Development Racism/Oppression Other Health Concerns Chronic Diseases AIDS Poverty Violence African Issues Economic Development Post Colonialization Other Health Concerns Tropical Diseases AIDS Poverty Political Instability/War Issues and Concerns

  16. Meet Marie Evans • Grew up in Boston public housing • Given free Newport cigarettes at the age on nine • Addicted to cigarettes at age 13 • Dead at 54 years of age

  17. What messages will resonate with your groups? • Youth • Adults • Ethnic Groups • LGBT • Urban • Rural • Moral

  18. Discussion Break Comments, Questions…Can We Talk!

  19. Outreach • Connectors • Know people from different stratas of society • Mavens • Gather information and “MUST” share it • Genetic Helpers

  20. Building Relationships • All types of people intersect • Model respectful engagement • Don’t be phony or over do it • Model dealing with difficult personalities • Make a place for members to give honest feedback • Ask and be receptive to answers • The good, the bad, and the ugly

  21. Community Action Model Creating Change by Building Community Capacity Step 1 • Train Participants (develop skills, increase knowledge, build capacity) • Name the Issue • Choose Area of Focus Repeat the Process Step 2 Step 5 Define, Design & Do Community Diagnosis Maintain & Enforce Action or Activity • An ACTION is: • achievable • long-term, or sustainable • compels another entity to do something to change the environment (place people live) for the well being of all • An ACTIVITY is: • An educational intervention that leads up to and supports an action. Step 3 Analyze Results of Community Diagnosis Select Action or Activity & Implement Step 4

  22. Discussion Break Comments, Questions…Can We Talk!

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