Make TODAY Count!: implementing a

population engagement and culture change

strategyAPHA 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

Healthy Eating

Healthy Mind & Spirit

Thriving Weld

County

Active Living

EducationCommunity Service

Health Care

BusinessFaith-Based Organizations Governmen

t

Community Dashboard

Allied Partners

Destination

Catholic CharitiesChrist Community ChurchFamily of Christ Presbyterian ChurchSalvation ArmyOther Allies

High Plains Library DistrictTower21United WayWeld Food BankYouth & Family ConnectionsOther Allies

Banner HealthColorado AccessKaiser PermanenteNorth Range Behavioral HealthSunrise Community HealthOther Allies

Greeley Chamber of CommerceLatino Chamber of CommerceJBSState FarmOther Allies

Aims Community CollegeCSU ExtensionUniversity of Northern ColoradoWeld County School District 6Other Allies

City of Fort LuptonCity of GreeleyWeld County CommissionersWeld County Dept. of Public Health & EnvironmentWeld County Department of Human Services Other Allies

QualityEducation

& Livelihood

Access to Care

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

Healthy Eating

Healthy Mind & Spirit

Thriving Weld

County

Active Living

EducationCommunity Service

Health Care

BusinessFaith-Based Organizations Governmen

t

Community Dashboard

Allied Partners

Destination

Catholic CharitiesChrist Community ChurchFamily of Christ Presbyterian ChurchSalvation ArmyOther Allies

High Plains Library DistrictTower21United WayWeld Food BankYouth & Family ConnectionsOther Allies

Banner HealthColorado AccessKaiser PermanenteNorth Range Behavioral HealthSunrise Community HealthOther Allies

Greeley Chamber of CommerceLatino Chamber of CommerceJBSState FarmOther Allies

Aims Community CollegeCSU ExtensionUniversity of Northern ColoradoWeld County School District 6Other Allies

City of Fort LuptonCity of GreeleyWeld County CommissionersWeld County Dept. of Public Health & EnvironmentWeld County Department of Human Services Other Allies

QualityEducation

& Livelihood

Access to Care

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