Post on 04-Aug-2020
Welcome !The VICNetwork Webinar will begin
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The Virtual Immunization Communication (VIC ) Network is a project of the National Public Health Information Coalition (NPHIC) and the
California Immunization Coalition, funded through a cooperative agreement with the Centers for Disease Control and Prevention.
VIC Network
A nationwide ‘virtual’ immunization
community of health educators, public
health communicators and others who
promote immunizations
Objectives
At the conclusion of the webinar, participants will be able to:
Describe how to use credible and effective stories or personal
accounts to connect with the public and to share information
Demonstrate the use of storytelling as an informal, personal
means of communication and as a way to personalize abstract
or science based messages
Distinguish between effective storytelling and informative facts
and describe the importance of each in communicating a
strong message
.
Is there any way to put a screen shot in here to help people
know where / how they can ask a question?
Storytelling: A Tool for Effective
Communication
Bill Smith Ed.D.
Institute for Social Marketing
…why people love
… and fear
bill smith makingchange4u@gmail.com
Storytelling, framing and credibility in Public Health, or…
Story
A story creates a frame.
A frame tells you how to think about a problem.
Facts
“Youth are drinking
more than ever.”
help define what you
are fighting against.
Stories Reframe the Facts
“Storesselling booze illegally to kids
have doubled in the
last six months.”
“Storesselling booze illegally to kids
have doubled in the
last six months.”
It’s about Your Health Environmental Smoke Corporate Crooks
Education Restrictions Law Suits
What’s the problem?
Who’s to blame?
What’s the solution?
STORY TELLING
What makes a story credible.
•Who tells it.
•The Amount of detail.
•The logic and authenticity of the story line. It could happen.
The Right Partners
Hon . You going immunize that child?
What is that vaccination schedule I heard about?
All we got to do mom, is google it.
No hero
No villain
No fatal flaw
No journey.
Get Attention
Fatal Flaw/Failure
Final Success
Learning/ Message
SURPRISE
Hero
Problem
Victory
Surprise
Inspire
STORY LESSON: The flu can be unpredictable, often diagnosed as a minor infection.
A young pregnant mother was also diagnosed with a minor infection. Her fever spiked, labor was induced and her child arrived healthy. But the mother remains in a coma after suffering brain damage. She never got the flu shot.
Flu is not only serious, it is unpredictable and often mis-diagnosed as a minor infection.
STORY LESSON: The flu can be unpredictable, often diagnosed as a minor infection.
A 4 year old girl named Ameed was diagnosed with a minor infection on Christmas eve. The next morning, 2 hours after opening her presents she was rushed to the hospital with a temperature of 107. She died an hour later. Her father was a physician who couldn’t get her a flu shot.
Ways to Begin
Once Upon a Time
Before it All Began
Suddenly things changed.
Cast
HeroMentorFriendsVillain
Stages
GriefDenialAnger
BargainingDepressionAcceptance
EMOTIONS
Why Great Stories Work
Fears, Flaws, Wants, Needs
Stories are about Values
The Story Teller Hero
The Scoop. I got the vaccine story first.
The Leak. I got the vaccine story they have been trying to hide.
The Unexpected is a Story .
Arrival: New kind of vaccine has been discovered.
Jump: New science changes things.
Twist. New information about an old story.
Collision: When there is conflict over an issue.
Ways of Telling a Story
Narrative The first day it rained.
Descriptive The rains on the first day were heavy.
Comparative The rains here do not compare with…….
Predictive We can predict if these rains continue….
Illustrative Look at these pictures…………..
Analytic The data from two sources did not prove reliable.
Historical We’ve seen this happen over and over again
Interpretive If these rains go on for another week it will cost us…..
The Vaccine Story
FirstRule
Are immunization rates down?Is it because of anti-vaccine myths?Will more exposure be harmful?Who is the right person to tell stories?
The UnknownNo control over the event
Uncommon versus ordinaryTrust the Speaker
Got the Facts WrongWhere there is smoke there is fire.
Confirmation Bias
The Vaccine
Story
Guillan Barre
20 dead>500 paralyzed
Swine Flu
7000 saved
Guillan Barre
20 dead>500 paralyzed
Without Swine Flu
7000 dead
STORY LESSON: The flu can be unpredictable, often diagnosed as a minor infection.
A young pregnant mother was also diagnosed with a minor infection. Her fever spiked, labor was induced and her child arrived healthy. But the mother remains in a coma after suffering brain damage. She never got the flu shot.
Flu is not only serious, it is unpredictable and often mis-diagnosed as a minor infection.
The claims by leading anti-vaccine activists have been thoroughly debunked. The US Court of Claims, for example, rules last year that there was no substantive evidence to support the autism-vaccine link. The main researcher behind the claim, British doctor Andrew Wakefield, has been completely discredited and even stripped of his medical license.
Great Stories here….
Detective story of howvaccines were developed.
Science fiction story of a world without vaccines
Misguided Love story about a mother so desperate to find an
answer to her child’s disease she lead a movement of fear.
Get Attention
Fatal Flaw/Failure
Final Success
Learning/ Message
SURPRISE
Human Subjects Research
Personal story of seeing an unimmunized child die
needlessly.
A mother with an autistic child.
Personal Story
Science
Media
The Story of two Advocates
Pictures tell storiesWhen we see a picture we make up a
story to tell us what it is all about.
Structure of a Press Story
Hey!!!! Get their attention right off. Surprise
What? Purpose of the story.
Why Care? Bigger importance.
Flash! Specific consequences.
However… acknowledge its complex.
What proof? Why should I believe you?
What against? What the other side say?
What next? Things to come.
Help! A way to wrap it up and remember it.
I need a great picture.
You have so many opportunities for truly
great storytelling.
FirstRule
Make sure you are telling the right stories,
in the right way, and
with the right storytellers.
Q & A Session
Amanda Roth, M.S.W., M.P.H.
CDPH Immunization Branch
Amanda Roth, M.S.W., M.P.H.
CDPH Immunization Branch
California Immunization Coalition
Why Shot by Shot?
We live in a time when there is more fear
from theorized side effects from vaccines
than from the diseases themselves.
Tony’s Story
“Influenza isn‟t „That Bad‟ right?...”
-Hugh, Tony’s Dad
What is Shot by Shot?
Shot by Shot is a collection of videos
and stories from people who have been
touched by vaccine-preventable
diseases.
The collection forms an online
storybank to be used for education,
training, and awareness purposes.
ShotbyShot.org
Story Gallery
The Stories
Storytelling Tools
Storytelling Focus
“I thought it was
just the regular flu.
When my mom
found me, I was
unconscious.”
-Jonathan,
meningitis
survivor
We are not looking for immunization champions.
We just want people to share their stories.
Amy Purdy, meningitis survivorAdaptive Action Sports
Share Your Story
Stories in Action
Using Dylan’s Story
“I will never get over the guilt. The guilt of giving your child a disease that kills him.”
- Mariah,
Dylan’s Mom
From the blog
Harvesting Health
Using Suzi’s Story
“As soon as you hear the word cancer, even if it has ‘pre’ in front of it, you really worry.”
-Suzi,
HPV survivor
Immunization Action
Coalition’s Video of the Week
Story CD
Resources
Who? How? What?
Sharon’s Story
“I had two very quiet parents. I don‟t ever recall, once I went back to school, any talk about the polio again.”
-Sharon,
polio survivor
Amanda Roth
Amanda.Roth@cdph.ca.gov
Info@ShotbyShot.org
Look for ShotbyShot.org on Facebook
Q & A Session
Resources
Embrace Life – Sussex Safer Roadswww.embracethis.co.uk
History of Vaccines www.historyofvaccines.org
Story Corps Every Voice Matters
www.storycorps.org
Resources
www.shotbyshot.org Shot by Shot – Stories of Vaccine Preventable Diseases
www.immunize.org Immunization Action Coalition
www.pkids.org/cme Communications Made Easy
For more info e-mail
info@VICnetwork.org
National Public Health Information Coalition
www.nphic.org
California Immunization Coalition
www.immunizeca.org
Thank you!