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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

www.twitter.com/vicnetwork

www.facebook.com/vicnetwork

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!