2021 NCPHA Spring Educational Virtual Conference Becoming Better Messengers to Communicate Public Health: Keynote and Skill-Building Workshop ...
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2021 NCPHA Spring Educational
Virtual Conference
Becoming Better Messengers to
Communicate Public Health:
Keynote and Skill-Building Workshop
May 18, 2021
9 a.m. – 12 p.m.
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please type it into the chat box at any time.
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Becoming Better Messengers to Communicate Public Health
Gene W. Matthews
Network for Public Health Law
UNC-Chapel Hill
gmatthews@networkforphl.org
Elizabeth Thomas
NC Institute for Public Health
UNC-Chapel Hill
Dawn Hunter esthomas@unc.edu
Network for Public Health Law
St. Petersburg, FL
dhunter@networkforphl.org
Overview: The Moral Foundations Theory Approach
Gene W. Matthews, JD
Director, Southeastern Region,
Network for Public Health Law
North Carolina Institute for Public Health
UNC Gillings School of Global Public Health
gmatthews@networkforphl.org
www.networkforphl.org
Becoming Better Messengers
https://www.networkforphl.org/resources/topics/trainings/becoming-better-messengers/
COVID-19 and Health Equity
https://www.networkforphl.org/resources/topics/covid-19/covid-19-health-equity/
Coronavirus
Pandemic
Climate Economic
Change PUBLIC Crisis
HEALTH
Polarized Racism
Democracy
Our Current Challenge as Communicators:
In this era of social media and digital overload
our brains just prefer a simple lie
over the complex truth
Welcome To Our World: Public Health 2021
Source: Robert Wood Johnson Foundation/Harvard T.H. Chan School of Public Health poll "The Public's Perspective on the United States Health System." - NPR – May 13, 2021
“The Hidden Tribes of America”
14% of America, roughly half left and half right, consistently
shouts, posts and votes, while 67% of us are exhausted
LIBERALWING
LIBERAL WING
ProgressiveActivists
Progressive Activists 8%
EXHAUSTED
EXHAUSTED MAJORITY
MAJORITY
TraditionalLiberals
Traditional Liberals 11%
Passive Liberals 15%
Politically Disengaged 26%
Moderates 15%
CONSERVATIVE WING
CONSERVATIVE WING
Traditional Conservatives 19%
Devoted Conservatives 6%
Hidden Tribes:
Hidden Tribes: A Study
A Study of America’s
of America’s Polarized Landscape
Polarized Landscape
Source: October 2018 by More In Common
Source: October 2018 by More In Common
Chart: Adapted from Axios Visuals 10/17/2018
Chart: Adapted from Axios Visuals 10/17/2018During this pandemic, public health became weaponized & used by both sides during our polarized political infighting Yet…As a profession, public health is relatively unskilled at negotiating this puzzling terrain
People are mad about
having to learn public health
under duressOn the Other Hand
• You are living witness to history unfolding
• Consider this: 20 years from now those just now
entering our PH workforce will be viewed with awe
because:
Ø They knew the world before this pandemic!
AND
Ø They were part of the struggle to overcome ithttps://www.phrases.org/
https://www.networkforphl.org/resources/topics/trainings/becoming-better-messengers/
The 5 Essential Public Health Law Services
Access to ADVOCACY Implementing Policy
Designing &
Evidence Engaging Enforcing & Surveillance
Selecting
and Communities Defending and
Legal & Policy
Expertise and Building Legal & Policy Evaluation
Solutions
Political Will Solutions
Changing Law & Policy Requires
Interdisciplinary Collaborations
…and Smart Advocacy
Better Health for All FasterIntuitions come first, strategic reasoning second
Moral Foundations Theory
Understanding evolutionary moral psychology
Social and political judgments
are particularly intuitive
90% = Intuitive Elephant
10% = Rational BrainWe resonate differently to six foundational moral values
1. Care / Harm Compassion for the vulnerable;
Intolerance of suffering
2. Liberty / Oppression Free choices & actions;
Social intolerance of bullies
3. Fairness / Cheating People treated fairly, get what they deserve;
Social intolerance of “free-riders”
4. Loyalty / Betrayal Personal trust, group identity
Social isolation for those why betray
5. Authority / Subversion Competitive advantage of organized groups;
Intolerance of those who subvert system
6. Sanctity / Degradation Part of human spirit is elevated & pure;
Aversion to personal degradationThe Liberal Moral Matrix
Heavy on caring for the weak,
Help those in preventing harm;
need! focused on rights & fairness
as equality of outcome
Care Liberty Fairness Loyalty Authority Sanctity
--- --- --- --- --- ---
Harm Oppression Cheating Betrayal Subversion DegradationIncludes first three (as equality of
The Conservative Moral Matrix opportunity), but even more on the
three “institutional” values.
Preserve norms
Help those in and treasured
need! institutions!
Care Liberty Fairness Loyalty Authority Sanctity
--- --- --- --- --- ---
Harm Oppression Cheating Betrayal Subversion DegradationHaidt calls this the “Conservative Advantage”
This framework gives us insight into a significant
“Public Health Advantage” at this moment
Care Liberty Fairness Loyalty Authority Sanctity
--- --- --- --- --- ---
Harm Oppression Cheating Betrayal Subversion DegradationThanksgiving Dinner Explained
To Review
1. INTUITION COMES FIRST,
STRATEGIC REASONING SECOND
2. THERE ARE 6 DIFFERENT FOUNDATIONAL VALUES
3. MORALITY BINDS US AND BLINDS USA Quick Glimpse at Moral Foundations Profiles Using the MFT Online Self-Assessment Tool
Moral Foundations Profile: NC Local Officials & Public Health
Responses submitted: Feb-April, 2021 (NC Officials); Jan 2020-April 2021 (NC PH)
5.00 Local elected officials (n=100)
Respondents’ Average Score
4.50 Other municipal officials (n=64)
Public health (n=457)
4.00
3.57 3.55
3.50
2.90 3.02
3.00
2.56
2.33
Score
2.50
2.00
1.50
1.00
0.50
0.00
Care Liberty Fairness Loyalty Authority Sanctity
* Preliminary dataMoral Foundations Profile: NC Local Officials & Public Health
Responses submitted: Feb-April, 2021 (NC Officials); Jan 2020-April 2021 (NC PH)
5.00
Respondents’ Average Score Local elected officials (n=100)
4.50 Other municipal officials (n=64)
Public health (n=457)
4.00
3.50
3.00
Score
2.50
2.00
1.50
1.00
0.50
0.00
Care Liberty Fairness Loyalty Authority Sanctity
* Preliminary dataMoral Foundations Profile: NC Local Officials & Public Health
Responses submitted: Feb-April, 2021 (NC Officials); Jan 2020-April 2021 (NC PH)
5.00
Respondents’ Average Score Local elected officials (n=100)
4.50 Other municipal officials (n=64)
Public health (n=457)
4.00
3.50
3.00
Score
2.50
2.00
1.50
1.00
0.50
0.00
Care Liberty Fairness Loyalty Authority Sanctity
* Preliminary dataMoral Foundations Profile: NC Local Officials & Public Health
Responses submitted: Feb-April, 2021 (NC Officials); Jan 2020-April 2021 (NC PH)
5.00
Respondents’ Average Score Local elected officials (n=100)
4.50 Other municipal officials (n=64)
Public health (n=457)
4.00
3.50
3.00
Score
2.50
2.00
1.50
1.00
0.50
0.00
Care Liberty Fairness Loyalty Authority Sanctity
* Preliminary dataMoral Foundations Profile: NC Local Officials & Public Health
Responses submitted: Feb-April, 2021 (NC Officials); Jan 2020-April 2021 (NC PH)
5.00
Respondents’ Average Score Local elected officials (n=100)
4.50 Other municipal officials (n=64)
Public health (n=457)
4.00
3.50
3.00
Score
2.50
2.00
1.50
1.00
0.50
0.00
Care Liberty Fairness Loyalty Authority Sanctity
* Preliminary dataMoral Foundations Profile: NC Public Health Professionals
Responses submitted: Jan-Feb 2020; Sept-Oct 2020
5.00
Respondents’ Average Score
4.50 Pre COVID
(n=116)
4.00
3.50 3.18 3.26
3.00
2.60 2.45
Score
2.50 2.27
2.02
2.00
1.50
1.00
0.50
0.00
Care Liberty Fairness Loyalty Authority Sanctity
* Preliminary dataMoral Foundations Profile: NC Public Health Professionals
COVID Responses submitted: Jan-Feb 2020; Sept-Oct 2020
Effect?
5.00
Respondents’ Average Score
4.50 Pre COVID (n=116)
3.88 During COVID (n=125)
4.00 3.77
3.50 3.18 3.26
3.00 2.82 2.76
2.60 2.64
2.45
Score
2.50 2.25 2.27
2.02
2.00
1.50
1.00
0.50
0.00
Care Liberty Fairness Loyalty Authority Sanctity
* Preliminary data2 X 2 MATRIX
Knowledge vs. Self-awareness
SELF-AWARE or NOT AWARE
WHAT I “I’m aware I do “I’m not aware what
DON’T KNOW NOT know this” I don’t know”
or
WHAT I “I was NOT aware
“I know this”
DO KNOW that I KNEW this!”
Sometimes you can surprise yourself!Public Health resonates with all six MFT values
“The Public Health Advantage”
1. Care Care
2. Liberty Social justice
3. Fairness Equity
4. Loyalty The heart of Public Health: Community coalitions
5. Authority Public Health is a police power: Quarantine, food
inspection, etc.
6. Sanctity The nobility of Public Health: When others are running
away from the fire, we run towards Ebola or COVID-19Community Health & Civil Discourse
Community Health (CH) has
the breadth of moral values CH needs civil
and can use them in a way:
community discourse to occur
Ø People across the political
spectrum can feel safe
engaging in relationships
with us to improve their Local
communities Coalition
Building
…AND… Community Health Civil Conversations
Ø Civil discourse is vital to CH can add value to
the heart of Community community dialogue
HealthDEEPER TRAINING New opportunities for skill-building training for our workforce on these deeper values Ability to frame individual issues to resonate with each of the 6 foundational values Useful both to frontline workers in the community AND to leadership officials advocating for law & policy change both to their community and to other decision-makers
If you would like to review these
6 Moral Foundational Values
again on your own:
Watch an 8-minute video interview:
https://www.youtube.com/watch?v=yto5DkbumYw
(May 16, 2014) Moral Psychology of Liberals and Conservatives
Jonathan Haidt explains all 6 MFT values in our US political context
Additional material is on our Becoming Better Messengers website:
https://www.networkforphl.org/resources/topics/trainings/becoming-better-messengers/In closing...
Now step back
to 3 Community Health Take-Aways3 Take-Aways
Community Health has a vital role to play amid this
1
polarization
We cannot afford the luxury of contempt or condescension
2 towards those in our communities who do not happen to
share our viewpoints
3 We must build the skill-sets of our entire workforce in
order to change law & policy to meet many new challenges
Try to find the goodness in every human being.
Don’t ever give up on that other person.
John LewisQuestions? Comments? Use the chat box function on your screen. Have you been exposed to this foundational value content before? If so, has it been helpful? This recording, slides, plus other resources will be made available.
2021 NCPHA Spring Educational
Virtual Conference
Skill-Building Workshop to Create More
Equitable Messages Using the Foundational
Moral Values FrameworkBecoming
Empathetic Messengers
Elizabeth Thomas
North Carolina Institute for
Public Health
UNC-Chapel Hill
esthomas@unc.eduBut What if the Discourse… Looks Like This? We are still in a public health communications crisis. How can public health professionals gain trust & meet people where they are?
Why Should We Talk About Empathy?
Build relationships
Reframe & connect
Become trusted messengersHow can you think
COVID isn’t real?!?
Are you crazy?!?
What are some things you’ve heard
during the pandemic that you could
be more empathetic about?Reframing the Stories
We Tell Ourselves
“Why would a reasonable, rational,
decent person do what this
person is doing?”
― Patterson, Grenny, McMillan & Switzler
Crucial Conversations
Image source: pexels.comActive (Empathetic) Listening Be Humble and Curious • What’s your perspective? • Test my position – what am I missing? • Tell me more about that. • Can you give me an example?
“Empathy isn’t just listening, it’s asking
the questions whose answers need to
be listened to. Empathy requires
inquiry as
much as imagination.”
― Leslie Jamison,
The Empathy Exams
NCDHHS Secretary Mandy Cohen –
2019 NC Child Hunger Leaders ConferenceHave you been successful in changing anyone’s mind about getting the COVID-19 vaccine?
Clear Communication Be Candid and Look to Connect • State my position clearly • Explain/advocate my position • What data and interpretations informed it? • Tell your story!
Why Stories Work • Empathy • Neuro-coupling • Oxytocin & Dopamine • Meaning making
Stories Make Us Care
“Most people are not data-driven. They are driven
by emotional stories. Only then, can we provide the
data, give them context, give them evidence.
But they need to be moved by the story first.”
– Dr. Neal Baer, MD, MPH, Pediatrician and TV writer
(Designated Survivor, Law & Order, China Beach, ER)Framing Your Stories Focus on Themes, Not Episodes • Avoid focusing too much on the individual, especially heroic individuals overcoming all odds • Start with context, trends, community programs/policies • What fixes the problem? Is it the individual or the changing conditions? • Are we drumming up sympathy for a group/individual or inspiring action?
What Benefits/Value Do You Offer?
So… what’s in
it for me?
The shots are not the benefit…These are the Benefits
Walgreens “This is our shot at being together” ad
Images source: pexels.comEmpathetic Messaging
Tips for COVID-19 Avoid shaming & name calling
Offer a sense of control
Enlist trusted partners
Emphasize benefits over threats
Connect to what’s meaningful to them, not you!
Image source: icanhascheezburger.comGreat Resource for
Public Health
Messengers
• Communications cheat sheets
• Polling
• GOP doctor PSAs
debeaumont.org/changing-the-covid-conversation/Centering Equity in Public
Health Messaging
Deputy Director, Southeastern Region,
Network for Public Health Law
North Carolina Institute for Public Health
UNC Gillings School of Global Public Health
dhunter@networkforphl.org
@dawnmariehunterNaming and Framing… We can’t get to the America we want without talking about racial equity, structural racism, and racial and ethnic discrimination. But if communications aren’t framed carefully, they can reinforce misconceptions about people of color and set back change.
The WHAT and the WHY
What does it mean to center equity?
• Focusing on equity in the CONTENT of the message
• Focusing on equity as an OUTCOME of the message
Why should we center equity?
• Share solutions that ensure that everyone has what they need in the way they
need to have the best health possible
• Normalize conversations about what leads to differences in health outcomes
• Reach people where they areCreating a foundation for equitable messaging 1. Know your audience 2. Focus on places, systems, or conditions 3. Incorporate storytelling where possible 4. Be authentic 5. Be aware of your limitations 6. Understand the opposition
Know your audience • What does your audience value? • Where is the audience tipping point? • Why are you trying to reach them (what’s your purpose)? Remember – you can have an audience of one!
Know your audience
Resistant Curious Aware Advocate Champion
Collaboration Continuum
OR
Unaware Resistant Neutral Supportive Leading
Stakeholder Management ModelKnow your audience
Resistant Curious Aware Advocate Champion
Collaboration Continuum
OR
*
Unaware Resistant Neutral Supportive Leading
Stakeholder Management ModelThe Base The Opposition Persuadables
The Base
33%
Persuadables
50%
The Opposition
17%
People who can be persuaded often hold
beliefs from both the base and the opposition.
The Opportunity Agenda, Shifting the
Narrative to Advance Racial Equity, April
24, 2019Know your audience ü Assume most of us want the same things. ü Identify how other people define the same concepts. ü Engage using language relevant to their perspective.
Know your audience
Think about the arguments for a higher minimum
wage:
• Reduced reliance on public benefits
• Protection for American workers
• Increased consumer spending
• Better health outcomes
• Economic stability for struggling families
• Fewer people in poverty
• Black, Hispanic and Latino, and Indigenous
employees will see reductions in pay disparityFocus on Systems, Places, or Conditions Instead of… African American people in this community have more cases of COVID-19. Consider… COVID-19 is more common in communities that have a higher risk of asthma and COPD due to environmental hazards.
Focus on Systems, Places, or Conditions
Storytelling
We know that… So you should…
• People are driven by the intuitive • Appeal to people’s values and beliefs
elephant
• People connect over shared • Be curious about other people’s
experiences and values experiences and perspectives
• Empathetic messages bridge divides • Bring in data and facts after making a
connection
• The messenger is often more • Build trust and enlist trusted
important than the message partners and community members
https://www.mobilecause.com/storytelling-for-your-organization/Storytelling
You can use storytelling to…
• Connect people and experiences to
data
• Influence behavior
• Highlight the strengths and assets of
your community
• Expand understanding of and buy-in https://fox2now.com/news/missouri/missouri-dad-goes-viral-after-
emotional-testimony-on-transgender-daughter-and-sports/, March
to your organization 18, 2021Storytelling
Credit: Humans of New York
Facebook Page, accessed
January 21, 2021Be authentic
Use language that is meaningful to
your audience… and meaningful to
you
• Engage trusted community partners to
deliver the message
• Use translators and interpreters for the
languages commonly spoken in your
community
• Center the voices of impacted
community membersBe aware of your limitations
Cognitive Biases
https://www.visualcapitalist.com/50-cognitive-biases-in-the-modern-world/What is one word that describes what you think when you hear the term “racial equity”?
Cognitive Biases and Racial Equity
Questions to ask yourself
Confirmation Bias In-Group Favoritism Framing Effect Authority Bias
What are your own pre- What groups do you What kind of spin are Who do people in your
conceived notions about belong to? How diverse you putting on the target group trust? Do
racial equity? About are they? Does your data? Why? people trust your
people of different races audience look like any of organization? If not,
and abilities? How do the groups you belong what are you doing to
these beliefs influence to? build trust?
your message?
https://www.visualcapitalist.com/50-cognitive-biases-in-the-modern-world/Let’s not forget about groups!
Racial equity benefits all of us.Be aware of your limitations
Myth Busting
Myth Busting Cameron KA, Roloff ME, Friesema EM, et al. Patient knowledge and
recall of health information following exposure to "facts and myths" message format
variations. Patient Educ Couns. 2013;92(3):381-387. doi:10.1016/j.pec.2013.06.017Understand the opposition
What are some things you’ve heard from
people who are struggling with or opposed
to racial equity?Putting it all together
• Lead with Values Care
• Connect to history or other relevant Liberty
facts
• Draw a through-line to the issue
Fairness
today Loyalty
• Focus on solutions and how they Authority
benefit the audience
SanctityWhat are other words you associate with each of the moral foundations?
Application
Lead with value(s) What does your audience care about? Use
words associated with the moral foundations.
Identify the current issue How are we failing to meet that value? What
actions do we need to take to be consistent
with that value?
Connect to historical What is the context of the issue? What are
issue/other relevant facts some ways to address the issue?
Identify a solution What are you asking the audience to do? What are
the benefits of doing what’s asked?Which moral foundation do you think is *most* likely to come up in a discussion about vaccine hesitancy?
Application – Vaccine Access
Lead with value(s) Everyone deserves a fair and just opportunity to be healthy
—free from the harm that COVID has caused for so many of
us, our friends, families, and neighbors.
Identify the current issue That means making sure that people and communities who
may be at risk are protected, and that everyone can access
the vaccine.
Connect to historical issue/other People of color are experiencing barriers to access including
relevant facts poorly located sites, online-only sign-ups, appointment
requirements, and transportation [can include data about
these communities]
Identify a solution We can expand access to the vaccine by offering mobile
vaccination sites and pop-up clinics in [specify communities or
places]. We can also allow walk-ups and provide transportation
options [like shuttles, other options].Application – Vaccine Access
Lead with value(s) Everyone deserves a fair and just opportunity to be healthy
—free from the harm that COVID has caused for so many of
us, our friends, families, and neighbors.
Identify the current issue That means making sure that people and communities who
may be at risk are protected, and that everyone can access
the vaccine.
Connect to historical issue/other People who don’t have cars or access to public
relevant facts transportation may not be able to get to COVID-19
vaccination sites. [can share data about these communities]
Identify a solution We can expand access to the vaccine by offering mobile
vaccination sites and pop-up clinics in [specify communities or
places].Equitable Communication as an Essential Public
Health Service: Tying it all together
• Developing and disseminating accessible health
information
• Communicating with accuracy and necessary speed
• Using appropriate communications channels
• Developing culturally and linguistically appropriate and
relevant communications
• Employing the principles of risk communication, health
literacy, and health education
• Actively engaging in two-way communication
• Ensuring communications are asset-based
Toolkit: Public Health National Center for Innovations. 10 Essential Public Health Services Toolkit.
September 9, 2020. http://ephs.phnci.org/toolkitCentering Equity in Messaging
ENGAGE TRUSTED FOCUS ON SYSTEMS,
LEAD WITH KNOW YOUR MESSENGERS & CONSIDER USING
VALUES AUDIENCE IMPACTED COMMUNITY STORYTELLING CONDITIONS, AND
PLACES
MEMBERS
TAKE AN ASSET- BE EMPATHETIC BE AWARE OF BE AUTHENTIC
BASED PERSPECTIVE COGNITIVE BIASESQuestions? Comments? Use the chat box function on your screen. Have you been exposed to this foundational value content before? If so, has it been helpful? This recording, slides, plus other resources will be made available.
Thank you for attending!
To learn more about the Network for Public Health Law
and the Becoming Better Messengers initiative,
please visit https://www.networkforphl.org/You can also read
