CONTENTS

About This Course

Table of Contents

1. An Introduction to Environmental Strategies
2. Types of Environmental Approaches
3. Putting Environmental Strategies To Work

Supplements
References
Resources

Environmental Strategies for Prevention
A Guide To Helping the Prevention Professional Work Effectively in the Community

Communication

Communication strategies include just about any approach that gets the word out to the broadest possible audience. They range from national advertising campaigns (often featuring movie stars and other celebrities) designed to "sell" prevention messages, to campaigns in which letters and editorials on prevention topics are sent to thousands of small-time newspapers across the country.

Not all communications activities are targeted to changing the environment. Many are designed to change the way individuals behave. However, they are frequently used with environmental strategies to build support for change.

Communication may include large-scale information campaigns that are national in scope or they may be designed to reach local and State audiences. Reaching large numbers of people is no guarantee that it will reduce unhealthy behaviors. As a result, prevention professionals must work within their communities to be strategic in their communication goals.

Communication strategies include:

• Public education: increasing knowledge and awareness of a particular health issue.
• Social marketing: using advertising principles to change social norms and promote healthy behaviors.
• Media advocacy: shaping the way social issues are discussed in the media to build support for changes in public policy and publicizing enforcement efforts.

Effective health communications programs can:ref

• Increase awareness
• Refute myths and misconceptions
• Increase and reinforce knowledge
• Influence and reinforce attitudes and societal norms
• Show the benefits of behavior change
• Demonstrate skills
• Prompt actions
• Increase demand for services