1. Rene Lavinghouze, MA Evaluation Team Lead Office on Smoking and Health Trelle Andrews, MPH Associate Service Fellow Office on Smoking and Health Centers for Disease Control and Prevention National Center for Chronic Disease Prevention and Health Promotion Using Success Stories to Engage your Data and Communicate with Stakeholders CDC/AEA Institute 2013

2. www.cdc.gov/oralhealth Lavinghouze, R and Price, Ann (2007). The program success story: A valuable tool for program evaluation. Health Promotion Practice. 8(4) 323-331.

3. 3 One Chance to Make it Stick?

4. CSPI Movie-Theater Popcorn Study Results- Version 1

5. CSPI Movie-Theater Popcorn Study Results- Version 2 Images from Google Images

6. 6 What Policy Makers Read 53% skim 35% “never get to” 27% read for detail (Sorian & Baugh 2002) 6

7. 7 What Policy Makers Read Relevancy Ease of reading 65% read printed material 27% read electronic material (Sorian & Baugh 2002) 7

8. How Do We Solve the Obesity Problem? Obesity is an individual problem41% best solved by people taking personal responsibility Obesity is a community problem 3% best solved by everyone working together to make health easier Obesity is both an individual and47% community problem Don’t know 8% Fall 2011 HealthStyles, n = 3,689 U.S. adults

9. The Classic Scientist’s Misplaced Belief: Virtue Earns Its Own Reward “My data speak for themselves.” “If I publish it, they will come.”

10. The Challenge: Getting People to Care Communicating the burden of chronic disease builds concern “This is an urgent problem for our state” Communicating opportunities for prevention builds hope “We know what to do to prevent it” Communicating the impact of our interventions builds support “Our work is making people’s lives better”

11. Caring about Communication is Everyone’s Job Build cross-disciplinary teams/ processes Epidemiology/surveillance Program Policy Communication Success Stories are a Team Effort

12. SUCCESS = S IMPLE U NEXPECTED C ONCRETE C REDIBLE E MOTIONAL S TORIE

13. HHS Press Release Lead (Original) Since the first Surgeon General’s report on women and smoking in 1980, nearly three million U.S. women have died prematurely from smoking, according to an updated and expanded report issued today.

14. HHS Press Release Lead (Revised) Women now account for 39 percent of all smoking-related deaths each year in the United States, a proportion that has more than doubled since 1965, according to a report on women and smoking released today by Surgeon General David Satcher.

15. . Female smoking deaths double What the Next Day’s Headline Said

16. “A good statistic is one that aids a decision or shapes an opinion. For a statistic to do either of those, it must be dragged within the everyday.” – Chip and Dan Heath

17. “Economic Costs of Excessive Alcohol Consumption in the U.S., 2006” (AJPH, Nov. 2011) Which stat did the media use? a. $224 billion nationally b. $746 per person c. $1.90 per drink

19. Sodium overkill: Top 10 culprits in U.S. diet CDC: Sodium comes from surprising source Salt Shockers: High-Sodium Surprises

20. What makes an effective source? Credibility Expert Trustworthy

21. What makes an effective source? Attractiveness Familiar Similar Likable

22. Credible, Emotion, and Story

23. Stories Give Meaning and Context to Easily Forgettable Facts

24. “The Couric Effect” “The Frieden Effect”? May 15, 2013

25. “We remain a sector devoted to data and enamored of empirical evidence. And while we will always need hard facts to make our cases, we often fail to realize that the battle for hearts and minds starts with the hearts.” – Andy Goodman, 2006

26. 26 A Full Evaluation Toolbox Overall picture to the personal level Meaning and depth Triangulation of data Used at any point in program progress

27. 27 Episodic v. Thematic Tools in Evaluation Snapshot Personalized Events Psychological Urgent Big Picture Surveillance Trends Political/Environmental Long-range

28. 28 Types of Success Stories We can talk about stories based on the developmental phase of the program: –Upstream

29. 29 Types of Success Stories We can talk about stories based on the developmental phase of the program: –Upstream –Midstream

30. 30 Types of Success Stories We can talk about stories based on the developmental phase of the program: –Upstream –Midstream –Downstream

31. 31 “How’s the weather”….. OR…….

32. 32 Write for your Reader not Yourself Always show benefit Memorable fact/truth Emotional hook Paint a picture Sense of immediacy The ASK **All from the perspective of your audience

33. 33 Framing the Message for Policymakers Clear - without jargon and acronyms Connect – use an image or analogy they can relate to Compelling – make the audience want to act Concise – simple; three or four bullet points (Peggy Yen, CDD) 33

34. 34 Get Their Attention 34

35. 1,000 Words

37. You must have a system of collecting good information If you want good stories…

38. 38 Low Cost Ways to Elicit Success Stories Three Step Interview Data Dialogue Graffiti Concept Formation Cooperative Rank Order (King & Stevahn, 2003)

39. 39 Graffiti Exercise

40. 40 Typical Outline: Hourglass Title with a VERB Attention Getting First Line Define the Problem - Issue Program Description Impact Statement and the ASK Contact Information

41. 41 Comments and Questions

42. http://www.cdc.gov/oralhealth/publications/library/success_sto ries_wkbk.htmhttp://www.cdc.gov/oralhealth/publications/library/success_sto ries_wkbk.htm -- free download of success story workbook OSH evaluation materials including a free workbook on how to develop an evaluation plan and another on how to develop a final evaluation report – plus example of success stories for the more quantitative at heart http://www.cdc.gov/tobacco/tobacco_control_programs/surveil lance_evaluation/index.htm CDC Evaluation website – loads of resources www.cdc.gov/eval www.cdc.gov/eval Stephen Few’s website – formatting and presenting data http://perceptualedge.com/ http://perceptualedge.com/ Stephanie Evergreen’s website – formatting success stories, reports, etc http://stephanieevergreen.com/http://stephanieevergreen.com/.

43. CDC copy of archive webinar featuring Stephanie Evergreen – great resource as well as other webinars on evaluation http://www.ttac.org/resources/cdc_netConfe rences.htmlhttp://www.ttac.org/resources/cdc_netConfe rences.html Resources and newsletters on success stories etc --- http://www.agoodmanonline.com/red.html http://www.agoodmanonline.com/red.html Heath brother’s website – loads of free resources http://heathbrothers.com/http://heathbrothers.com/ Next year – look for new updated and greatly expanded success story workbook – check back on the OSH evaluation web-page

44. 44 The findings and conclusions in this presentation are those of the author and do not necessarily represent the official position of the Centers for Disease Control and Prevention. Contact Information Rene Lavinghouze shl3@cdc.gov Trelle Andrews gvc3@cdc.gov http://www.cdc.gov/tobacco/tobacco_control_programs/surveillance_evaluation/index.htm