1. The Role of Communications in Promoting Multi-Stakeholder Action for Combating NCDs
Christy Feig, MPH

2. Role of Communications
NCD Action Plan objectives
Possible communications tactics
Case study: using media partnerships to fight HIV

3. NCD Action Plan Objective 1
To raise the priority accorded to NCDs in development work at global and national levels, and to integrate prevention and control of such diseases into policies across all government departments.

4. NCD Action Plan Objective 2
To establish and strengthen national policies and plans for the prevention and control of NCDs.

5. NCD Action Plan Objective 1 and 2
Decision makers:
Development agencies
UN system
Policy makers: Ministers of Health, Finance, Transportation, Education, Agriculture, etc…

6. NCD Action Plan Objective 1 and 2
Communications Tactics
Get solid data -- must show cost-effectiveness of prevention
Make NCDs relevant to the current economic situation
Integrate NCDs into infectious diseases

7. NCD Action Plan Objective 3
To promote interventions to reduce the main shared modifiable risk factors for NCD: tobacco use, unhealthy diets, physical inactivity and harmful use of alcohol.

8. NCD Action Plan Objective 3
Change Policy
Policy makers
Food and beverage companies, food retailers
Change Behavior
Civil society

9. NCD Action Plan Objective 3
Communications Tactic: Media Partnerships
Reach - incorporating NCD content across platforms, can reach millions of households, start discussions and change trends
Access / Power - influential players in a community / country / industry drive policy agendas

10. NCD Action Plan Objective 4
To promote research for the prevention and control of NCD.
Communications Tactic: Publication in scientific journals

11. NCD Action Plan Objective 5
To promote partnerships for prevention and control of NCD.
Communications Tactics
Play to your strength - WHO lead agency for health.
Partnering with leaders will get you visibility and credibility.
Consistent messages are essential
Strong calls to action

12. NCD Action Plan Objective 6
To monitor NCD and their determinants and evaluate progress at the national, regional and global levels.
Communications Tactic: Capture and promote success stories

13. Case Study: International Media Partnerships
The Global Media AIDS Initiative
Russia, 2004
Gov’t HIV spending: 4 million USD
Public service ads
HIV themes
News
Entertainment programming
Donated airtime, ad space
Source: Kaiser Family Foundation

14. Case Study: International Media Partnerships
The Global Media AIDS Initiative
Russia, 2004
2004: 4 million USD
2007: 65% of Russians familiar with campaign
Source: Kaiser Family Foundation
200 million USD

15. Thank you!