1. A New England Community Water Fluoridation Campaign: Using Social Marketing and Community Mobilization for Policy Change Catherine Hayes, D.M.D, Dr.Med.Sc.

2. New England Community Water Fluoridation Campaign With support from DentaQuest, HRiA is designing, implementing and evaluating a CWF effort in two states, Massachusetts and Vermont via two main strategies: –Community coalition building –Community-based social marketing campaign

3. Definition of a Coalition An organization of individuals representing diverse organizations, factions or constituencies who agree to work together in order to achieve a common goal. - Feighery & Rogers, 1989 An organization of diverse interest groups that combine their human and material resources to effect specific change that members are unable to bring about independently. - Brown, 1984

4. Why Community Coalitions? Address new and broader issues Encourage collaborative problem solving Create culturally relevant solutions Provide more cost effective and coordinated services – minimize duplication of services Leverage additional/new resources Increase communication within community

5. Community Readiness… … is the extent to which a community is adequately prepared to mobilize for and implement a project or initiative Role of coalition (readiness) in establishing community readiness Source: J. Liebman and K. Abrams, The Six Stages of Community Mobilization for Prevention, Southwest Center for the Application of Prevention Technology (CAPT), University of Oklahoma, Norman, OK, Draft, 2003.

6. Community Involvement Minigrant to Community Hire coordinator from the community in collaboration with the coalition

7. Social Marketing Turning audience insight into effective strategies Creating multi-strategy solutions Understanding where you’re coming from

8. Social Marketing Focus Groups Stakeholder Interviews Creative Brief Design concepts Campaign Implementation

9. Evaluation Public Support –Polling 10 days before campaign, midpoint, & end of campaign Policy Change –Key Informant interviews –Review of documents/media

10. Public Relations Strategy “War Room” – PEW Rapid Response team

11. Discussion Progress Challenges Successes

12. Next Steps