The document summarizes a panel discussion on using traditional media like radio and television in nontraditional ways to shape public perception and drive social change. It discusses research on media coverage of poverty typically being episodic and portraying those in poverty as victims. It also outlines grants given to public radio stations to produce more sustained coverage through long-form documentaries. The panelists presented on their organizations' work partnering with foundations to produce content on social determinants of health and catalyze community health improvements.

1. Using Traditional Media in Nontraditional Ways Communications Network Conference New York, New York October 16, 2009

3. Sheila Kim, American Public Media

4. Keith Parker, twin cities public television

7. Stories were short

11. Stations produced more stories than required

15. Scratching the surface

18. Editorial independenceWorking with Foundations

19. Panel at The Communications Network - October 16, 2009 13 http://minnesota.publicradio.org/standard/display/project_display.php?proj_identifier=2009/10/06/socialdeterminants

20. Panel at The Communications Network - October 16, 2009 14 http://americanradioworks.publicradio.org/features/muncie/

21. Panel at The Communications Network - October 16, 2009 15

22. Panel at The Communications Network - October 16, 2009 16 Thank you.

24. Partnering forbetter health

25. 19 Who we are

26. 20 Healthy Together: Creating Community with New Americans

27. 21 Growing Up Healthy: Kids and Communities

28. 22 Our objectives Increase awareness and understandingof social determinants of health Create learning opportunities Reframe the health story Be a catalyst for change

30. 24

31. 25 Critical Links: Community Health Workers

32. 26 Community Health Workers

33. 27 Critical Links: Community Health Workers

34. 28 Critical Links: Community Health Workers

35. 29 Shared Values: Health and Community

36. 30 Full series

37. 31 Results >6,000 DVDs distributed Aired >70 times on tpt’s Minnesota Channel Clips on website, video vault and YouTube Facilitated screenings Internal uptake at Blue Cross Policy change

38. 32 Evaluation Output is not the same as impact

39. 33 Tangible benefits Counts Creation of original content Face-to-face contacts made Expanded grantee capacity to promote their work

40. 34 Intangible benefits Increased awareness/interest Engaged people Increased discussions Increased will for change Increased action Community building

41. 35 Resources Our websites bcbsmnfoundation.org mprnewsq.org nwaf.org tpt.org

42. 36 Resources Other websites activevoice.net comnetwork.org grantcraft.org thefledglingfund.org unnaturalcauses.org

43. 37 Discussion

44. 38 10 tips for . . . Have a plan Know who you’re trying to reach and why Make it a part of the bigger plan Know what you want your audience to do Reach people where they are, within their own networks

45. 39 10 tips for . . . Clearly define roles/expectations at the outset Make sure your messaging addresses the 5 W’s Create messaging to ensure shelf life Respect and maintain editorial independence Have fun