The California Endowment

Communicating For Change Curriculum

Module 1: Making the Case for Health with Media Advocacy

Module 3: Shaping the Public Debate with Framing and Messages

Training Agenda

Morning Session – Module 1

8:30               Registration and Breakfast

9:00               Welcome and Introductions

Activity #1 – Issues in the News

An activity to explore how news coverage influences the public agenda.

9:30 Introduction to Media Advocacy

Case Study: Golden Gate Bridge Suicide Prevention Barrier

Case Study: Breast Cancer Fund

10:30 Activity #2 – Exploring News Coverage

An activity to identify how news frames social or health issues.

11:30 Film: Unnatural Causes

12-12:30 Lunch

Afternoon Session – Module 3

12:30                         An Exploration of Framing

A look at what frames are, how they work, and why they matter.

Activity #1 – Individual vs. Environmental Frames

An activity to learn how to reframe the default personal responsibility frame.

2:00               Developing Story Elements

2:30               Activity #2 – Message Development

An activity to learn how to develop and deliver a message that conveys problem, solution, and values.

3:00               Activity #3 – Message Delivery: The Interview

An activity to help you practice delivering your message that includes your policy solution from a public health perspective.

3:30               Evaluation and Next Steps

4:00               Adjourn

There will be a ten-minute break during the training.