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
Lao Family Communtiy of Stockton — December 6,2011
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.
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