Communicating to Advance the Public's Health Workshop Summary (2015) / Chapter Skim
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6 The Power of Television and Film
6 The Power of Television and Film
Pages 45-58
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program at the Annenberg School for Communication and Journalism at the University of Southern California, described how the program helps writers and producers convey health information effectively on television. Finally, Rachel Poulain, an associate producer at California Newsreel, discussed two projects combining documentary film with public engagement campaigns to shift the public conversation about population health issues.
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As part of a 2013 project funded by The California Endowment, HH&S staff conducted a tour through select neighborhoods to educate writers about the social determinants of health.1 To demonstrate the challenge of creating healthy, nutritious meals on a limited budget in neighborhoods with little access to grocery stores, one tour took writers to South Central Los Angeles to learn about food deserts and about the various projects working to combat hunger and obesity. Participants visited a liquor/convenience store where they were asked to figure out how to feed a family of four with $10.
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and the phone number for the National Sexual Assault Hotline. After the network aired the episode and the PSA, the number of calls to the sexual assault hotline increased by 200 percent, call volume for the online hotline rose by 97 percent, and visits to the website were up by 80 percent.
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One of the characters who had a family history of breast cancer tested positive for the gene and faced a series of difficult treatment decisions. After the series aired, HH&S studied its impact on two groups, one composed primarily of American women who were frequent television watchers but who had never previously watched 90210, and the other composed of women from around the world who were enthusiastic 90210 fans and who had watched every episode.
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USING DOCUMENTARIES TO ADVANCE HEALTH EQUITY AND SOCIAL JUSTICE: CALIFORNIA NEWSREEL California Newsreel, an independent nonprofit organization, produces and distributes documentary films to promote health equity and social justice. Founded in 1968, Newsreel is the oldest nonprofit, social issue documentary film center in the country, and the first to merge media production and contemporary social movements.
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The film was created as a tool to help reframe the debate about health equity, and it is now being used by various organizations as part of a broad public engagement campaign around the country. California Newsreel created a companion website, discussion guides, action tool kits, and other resources to help organizations use the film to shift public dialogue on the issue.5 Traditionally, Poulain said, health is discussed in the context of access to health care, genes, and health-related behaviors such as healthy eating and exercise.
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Poulain commented that studies have shown that among whites, the rates of preterm birth and infant mortality correlate with socioeconomic status but that African Americans at all socioeconomic levels have higher rates of preterm birth and infant mortality than their white counterparts. The episode describes a study that found that preterm birth and infant mortality rates among African women that immigrated to the United States are similar to those of whites with the same socioeconomic status.7 But researchers found evidence of disparities in the next generation: Rates of preterm birth and infant mortality among children of the African immigrants are similar to those of their African-American peers.
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Some Americans prefer European approaches to promoting economic opportunity, and others do not. Poulain noted that the resources available in her neighborhood -- including supermarkets, recreational facilities, public transportation, and a variety of restaurants -- enable her to make healthy choices.
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Health departments organized community screenings and people were asking what they could do to help. The Raising of America Changing the Conversation About Child Health and Development The Raising of America, which will be completed in 2015, explores the issue of health inequity from a child's perspective.10 Whereas previous research and communication projects related to child development have taken a siloed approach, the film focuses on the big picture.
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In other words, "It is easier to build strong children than repair broken men," Poulain said, quoting Frederick Douglass. California Newsreel is conducting a public engagement campaign in conjunction with the film's release and has provided a companion website with discussion guides, action toolkits, and other resources to support organizations using the film.
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Americans have internalized societal expectations for mothers, but, in fact, parents' abilities are affected by their social and economic environments. The episode called Wounded Places shows that children raised in lowincome neighborhoods develop symptoms similar to posttraumatic stress disorder.
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The Raising of America is intended to help audiences imagine a better place for themselves, for friends in their communities, and for future generations of Americans at all income levels. DISCUSSION During the brief discussion period, Folb reviewed effective strategies for working with the entertainment industry to disseminate public health information.
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Because television writers like to read about real people, HH&S provides them with case studies about people facing a variety of health-related challenges. The organization sends Real to Reel, a quarterly newsletter highlighting news stories about people's health experiences and challenges, to more than 900 entertainment industry professionals.
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Innovative approaches to production can actively engage key audiences in population health issues. Media projects to advance population health should be well-organized, and public health professionals should take a strategic approach to coordinating engagement efforts.
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