The Role of Communications in
Promoting Multi-Stakeholder Action for Combating NCDs
Christy Feig, MPH

Role of Communications
• NCD Action Plan objectives
• Possible communications tactics
• Case study: using media partnerships to fight HIV

NCD Action Plan
Objective 1
To raise the priority accorded to NCDs in development work at global and national levels, and to integrate prevention and control of such diseases into policies across all government departments.

NCD Action Plan
Objective 2
To establish and strengthen national policies and plans for the prevention and control of
NCDs.

NCD Action Plan
Objective 1 and 2
Decision makers:
• Development agencies
• UN system
• Policy makers: Ministers of Health, Finance,
Transportation, Education, Agriculture, etc…

NCD Action Plan
Objective 1 and 2
Communications Tactics
• Get solid data -- must show costeffectiveness of prevention
• Make NCDs relevant to the current economic situation
• Integrate NCDs into infectious diseases

NCD Action Plan
Objective 3
To promote interventions to reduce the main shared modifiable risk factors for NCD: tobacco use, unhealthy diets, physical inactivity and harmful use of alcohol.

NCD Action Plan
Objective 3
Change Policy
• Policy makers
• Food and beverage companies, food retailers
Change Behavior
• Civil society

NCD Action Plan
Objective 3
Communications Tactic: Media Partnerships
Reach - incorporating NCD content across platforms, can reach millions of households, start discussions and change trends
Access / Power - influential players in a community / country / industry drive policy agendas

NCD Action Plan
Objective 4
To promote research for the prevention and control of NCD.
Communications Tactic: Publication in scientific journals

NCD Action Plan
Objective 5
To promote partnerships for prevention and control of NCD.
Communications Tactics
• Play to your strength - WHO lead agency for health.
• Partnering with leaders will get you visibility and credibility.
• Consistent messages are essential
• Strong calls to action

NCD Action Plan
Objective 6
To monitor NCD and their determinants and evaluate progress at the national, regional and global levels.
Communications Tactic: Capture and promote success stories

Case Study:
International Media Partnerships
The Global Media AIDS Initiative
Russia, 2004
Gov’t HIV spending: 4 million USD
• Public service ads
• HIV themes
– News
– Entertainment programming
• Donated airtime, ad space
Source: Kaiser Family Foundation

Case Study:
International Media Partnerships
The Global Media AIDS Initiative
Russia, 2004
2004: 4 million USD
2007: 65% of Russians familiar with campaign
200 million USD
Source: Kaiser Family Foundation

Thank you!