Media Coverage of Concussion and the Passage of Concussion Education Legislation How the Media and Advocacy Can Work Together for Policy Change September 2015
What is Advocacy? Advocacy for injury prevention is The deliberate and strategic use of evidence-based information, the media, experts, human and other resources to shape the injury prevention policy landscape. 2
Government Relations Becoming acquainted with government officials so that you can help them conduct their business of formulating and executing public policy. Dealing and communicating with legislatures and government agencies on behalf of an organization. The application of one or more communications techniques by individuals or institutions to affect the decisions of government. 3
The L-Word Government relations applies marketing and political techniques to the objectives of lobbying. A form of advocacy with the intention of influencing decisions made by legislators and officials in the government by individuals, other legislators, constituents, or advocacy groups. 4
Understanding Government Jurisdiction Decision-making process Current legislation, regulations and policy Cycles of government Agenda setting, Policy formulation, Decision-making, Policy implementation, Policy evaluation 5
Appealing to Government Know their priorities and platform Make it relevant to them find a champion, learn about their constituency Highlight the Return on Investment (ROI) Every $1 spent on a helmet saves $30 in health care costs. 6
Strategies Choose tactics and approach Key messaging your ask Implement Evaluate and re-evaluate 7
Watch for Windows Passion, persistence and patience Context is everything Find a champion 8
Case Study The role of media coverage in the profile of concussion 9
Where Were We? Players were encouraged to play through the pain Little recognition of the importance of concussions and the spectrum of physical and cognitive impacts Others? 10
What Happened? 11 Key research studies by credible experts, e.g. NFL brain study, provided real evidence of the impact short and long term of concussions Champions from sports lending credibility to the issue Media covered both
What Happened? "2010: The Year of the Concussion" by Stefanie Loh, The Patriot-News, December 26, 2010 12
What Happened? QUOTE: With new research initiatives, skyrocketing levels of public awareness, and the rapt attention of all the people who matter most, 2010 marked a watershed in society's understanding of the confounding, mysterious head injury that is the concussion. 13
What Happened? QUOTE: One of the most important things that happened last year was the media's focus on this. As a researcher, I can write and publish on it in a medical journal, and I'm flattering myself if I say several thousand people might read it. But (journalists) write one story and millions and millions of moms and dads and coaches read it." R. Dawn Comstock, Principal Investigator Center for Injury Research and Policy The Research Institute, Nationwide Children's Hospital 14
What Happened? "Youth concussion law proposed in BC" The Canadian Press, November 17, 2011: BC Liberal MLA Moira Stilwell proposed the legislation "The Concussions in Youth Sport Safety Act 15
What Happened? QUOTE: Outside of the legislature, Stilwell said recent high-profile injuries to young athletes are making more people aware of the lasting damage head injuries can cause and more needs to be done to prevent them from happening. 16
Results 17 49 states and Washington DC have a concussion law as of June 2013 Ontario introduced concussion education legislation but ultimately resulted in a Public Policy Memorandum (PPM)
Results 18 Heightened awareness of the importance of concussions, diagnosis and treatment Considered a real issue with those involved in sports actually giving credence to what injury prevention experts have been saying for years
Relationships - Media & Advocacy Watch for Windows & Context NFL Study, Champions Key messages Concussion education legislation Jurisdiction Provincial/territorial legislation Federal - product 19
Relationships - Media & Advocacy Building relationships with government Meetings with key decision-makers in Ontario Make it relevant US successes profiled 20
Conclusions Changing policy takes time and is often based on an open window Evidence is essential but not sufficient given the context of policy making. Persistence is required Many different components evidence, experts, champions, incidences lead to a tipping point Media attention makes a difference 21