DAY 1 Thursday. February 9 2012  COLLECTED SLIDE DECKS - DAY 1
Welcome from alPHa's President  BIOGRAPHY	Paul Roumeliotis, President of alPHa welcomed delegates and described the day's purpose, which evolved from the resolution that was passed at alPHa’s AGM in June to do more to promote public health.   As public health professionals we are used to raising awareness of public health issues in our communities, but less comfortable promoting public health itself.  So, today, we are going to explore what it means to understand and communicate what we do and what public health is.  This will include a will look at branding public health as well as exploring approaches to building an understanding of public health within government stakeholders.  The afternoon we will turn our focus to promoting public health to the general public.
Keynote Address – Lisa Chicules, Marketing and Communications Specialist BIOGRAPHY (PRESENTATION UNAVAILABLE)	This session's focus was on creating a Public Health brand (what is branding,  how do you create a brand and communicate it).  Lisa Chicules, Marketing and Communications Specialist (and former VP Marketing and Communications, Heart & Stroke Foundation) introduced the idea of Creating a Public Health Brand. She began by describing well known brands and logos and how they are used, pointing out that branding begins with a strategy and not the execution.   The strategy must begin with a framework that includes a vision, identification of primary and secondary target audiences, a "key insight" (which may be different for the different target audiences), brand positioning and brand essence.   She then turned to communicating the brand, which needs to have a stand-alone identity, with a clear essence and consistent use. The "essence" must be unique - it signifies what the brand stands for and at least partly answers the question, "why should the audience care?" Consistency ensures an understanding of the individuality if the brand (logo, colour, style); its cultural significance (people, product, place); the brand experience and integration” (style and look of peripherals, messages tailored to the “key insight”.     She then invited thoughts, after using corporate examples, of how this can all be applied to not-for-profit situations. She used breast cancer as a prime example of the success with which a disease has been “branded”, using the the pink ribbon to illustrate the concepts of essence and consistency. Her take-away message was that strategy is worth the time.   alPHa members then discussed the challenges of branding in what is essentially government, where resources are scarce and acting independently to form the kinds of partnerships that are most useful can be problematic.   In public health in particular, the question was rasied about how we make ourselves heard above the corporate branding that so aggressively promotes the very things that are at odds with what public health is trying to accomplish.   These are the considerations that must be taken into account as public health builds its brand and its intent. It is of primary impotance to find the message that clearly communicates what we do at the same time as convincing our audience that it matters to them.
Several videos were shown throughout the day that were related to the symposium topic. The first of these relates to branding public health to make it "real" for people, and includes the introduction of the symbol / logo for public health that the National Association of County and City Health Officials (NACCHO) uses throughout the United States.
Promoting Public Health to Key Stakeholders: Part I	Moderator: Dr. Vivek Goel, President and CEO, Public Health Ontario The first panel explored promoting public health to government stakeholders.  Right now, we have an opportunity to build on recent commitments by the provincial government to increase their focus on “keeping people healthy”.  Never has it been more important for government to understand the role public health plays in health promotion and disease prevention. Presentations focused on approaches to promote public health within government (A. King), lessons learned from the OHA (C. McPherson), and collaboration in public health communications (K. Finnerty).
Chris McPherson, Director of Public Affairs, Ontario Hospital Association PRESENTATION	This presentation focused on how the OHA has been successful in being heard by government - the essential factor is ensuring that government priorities are reflected in what you want. He used the example of documents that were developed by the OHA prior to the election in a proactive effort to influence them. ("Four Pillars - Recommendations for Achieving a High Performing Health System" and "Inspiring Health Care Innovation: Policy Ideas for Ontario's Health Care System"). He pointed out that this was before the full brunt of the economic downturn on public finances was known, and the OHA's messages therefore had to be revised in that context. His central message here was, "Be Prepared". Campaign promises my not be achievable, and in that context, Governments may be receptive to ideas from stakeholders that may help them navigate this reality. He also recommended honesty in presenting proposals, i.e. to always include pros and cons when making policy proposals - even if some of the points do not favour the case you are trying to make.  This aids in determining the likely outcomes. Empathy is also crucial. It isn't easy being in Government, so understanding its situation, feelings and motives on a given issue must be appreciated. There is no value in surprising them, as informed responses are an important part of the process.
Dr. Arlene King, Chief Medical Officer of Health, Ministry of Health and Long-Term Care PRESENTATION	Dr. King described her role in promoting public health within Government, which she clarified meant all of Government, not just the MOHLTC. She has been called upon to provide the public health perspective throughout the health sector (LHINs, academics, health NGOs etc.) and with other Ministries. She referred to her last two Annual Reports (Public Health - Everyone's Business; Health, Not Health Care - Changing the Conversation) to illustrate that she is using her role as the Chief Medical Officer of Health to promote the critical importance of public health at the entire Government level.
Kevin Finnerty, Assistant Deputy Minister, Communications and Information Branch, MOHLTC PRESENTATION	To illustrate the idea of essence in branding and messaging, Kevin Finnerty referred to the Vision of Ontario's Action Plan for Health Care- to  "make Ontario the Healthiest Province". Keeping Ontarians healthy through public health is one of the key pillars of this vision. He suggested that there is great potential in combining local efforts in promoting public health with the Ministry of Health and Long-Term Care's communications resources and access to ad agencies. He also cited recent multi-platform strategies (e.g. stupid.ca) to illustrate success in communicating with target audiences.
The day's second video clip demonstrates how the American Public Health Association is promoting the concept of public health.  You will see that first they set up the problem and then present public health as an important part of the solution. Healthiest Nation in One Generation - American Public Health Association 2.37 m
Promoting Public Health to Key Stakeholders: Part II	Vivek Goel introduced the discussion component by suggesting that attention needs to be focused on the following areas: What is public health (audience has different understandings); to whom are we “promoting it” (e.g. an audience that is preconditioned to think of health in terms of doctors and medicine); navigating controversial topics; and promoting healthy behaviours / lifestyles.   The challenge is that we are often in “competition” for a share of the market, and we need to think about the collaborative approaches referred to by earlier speakers. He also raised branding examples (U of T, Kellogg, Procter and Gamble) to illustrate that master brands may have sub-brands, but the consistency is obvious when one looks for it.   Dr. King acknowledged that this has always been difficult, even in her position as a primary promoter. She ageed that consistency might be a good place to start, as PH does so much, it is too easy to give examples instead of a true and unified crystallization of “what we do”. The best way to achieve this may lie in demonstrating our value to others.   Kevin Finnerty added that “branding” is actually the expression of a promise, and pointed out that we often take our successes for granted. What is the promise we want to make to our target audience? Answer that question and the rest will follow.   Discussion followed about the range and number of voices in public health, which include Government, PHUs, PHO, and NGOs, not to mention the primary care sector, where health promotion and disease prevetnion advice is frequently given to patients. This is where the importance of consistency was raised again.   It was also pointed out that there is a constant tension in public health between issues management and delivering the message of what public health is there for; what its promise is. Dr. King characterized Public Health as intellectually provocative and complicated, which makes uniformity of messaging very difficult. This makes it a challenge to communicate the range of things we’re trying to do without getting into politics and issues management, because these are the things that most readily resonate.     Timing was also cited as important, as public health so often needs to capitalize on issues that are at the forefront of the public discourse. Most often, these are crises such as H1N1, SARS, Walkerton etc. This makes the public and the media more receptive to public healt messaging. Vivek Goel pointed out that the Globe and Mail welcomed an op-ed piece when the H1N1 pandemic was top-of-mind, ine which they would not be interested in right now.   Kevin Finnerty agreed, but advised caution in allowing such things to be driven by media, as there are significant risks if consistent messaging is absent. He added that the Ontario Hospital Association is an example of an organization that has full control over its messages, with remarkable consistency across the entire sector of 155 hospitals. The OHA speaks for the system because it has demonstrated that it can rally its members and achieve that unified messaging that is necessary. alPHa should be this for Ontario's local pubilc health agencies, and if successful, would be very effective in the development of government priorities.   It was also suggested that the Ministry of Education has a potential role in conditioning children to public health messages, especially in an environment that is rife with opportunity to reinforce healthy eating, active living and other healthy choices. Dr. King agreed, noting the importance of "place" (schools, cities, neighbourhoods etc.). When we hear that Ontario should be the healthiest "place" to live, it reframes the concept of health somewhat by making it easier to begin conversations about environmental influence on health and wellness.  We need to continue to develop the “recipe” that has so far resulted in some delicious advances in public health in Ontario. Improving the health of the population may be the promise of the brand, but now we need to express that clearly and concisely. Flaunting our successes may be a great place to start.
Promoting Public Health to the General Public: Part I Allison Foster BIOGRAPHY PRESENTATION	Panel Presenters: Presentations focused on reaching out to the public through the Sheela Basrur Centre (A. Simard), experiences with the "This is Public Health" campaign in the U.S. (A. Foster), working with the private sector (I. Culbert), and lessons from the Heart and Stroke Foundation, including risk-taking and innovative communications (L. Chicules) Allison Foster spoke about the challenges and processes behind the development of the 'This Is Public Health" Campaign, which was designed to answer the question, "What Is Public Health?" The campaign started with the idea of "personalizing" public health and using one voice, which led to the development of a communications tool kit for its Schools of Public Health.  This included sample speeches and op-eds, tag lines and key messages, new media platforms and sundries such as t-shirts, stickers, buttons and calendars. Events were organized and stories were shared. Many examples are included in photographs in the accompanying presentation. She expressd appreciation for the fact that these efforts are ongoing, because they are so necessary; and hope that we are inching closer to a tipping point where the public will finally get it.   VIDEO:  “This is Public Health” Campaign
Ian Culbert, Director, Communications and Development, Canadian Public Health Association PRESENTATION	Ian joined the meeting to provide the perspective of how the Canadian Public Health Association has worked with the private sector. Public health has evolved a great deal since it was originally aimed at those with the greatest challenges and the fewest resources. He suggeted that the 10 great public health accomplishments of the twentieth century always serve as a useful starting point for talking about public health. In 1912, the CPHA charter included a provision for acquiring monetary gifts from any source as long as it was used to support its mandate. They even have a cookbook! This provision set the stage for working with the private sector, subject to some strict parameters. He acknowledged that many will never believe the private sector to be anything other than evil, but as long as one is very clear about what one wants and that this is compatible with its goals, there are opportunities. This has led to CPHA partnerships with Lysol (Caring for You and Your Baby), and Maple Leaf Foods (Eat Safe ). He agreed that a brand is a most valuable asset. Knowing what it's worth and protecting it should be a primary consideration when entering these admittedly risky partnerships. He also made the important distinction between accepting money and endorsements. His advice on the latter is to not do it, and in either case, get everything in writing. Negotiations must include directness and clarity, knowing what you can live with and ensuring that the message is simple (one of public health's biggest challenges). He closed with the final product - a video on the partnership with Lysol. He acknowledged that compromises were made, but it wasn't anything CPHA couldn't live with.   He then recommended a return to the 1948 definition of health as a basis for what we do next, and stated that the private sector has to be aboard if the conversation is to change.
Lisa Chicules, Marketing and Communications Specialist (PRESENTATION UNAVAILABLE)	Lisa Chicules returned to the stage to talk about the challenge of promoting public health. This involves answering the questions, what are your goals, who is the audience, how do you engage and how do you communicate? Heart and Stroke went through this as it re-examined its mandate in light of a changing environement and losing market share of public fear to cancer. A new and innovative strategy was required in order to grow the business and expand the brand. Stakeholder engagement was seen as a key to pooling resources and celebration and measurement of past successes was encouraged. She reiterated that a "strategy" entails these key components: a key message, speaking with one voice and ensuring the "integration" that she spoke of this morning. She used the Heart and Stroke Foundation's Make Death Wait campaign. After the initial discussion about the discomfort with scaring people like this was over, the slogan was developed, and the brand was integrated across mulitple platforms. VIDEO: Death Loves These Guys She also spoke of the value of innovation, using the example of the very popular Calendar Lottery, which succsfully combined branding and fundraising.
Anne Simard, Chief Public Affairs Officers, Public Health Ontario PRESENTATION	Anne Simard brought her experience at the Ontario Agency for a Health Protection and Promotion to speak about its efforts to reach out to the Public through the Sheela Basrur Centre as well as developing communications competencies within its professional development mandate. This was framed as a discussion of the importance not only of having a voice and using it with consistency and clarity, but finding the appropriate media through which it will be heard. This means many things today, as traditional broadcast media and newer collaborative media share equal space in public discourse.
Promoting Public Health to the General Public: Part II	This was a panel discussion with presenters and audience on how public health can move ahead in raising its profile among the general public A common thread today was the importance of speaking with “one voice” as a sector. Anne Simard pointed out that there were more than 36 "brands" in the room, and we all need to be prepared to leave our comfort zones in the interest of a singular approach. Ian Culbert agreed, adding that evidence-based information is always evidence-based information regardless of the logo - control over the editorial is the main thing. Suggestions that alPHa would have an important role to play in this regard were reiterated, with the caution that priorization of issues and decisions about clear messaging would need to be very carefully considered.  One member proposed going forward with a message that the local Board fo Health is the first line of defense in protecting our health care system. This was well received, as the links - and differences - between the two can become more clear. The anxiety about the sustainability of the system is, for us, an opportunity: public health is part of the solution. It was also pointed out that we have plenty of resources to promote specific PH programs to target audiences, but we need more to promote public health itself. Lisa's response to this was that the two things are not mutually exclusive if you have a "super brand" e.g. "brought to you by your local public health unit". If this appears on enough different things, a picture will begin to emerge.    Anne Simard added that the individual programs are opportunities to not only personalize the message, but to tailor them to communicate an intended meaning. For example, is the point of mother-baby programs to instruct on how to mother your child or is it about providing your children with advantages that contribute to healthy development and reducing health and behavioural problems down the road?   Ian Culbert likened what we're trying to do to the decades that it took for action on tobacco. His sense is that there is soem readiness to change the conversation, but it is going to take the development of tools to communicate the value proposition of public health as the basis for the branding exercise. It isn't about waiting for the public and politicians to "get it". It's about clearly communicating the reasons for doing it, which in his estimation is de-emphasizing "health services" in conversations about health.   The tension between personalizing messages and conveying that public health's "person" is actually the community was also raised. Lisa Chicules responded that "personalizing" isn't necessarily individually focused, it's about creating appeal. This can work on individuals and groups alike.    Responding to a question about how to "personalize" public health messages among policy makers, Vivek Goel observed that they understand what public health does and even its value, but we need to give them the messages they need when they knock on doors. Arlene King added that she would like to see better utilization of her office (CMOH) for stuff like this. She echoed the idea that public health should position itself as the first line of defence that will protect our sustainable health care system.   Finally, members were reminded that media often reflect (and to a large extent, influence) what the public wants. Politicians pay undivided attention to this and that's where the money goes. Ian agreed, adding that no amount of evidence or moral rectitude is going to save something that the public doesn't care for. Using media is an excellent avenue to approach the demand side of the equation. The important thing is to keep strategy first, emphasize financial and human resources, include communication people early, and accept advice on what we can and can't do.
DAY 2 Friday. February 10 2012  COLLECTED SLIDE DECKS - DAY 2 - MINISTRY UPDATES - CLICK HERE COLLECTED SLIDE DECKS - DAY 2 - BOARDS OF HEALTH SECTION MEETING - CLICK HERE
Dr. Arlene King, Chief Medical Officer of Health, MOHLTC; PRESENTATION	Dr. Arlene King returned to provide updates on Public Health System changes and key initiatives . These included Public Health “Architecture” (i.e. the redistribution of roles and responsibilities between the PHD and Public Health Ontario) and changes that have been made to the structure of the Public Health Division (PHD) and the CMOH role within it. Public Health Leadership Council - the vision of the PHLC is to optimize the functioning of Ontario’s public health system through collaborative leadership that will result in Ontario being the healthiest jurisdiction in the world. Its current membership consists of 5 MOHs, one representative from each of the PHD, Health Promotion Division, Public Health Ontario and MCYS, two from PHO  and the CMOH (Chair) Provincial Immunization  Review - Ontario’s publicly-funded immunization system requires modernization to continue to be effective in protecting the health and safety of Ontarians. We will be reviewing Ontario’s current immunization system to inform the development of a provincial immunization action plan Strengthened collaboration within MOHLTC - including the new Health Promotion Division and strengthened collaboration with other  Ministries – Environment, OMAFRA, Education, Aboriginal Affairs, Finance, etc. Trilateral First Nations Health Senior Officials Committee, which will address issues related to health inequities; priority areas include mental health and addictions, public health, diabetes prevention and management. Panorama - will enable public health units to improve their management of infectious diseases, inform immunization coverage and monitor vaccine inventories. Health System Emergency Response Plans, including the Influenza Pandemic Plan; Radiation Health Response Plan; Chemical, biological, radiological and nuclear (CBRN) preparedness program. An upcoming Best Brains Exchange – “Public Health within Health System Reform” To be held in Toronto, on March 22, 2012. Best Brains is a forum to highlight existing and relevant research and evidence, to outline best practices that may be important for consideration, and to candidly discuss the applicability of the research to an important topic. CMOH Special Report on Oral Health - will highlight the importance of good oral health and its contribution to overall health. The report will also speak to oral health and dental services in Ontario. Public Health System Plan … The CMOH 2010 Annual Report calls for a new initiative, or Operation, as successful and effective as Operation Health Protection, that is geared towards health promotion, chronic disease and injury prevention. Building on work done in late 2010 and 2011, initial discussion will be at the upcoming Public Health Leadership Council meeting on February 17, 2012.
Kate Manson-Smith, Assistant Deputy Minister, Health Promotion Division, MOHLTC; (NO PRESENTATION)	Kate was introduced in her new role as the ADM of the new Health Promotion Division, and welcomed to her first alPHa meeting.  She indicated that previous Ministry of Health Promotion staff remain and are still working on the same portfolios, with renewed focus on tobacco, healthy supportive environments and healthy public policy. She also Referred to the Ontario Action Plan for Health Care, reiterating that the Government will be focusing on keeping people healthy and not exclusively on treatment.   She characterized the integration of the Health Promotion Division within the MOHLTC as an opportunity to work more closely with CMOH and the rest of the public health system. Mirroring the Ontario Action Plan, the Health Promotion Division's priorities will be tobacco reduction, childhood obesity and issues related to the wellbeing of seniors. A multi-sectoral strategy led by the Seniors’ Secretariat is reported to be on the way.   Responding to concerns that were expressed about the Healthy Communities Projects (namely the large amount of local work that has gone into developing programs that are now subject to unreasonably short timelines to use the funding), she stated that HPD is already working on next year’s approach to this and will do what they can to support this year’s implementation.
Darryl Sturtevant, Assistant Deputy Minister, Ministry of Children and Youth Services PRESENTATION	Darryl Sturtevant gave updates on the following:   Best Start Centres – demonstration sites are doing very well and a report is expected in the spring. Final decisions will be made in context of Drummond and the Budget in combination. Speech Language Programs – a 7-site pilot has been launched to explore the means to better integrate what is acknowledged to be a fragmented suite of services. This is already yielding some positive outcomes. An extension of funding for another year is expected so that better measurements can be made. HBHC – Advisory Committee continues its work to ensure that the changes to the HBHC program will achieve the desired outcomes. He acknowledged that better training is required, but the screening tool itself appears to be effective. An invitation to to participate in phase 2 is also on the way - it will evaluate the administration of the Screen and inform the final implementation. He also covered some new areas on education, a 36-month screen and changes to the OPHS protocol.
Dr. Vivek Goel, President and CEO, Public Health Ontario     PRESENTATION	Vivek Goel outlined priorities for 2012 – 2013, with more emphasis on the non-communicable disease front (environmental health, chronic disease prevention and health promotion, which will inform the development of a new strategic plan next year.   Specific updates included: A comprehensive online platform also on the way so that public health information is available where and when it is needed (and not limited to PHO materials). A monthly infectious disease report (expanded versions of the old PHERO). Chronic Disease Prevention Blueprint to be released on March 20 2012.   Data sharing – all 36 PHUs are now signed on. Client satisfaction survey is currently in circulation to gather feedback on people's experiences in interactions with PHO He also thanked Liana Nolan (MOH - Waterloo) for her contributions to the Strategic Planning Committee and the Agency Board. She is stepping down and PHO will be seeking a replacement.   Robert Kyle (MOH Durham) observed that that the Ministry of the Environment often turns risk-communication duties over to the local MOH when it becomes necessary, and wondered if there might be an opportunity to include an MOE rep in the PHLC, at least for part of the agenda for the “hot-spot” investigations that often leave the MOH scrambling. Vivek responded that the PHLC is fluid enough to allow such a consideration, and there has been some work done at PHO to be involved in the early stages of such investigations. Arlene King added that MOE has expressed interest in strengthening the relationship with MOHs and she thought a working group might have been proposed, as the interface between environmental and public health issues is strongly linked.