8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.
Chairperson’s Opening Of Day Two

David Blackburn, Director Federal Health Solutions
Sapient
Training Chairperson
@davidbburn

8:35 a.m.

How To Go Viral With Your Messages On An Extremely Limited Budget

CDC and zombies?! Millions asked this question last spring when the CDC launched a mini campaign that came to be known as the CDC Zombie Apocalypse. The campaign took the popularity of zombies and combined it with important information about emergency preparedness, boosting visits to CDC websites for the start of hurricane season to an estimated 3.6 billion impressions. The idea was, if you’re prepared for a zombie apocalypse, you’re prepared for any emergency (including real ones like hurricanes, tornados, or wildfires). The campaign went viral and succeeded in driving traffic to CDC’s emergency webpage, where people were able to learn more about how to protect their families and homes during a disaster.

Using an extremely small budget (only $87!), you will hear how CDC took a daring step to make sure their message was heard. In this creative session, you will hear how you too can apply the same tactics in your campaigns as you learn how to:

• Reach your audiences using non-traditional subject matter
• Create a successful campaign on a very limited budget
• Use multiple channels to filter the message through to your audience

Catherine Jamal, MS HCI, Web and Social Media Lead
NATIONAL CENTER FOR CHRONIC DISEASE PREVENTION & HEALTH PROMOTION, CENTERS FOR DISEASE CONTROL & PREVENTION (CDC)

9:05 a.m.

Your Opportunity To Ask Questions

9:10 a.m.

How To Utilize New Tools And Strategies To Expand The Reach Of Your Health Messages And Increase The Desired Results Of Your Campaigns

Tobacco use is the single largest preventable cause of death on the planet. In this country, the tobacco industry is now subject to regulation by the U.S. Food & Drug Administration (FDA).   With that public health oversight and declining rates of tobacco use, many Americans may believe that the “problem is solved,” and that policy and funding priorities can move in other directions. But many in the public health field know the battle over tobacco addiction is not even close to over:  it’s just moving in other directions. In the U.S., that includes new tobacco products and strategies. Globally, it means other nations are suffering the consequences of massive marketing campaigns driving people to start using tobacco.

The Campaign for Tobacco-Free Kids (named as such because more than 90 percent of tobacco users start using before the age of 20) has put together several targeted campaigns to help spread the message about the harmful effects of tobacco use.  In this session, you will learn about their successes and how you can apply them to your own organization, including finding out about:

• New campaign tools that are available to assist you in spreading your health messages to the public
• Strategies other organizations are using that you can apply to your messages
• Communications strategies that work for both young Americans as well as policymakers

Peter Hamm, Director of National Communications
CAMPAIGN FOR TOBACCO-FREE KIDS

9:40 a.m.

Your Opportunity To Ask Questions

9:45 a.m.

Morning Refreshment & Networking Break

10:05 a.m.

Digest Session: Discuss And Brainstorm

Get your social media questions answered! Discuss with your fellow attendees and speakers your questions regarding social media, creating policies, and more.

10:35 a.m.

Audio Podcasting: An Easy, Cost Effective Way To Harness Social Media To Meet Your Communication Goals

While almost any 13-year-old may be able to produce and post a video on YouTube, does your agency’s communications plan include showing a teenager wiping out on a skate-board?  It takes more time, technology and know-how to do video right.

If you have a limited budget and even less time, audio podcasting can be an easy way to harness social media to meet your communications goals.

Learn how audio can be more cost effective than video by requiring less equipment, fewer hours and very little support – audio podcasting can even be a one-person show!

This session will reveal insider tips on:

• The key ingredients to successful audio podcasting: content, quality and cross-promotion
• A step-by-step production process from concept to posting, including the all important RSS feed
• What common mistakes to watch out for and how to make your material stand out in a crowded, new medium
• How to find the strength of the audio medium by understanding the similarities and differences of print, audio and video
• How much it costs to podcast – what are the investments in time and equipment that you may need to make
• Tips for measurement and tracking: how to set realistic expectations and get results

Joe Balintfy, Information Development Specialist, News Media Branch,
Office of Communications and Public Liaison, Office of the Director
NATIONAL INSTITUTES OF HEALTH

11:05 a.m.

Your Opportunity To Ask Questions

11:10 a.m.

How Re-Branding Can Expand Your Reach And Increase Communication

70 percent of pregnancies among 18- to 29-year old single women in the United States are unplanned.  Why?  For most, sex education usually comes at the wrong time, in the wrong context, and in the wrong voice. The National Campaign to Prevent Teen and Unplanned Pregnancy recognized this and in partnership with the Ad Council, created Bedsider. Bedsider is built on the assumption that a different tone and new branding of contraception will encourage more 18- to 29-year-olds to use birth control. 
 
This session will share how Bedsider, launched in late 2011, is helping to reframe the discussion about birth control and reduce the proportion of unplanned pregnancies by 20 percent by 2020 among young singles. We will examine the role of human-centered design in developing the program and the communication strategies being used to deliver Bedsider's powerful messages.

Lawrence Swiader, Senior Director, Digital Media
THE NATIONAL CAMPAIGN TO PREVENT TEEN AND UNPLANNED PREGNANCY
@lawrenceswiader

11:40 a.m.

Your Opportunity To Ask Questions

11:45 a.m.

How To Use Twitter & TwitterChats To Successfully Reach Your Target Audiences In Quantifiable And Engaging Ways

A key goal of the National Center for Complementary and Alternative Medicine (NCCAM) at the National Institutes of Health (NIH) is to provide evidence-based information about complementary health approaches to consumers and health care providers.

Twitter and TwitterChats, specifically, offer a way to quantifiably engage a large audience in a conversation. Each chat is promoted heavily through social media, their website, and via their partner organizations and stakeholders. This tactic is an important part of a social media strategy to share evidence-based information and public health messages, garner insights, and test messaging. It can be used successfully to start a dialogue and reach target audiences in a way that is both quantifiable and engaging.

Christine Cotter, Digital/Social Media Associate
WESTAT

Karla Blaine, NCCAM Web Manager & Writer/Editor
NATIONAL CENTER FOR COMPLEMENTARY AND ALTERNATIVE MEDICINE

12:15 p.m.

Your Opportunity To Ask Questions

12:20 p.m.
Lunch On Your Own -- But Not Alone!

Join a group of your colleagues for a themed lunch with an informal discussion surrounding a public health communications hot topic! Take this opportunity to join others in a small, interactive group setting to network and brainstorm solutions to your most pressing public engagement concerns.

1:50 p.m.

Group Exercise: Brainstorm Solutions And New Ideas You Can Use

You asked for it, you got it! Interact and discuss solutions to your public engagement challenges with your fellow attendees and our experienced speakers. You will leave with new tools and hands-on experience and ideas for more successfully applying best practices to your own engagement initiatives.

2:20 p.m.

Life-Changing Communications: Using Social Media To Exponentially Expand Your Reach To Multicultural Audiences

Health disparities have been and continue to be a public health challenge. When it comes to cancer, these disparities are particularly pronounced as many members of special populations experience a greater cancer burden by some measures. In response to this, the National Cancer Institute (NCI) developed a special communications component to reach special populations with important news and information about cancer. In the past year, NCI's minority outreach effort has reached new heights through pioneering and embracing social media. Through principally Twitter and YouTube, NCI's multicultural media outreach function has expanded and enhanced its reach exponentially in 2009 and 2010.
For the Multicultural Media Outreach team, social media has actually served as an intermediary to the minority communities as the feedback through social media has helped NCI tailor its outreach approach to be more culturally relevant. The results from employing social media are promising, whether it be steady growth of followers on Twitter or hits for cultural cancer awareness ideas on YouTube.
 
You will leave this session with many valuable reasons why social media can’t be ignored in your agency, including:

• When social media is presented in a culturally relevant way, it is more likely to be used by media outlets that serve minority populations
• How social media tools can enhance and increase the reach of traditional media tools, including the reach of special populations/communities
• YouTube, and how this tool provides a dynamic way to personalize the dissemination of communications; it can work especially well for tailoring information to minority populations
• How to point people in multicultural communities to government resources

James Alexander, Public Affairs Specialist, Office of Communications and Education
NATIONAL CANCER INSTITUTE

2:50 p.m.

Your Opportunity To Ask Questions

2:55 p.m.

Afternoon Refreshment & Networking Break

3:05 p.m.

New Media And Healthcare: How To Keep Stakeholders Informed And Engaged With Social Media

Having Facebook “Likes” is no longer adequate to meet the mission of most patient advocacy organizations. Improving awareness, overcoming barriers to care, and mobilizing communities of patients are all made easier thanks to social media. Amplifying engagement through social media in the highly regulated healthcare space is a challenge.

The Global Healthy Living Foundation (http://www.GHLF.org), a 501(c)3 patient advocacy organization, are leaders in engaging stakeholders using new media tools.  For the past 2 years, the eAdvocacy Summit (http://www.eAdvocacy.org) convenes with more than 250 healthcare organizations to share best practices about using social media to engage with policymakers and regulators.

After this session, walk away with:

• Best practices for convening with multiple stakeholders about social media
• Ways to set and achieve realistic social media goals
• New media channels that are now available, including mobile technology

Seth Ginsberg, President
GLOBAL HEALTHY LIVING FOUNDATION

3:35 p.m.

Your Opportunity To Ask Questions

3:40 p.m.

Digest Session: Your Future In Public Health Communications

Discuss with fellow attendees and speakers what you would like to see be the future of public health communications if there were no barriers in reaching the public. Which specific tool would you like your organization to use?

4:10 p.m.
Chairperson’s Recap: Key Takeaways And What To Do When You Get Back To The Office

We’ll recap the highlights of the past two days and ask you to share key insights and next steps with the group.

David Blackburn, Director Federal Health Solutions
Sapient
Training Chairperson
@davidbburn

4:30 p.m.
Close Of General Sessions