Lerner Summit Monday, July 20, 2015 Mailman School of Public Health | Columbia University
REPORT SUMMARY
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Monday, July 20, 2015 12pm - 5pm Mailman School of Public Health Columbia University New York, NY
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CONTENT ADAPTED FROM: Gina Wingood Leads on Health Promotion at Lerner Summit and Beyond. (2015). Retrieved from www.mailman.columbia.edu/public-health-now/news/gina-wingood-leads-health-promotion-lerner-summit-and-beyond.
Inaugural Lerner Summit UNIVERSITY COLLABORATORS ALIGN PUBLIC HEALTH AND MARKETING Some noteworthy “firsts, bests and onlys” collided on Monday, July 20, 2015, as the Lerner Center for Public Health Promotion at Columbia University Mailman School of Public Health hosted the first Lerner Summit. Public health visionary and Mailman School Board member Sid Lerner joined representatives of the three academic centers he created at Columbia, Johns Hopkins, and Syracuse, along with senior staff from the Mondays Campaigns, Lerner’s creative agency dedicated to healthy behavior and chronic disease prevention.
For the delegation of Columbia faculty, staff, and students, the Summit served as welcome party of sorts for Wingood, even as the guest of honor gamely led the proceedings. A distinguished researcher in public health promotion and HIV prevention, Wingood brings decades of expertise designing and evaluating interventions to reduce health disparities in HIV, particularly among African-American women, whose rate of new HIV infections is 20 times that of white women.
Entering her second week at Columbia, Gina Wingood, founding director of Columbia’s Lerner Center and a professor of Sociomedical Sciences, was first to lead a national meeting of the Lerner Center universities, cognizant of all three Centers’ promising futures. “By cross-fertilizing marketing insight and public health fact, Sid’s vision for the Lerner Centers is helping us take the next giant leap in public health promotion,” said Wingood. “Given the breadth of research unfolding in key areas like nutrition, tobacco control, and obesity prevention, this opportunity could not be more timely.”
In her opening greeting, Mailman School Dean Linda P. Fried remarked that the Summit would help “make science matter.” Celebrating the School’s newest academic leader, Fried said, “We’re delighted to welcome someone with Gina Wingood’s breadth, passion, and intellectual industry. She is a scholar who understands how to raise awareness of critical health disparities, institutionalized racism, and other obstacles to population health. With her appointment, the Lerner Center is ready to assert itself as a leader in the critical work of health promotion, at Columbia and around the world.”
Collectively and as individual research-based institutions, the Lerner Centers share the goal of translating public health evidence into popular calls-to-action through research, education, and service. The Centers used this inaugural meeting to become familiar with each other’s programming and to consider projects that might emanate from a three-way collaboration. In remarks about their respective activities, David Holtgrave, interim director of the Johns Hopkins Lerner Center, and Tom Dennison, director of the Syracuse Lerner Center, reported on programs that optimize Mondays Campaigns’ Meatless Monday collateral and other Mondays endeavors, all designed to catalyze individual decision-making for better health.
Wingood has dedicated her career to developing gender- and culturally-appropriate HIV prevention interventions. Internationally recognized for research on social determinants of health, Sisters Informing Sisters about Topics in AIDS (SISTA) and five other HIV prevention interventions have been endorsed by the U.S. Centers for Disease Control and Prevention and implemented across the country. She has been invited twice as a speaker to the White House to share her experience with evidence-based, multi-level interventions. Prior to joining the Mailman School, Wingood was a professor of Behavioral Sciences and Health Education and the Agnes Moore Faculty in HIV/AIDS at Emory University.
To describe Columbia’s Lerner Center, Wingood was joined by Grace Lee, MPH ’14, deputy director, who has been on board since the Center’s creation last year. Wingood and Lee reviewed a year of activity, including James Colgrove and Rachel Shelton’s evaluation of public comments on federal menu-labeling regulations, two pilot innovation grants promoting interdisciplinary collaboration across Columbia, and a media training given by the Union of Concerned Scientists for Mailman School junior faculty.
Sid Lerner, and his wife, Helaine Lerner, a longtime advocate of sustainable agricultural practice, have campaigned together “to keep ‘the public’ in public health.” Though Sid Lerner characterized his efforts as “kibbitzing on the outside,” the Summit demonstrated how all three universities have embraced the idea of using marketing and public relations tools to distill academic ideas for a larger audience. 3
Even within the storied realm of “Mad Men,” Sid Lerner is an advertising industry legend. His decadeslong career on Madison Avenue includes crafting unforgettable campaigns for familiar household products, writing six works of non-fiction, and leading his own creative and consulting business, Sid Lerner Associates. While Sid’s best known campaign, “Please Don’t Squeeze the Charmin,” has become a permanent part of our language, his philanthropy and insightful understanding of persuasive language have benefited public health even more. Unlike most donors, Sid Lerner is himself a public health brand. As the founder and inspiration behind Meatless Monday, Sid has influenced recipes, diets, marketing, and population health all over the world. After learning that Americans eat 15 percent more meat than they need, Sid developed Meatless Monday, a communications and marketing campaign which encourages people to abstain from eating meat one day of the week. Since its inception in 2003, Meatless Monday has had global reach, with 37 countries and thousands of communities, schools, and restaurants participating.
Sid Lerner Founder
Sid and his wife, Helaine Lerner, funded three Lerner Centers for Public Health Promotion at Syracuse University, Columbia University, and Johns Hopkins University. With interdisciplinary collaboration at the heart, Sid’s keen vision and incredible support ensures that the Centers play vital roles in facilitating health, preventing disease, improving healthcare quality and outcomes, and promoting health equity in population health.
PEGGY NEU President The Monday Campaigns
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The Monday Campaigns is a non-profit public health initiative that dedicates the first day of every week to healthy behaviors that prevent chronic disease. By providing research, creative materials, and case studies, the Monday Campaigns helps partner organizations incorporate ready-to-scale health campaigns into their own health promotion programs. The organization also supports individuals through consumer websites and social media with weekly recipes, tips and resources that can help them live healthier week after week.
CONTENT ADAPTED FROM: Sid Lerner: Serving the Mailman School for more than a decade. (2015). Retrieved from www.mailman.columbia.edu/give/donor-profiles/sid-lerner.
TOM DENNISON, PhD Faculty Director Lerner Center for Public Health Promotion Syracuse University
DAVID HOLTGRAVE, PhD Interim Director Lerner Center for Public Health Promotion Johns Hopkins University
GINA M. WINGOOD, ScD, MPH Director Lerner Center for Public Health Promotion Columbia University
The Lerner Center for Public Health Promotion at Syracuse University improves the health of the community through service, research, education, as well as advocacy and policy. The Center works in partnership with citizens, students, researchers and public health professionals to identify needs, develop programming and deploy collaborative initiatives. Based at the Maxwell School, and working in conjunction with the Central New York Master of Public Health Program, the Center provides a foundation for respectful community engagement and develops evidence-informed policies that improve population health.
The Lerner Center for Public Health Promotion at Johns Hopkins Bloomberg School of Public Health equips public health professionals with the tools needed to win the battle against preventable diseases brought on by unhealthy behaviors and unfavorable social and policy environments on the local, national and global level. The Center trains faculty and students in the art and science of health promotion and advocacy and develops and disseminates innovative and effective health promotion and advocacy interventions that address key health issues.
The Lerner Center for Public Health Promotion at Columbia University Mailman School of Public Health conducts research, education, and service to improve health promotion and communication practices. By committing to widespread translation and implementation of evidence-based interventions, policies, and messages, the Center aims to close the large and well-documented gap between research and practice in public health. The Center draws from the distinctive approach of the Department of Sociomedical Sciences, which focuses on the social determinants of health and disease.
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Agenda
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12:00PM
Lunch
1:00PM
Welcome from Linda Fried Introduction by Gina Wingood
1:15PM
Welcome from Sid Lerner
1:30PM
Center Introductions Columbia University Johns Hopkins University Syracuse University
2:45PM
Break
3:00PM
Breakout Group Brainstorming Research Education Service
5:00PM
Closing
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Research
Bringing timeliness to science. How to create health behavior change in real time while meeting the public health field’s need for scientific rigor.
Education
Bringing promotional/marketing smarts into practice of public health. This might cover ways to involve industry through expert panels and speakers, recognition/awards for best campaigns in field and within schools, and interdisciplinary programs.
Service
Modeling best practices for public health promotion. Meatless Monday is one example of a health promotion campaign – what other areas could the schools effectively collaborate on? This might include defining a “signature issue” which is a priority for each school–either a health behavior/ issue (e.g. smoking, obesity, adherence) or a specific setting (e.g. local communities, hospitals, global health).
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Ideas for Collaboration ◆ SHARE RESEARCH: Share research across Centers, without jeopardizing protocol or publishing possibilities. Centers can set short-, mid-, and long-term goals in order to continue open information sharing along the way (e.g. presenting informally to the other Centers as a short-term goal, conference abstract as a mid-term goal, and published paper as a long-term goal). ◆ SHARE COURSE CURRICULUM: Share health promotion curriculum content and design across the schools. Also share resources and skills offered by the Monday Campaigns. ● DIRECTORY: Create a directory of who is doing what at each school and at the Monday Campaigns (e.g. who leads social media at each campus). ▲ GUEST LECTURES BY THE MONDAY CAMPAIGNS: Organize guest lectures by the Monday Campaigns staff to share skills, strategies, successes and challenges in creating effective health campaigns.
Key ◆ Guiding Principle for Future Work ● Collaborative Project Idea ▲ Individual Site Project Idea
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Research ◆ FORMATIVE RESEARCH AND PROCESS/ IMPLEMENTATION EVALUATION: Engage in process and implementation evaluations to help gather data on rapidly shifting trends (e.g. Facebook, Instagram, Twitter, Snapchat). On some occasions, rigorous scientific analysis may cause results to lose its relevance by the time the scientific method is complete. To speed up the gap between science and practice, Centers can prioritize formative research and process/implementation evaluations over outcome evaluations, with quicker results on what works at the moment.
● ADAPTING EXISTING PROJECTS AND PROGRAMS: Identify projects that can be adapted, implemented, and tested within existing programs across the Center sites. Adapting existing programs to new sites, and sharing IRB protocols and methodologies would speed up research implementation and data collection processes. It is also more efficient to implement Monday campaigns within already-existing programs, partnerships and organizations. Examples include the NCAA and NIH partnership with the Photo-Voice Project, and taking advantage of existing working worksite wellness groups.
◆ DATASETS FOR QUICK TURNOVER IN RESEARCH: Using secondary datasets (e.g. Google dataset) and collecting de-identified data (e.g. using anonymous surveys) will expedite IRB approval and research processes.
● GUIDING RESEARCH PRINCIPLES: Create guiding principles between the Centers that speaks to decreasing the time gap between research to practice (e.g. community-based participatory research). When creating these principles, consider tailoring the research for the audience at hand, and prioritize program dissemination and implementation to reach the target audience. Evaluate the program based on population needs, which may decrease the intensity of research rigor, but would match each Center’s goals.
◆ PARTNER WITH BUSINESS COMPANIES TO EXPEDITE RESEARCH PROCESSES: Build partnerships between public health and the business sector to speed up the 17-year gap between research and practice. The private sector is accustomed to collecting polls and analyzing results quickly. Partnerships with businesses may help expedite the research process. For example, research companies such as FGI Research, who have access to pre-recruited common panels, can assist with timely formative research (e.g. awareness levels). However, it is important to be careful that the intervention target group is captured.
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● TURNKEY EVALUATION MEASURES & TOOLS, STANDARDIZED METHODOLOGY: Create a standard methodologies, tools, and measures for evaluating health campaigns. This may include creating standardized evaluation modules that can be applied to Monday initiatives across all sites. In order to evaluate the different aspects of the Monday Campaigns, the Centers and the Monday Campaigns should determine precise outcome measures (i.e. the fresh start effect, impact on participant behavior, or campaign medium effectiveness). Standardized tools may include identifying established health behavior questionnaires and worksite wellness turnkey evaluations.
Education & Training ● STUDENT-LED MESSAGE TESTING: Work with students at each school to test potential campaign ideas with focus groups in each respective university campus and surrounding community. Tap into each school’s diverse student bodies in order to create more socially- and culturally-relevant messaging for the Monday Campaigns. ● STUDENT CONFERENCES, COMPETITIONS, AND PRACTICUM OPPORTUNITIES: Invite students from each school to participate in a joint conference for a few days of targeted health promotion and health communication training. Expand a health media campaign competition across the schools. Take an evidence-based health promotion program and challenge students to put a creative spin on it. Offer student practicum opportunities across the Centers, in coordination with the Monday Campaigns. ● CROSS-DISCIPLINARY ROUNDTABLES AND JOINT ENTERPRISE WORKSHOPS: Organize multidisciplinary roundtables (e.g. media roundtable) to engage professionals across sectors. Organize workshops for academics and creative professionals to collaborate on an enterprise that achieves a shared public health goal. ▲ CREATIVE ENTERPRISE CASE STUDIES: Incorporate case studies that emphasize public health expertise and creative enterprises into each school’s core curriculum. For example, creative enterprise case studies may be incorporated into core courses at each school.
▲ MEDIA TRAININGS FOR PUBLIC HEALTH STUDENTS: Provide communication and media trainings for public health students while fostering cross-school collaborations. For example, partner with the Journalism School to create health care reporting projects, programs, and courses that would be available to public health and journalism students. ▲ INVOLVING OTHER SCHOOLS WITH PUBLIC HEALTH TOPICS: Foster cross-school student collaborations by connecting other schools of study (e.g. Business School, Journalism School, Art School) with public health topics. ▲ FACILITATE CROSS-REGISTRATION PROCESSES: Facilitate cross-registration processes (if available), to encourage students to pursue multi-disciplinary coursework. For example, disseminate information on how students can cross-register for courses at other graduate schools (e.g. Business School, Journalism School). ▲ CREATIVE COMMUNICATION SKILLS DIGEST: Create a digest or newsletter that includes accessible workshops and courses that teach creative communications skills. For instance, Lynda.com offers a plethora of online learning resources that may be relevant to public health and health promotion.
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Service ◆ SHARING STUDENT FEEDBACK: Facilitate student ideas and feedback on new Monday campaigns through each Center and affiliate schools. ● MICRO-CAMPAIGNS: To be responsive to community needs (e.g. neighborhood safety is the top priority for some communities, to enable physical activity), Centers can work with specific communities to identify priority health areas to pursue. Using this knowledge, the Centers and the Monday Campaigns can jointly develop and test micro-campaigns that are responsive to the needs of the community at hand. Settings may range from university campus students to local community residents surrounding each school. To develop, implement and test these micro-campaigns, the Centers can create the messaging, each school’s Communications Office can provide dissemination expertise, the Monday Campaigns can develop creative collateral, and the academic researchers can evaluate and publish the micro-campaigns.
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● HEALTH CAMPAIGN AWARDS: Collaboratively develop criteria to determine the best health promotion campaigns, to be judged by a multidisciplinary panel. The awards would be catered to campaigns developed by public health practitioners (e.g. local health departments). ● MONDAY PARTNERSHIPS FOR HEALTH: Encourage local businesses with existing university partnerships to oaffer discounts or host meet-ups on Mondays. Expand the reach of Move It Monday and the Monday Mile by building off of the annual National Public Health Week (i.e. reaching out to ASPH or ASPPH), and encouraging existing walk-athons to adopt Monday Mile walks.
Directory LISA METSCH, PhD Stephen Smith Professor Chair of Sociomedical Sciences Mailman School of Public Health Columbia University lm2892@columbia.edu
GINA M. WINGOOD, ScD, MPH Director, Lerner Center Sidney and Helaine Lerner Professor of Public Health Promotion Mailman School of Public Health Columbia University gw2326@columbia.edu
GRACE LEE, MPH Deputy Director, Lerner Center Mailman School of Public Health Columbia University (212) 305-1483 gl2430@columbia.edu
MARITA MURRMAN, EdD, MS Associate Director of Education, Lerner Center Associate Professor of Sociomedical Sciences Mailman School of Public Health Columbia University mkm27@columbia.edu
RACHEL SHELTON, ScD, MPH Associate Director of Research, Lerner Center Assistant Professor of Sociomedical Sciences Mailman School of Public Health Columbia University rs3108@columbia.edu
JAMES COLGROVE, PhD, MPH Professor and Deputy Chair for Masters Programs in Sociomedical Sciences Mailman School of Public Health Columbia University jc988@columbia.edu
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ANA ABRAIDO-LANZA, PhD, MA Associate Professor of Sociomedical Sciences Mailman School of Public Health Columbia University aabraido@columbia.edu
MARNI SOMMER, DrPH, MSN, RN Associate Professor of Sociomedical Sciences Mailman School of Public Health Columbia University ms2778@columbia.edu
LINDA P. FRIED, MD, MPH Dean Mailman School of Public Health Columbia University (212) 305-8044 lpfried@columbia.edu
JILL BARKAN, MA, EDM Associate Dean for Institutional Advancement Mailman School of Public Health Columbia University (212) 342-3151 Jbb4@columbia.edu
PETER TABACK, PhD Chief Communications Officer Mailman School of Public Health Columbia University (212) 305-8044 Peter.taback@columbia.edu
ANNE FOULKE TONER, MS Associate Director for Social Media and Internal Communications Mailman School of Public Health Columbia University (212) 342-5312 af2231@columbia.edu
MELISSA BERNSTEIN, MPH Center Coordinator, Region 2 Public Health Training Center Mailman School of Public Health Columbia University (212) 305-6984 mfb2145@cumc.columbia.edu
MISA NUCCIO, MPH Monday Worksite Wellness Researcher Mailman School of Public Health Columbia University
THANA-ASHLEY CHARLES, MPH ‘16 Lerner Fellow Mailman School of Public Health Columbia University
MICHELLE TRUONG, MPH ‘16 Lerner Fellow Mailman School of Public Health Columbia University
SAMANTHA BRANDSPIEGEL Summer Intern, Lerner Center Mailman School of Public Health Columbia University sb3782@columbia.edu
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Syracuse University
TOM DENNISON, PhD Faculty Director, Lerner Center Syracuse University (315) 443-9060 thdennis@maxwell.syr.edu
CYNTHIA MORROW, MD, MPH Lerner Professor Professor of Practice in Public Administration and Int. Affairs Syracuse University cbmorrow@maxwell.syr.edu
REBECCA BOSTWICK, MPA Program Director, Lerner Center Syracuse University (315) 443-4526 rabostwi@maxwell.syr.edu
LEAH MOSER, MPH Program Coordinator, Lerner Center Syracuse University (315) 443-9343 lemoser@maxwell.syr.edu
ROBERTO MARTINEZ, MPH Healthy Neighborhood Project Coordinator, Lerner Center Syracuse University romartin@syr.edu
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Johns Hopkins University
DAVID HOLTGRAVE, PhD Interim Director, Lerner Center Department Chair, Health, Behavior & Society Johns Hopkins University (410) 502-4076 david.r.holtgrave@jhu.edu
LAURA FUENTES, MM Deputy Director, Lerner Center Healthy Mondays Program Director Johns Hopkins University (410) 502-1811 laura.w.fuentes@jhu.edu
LAWRENCE CHESKIN, MD, FACP Associate Professor of Health, Behavior & Society Director, Johns Hopkins Weight Management Center Johns Hopkins University (410) 502-0145 cheskin@jhu.edu
JOANNA COHEN, PhD, MSc Director, Institute for Global Tobacco Control Professor of Health, Behavior & Society Johns Hopkins University (410) 614-5378 jcohen@jhu.edu ALANA RIDGE, MPH, CPH Program Officer, Center for a Livable Future Johns Hopkins University (410) 502-7578 aridge1@jhu.edu
ELAINE DE LEON, MHS Research Program Manager, Institute for Global Tobacco Control Johns Hopkins University (410) 955-3549 edeleon4@jhu.edu
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MORGAN JOHNSON, MPH Program Development and Research Director The Monday Campaigns (646) 878-0327 mjohnson@mondaycampaigns.org
CHERRY DUMAUAL PR & Partnerships Director The Monday Campaigns (212) 991-1056 cdumaual@mondaycampaigns.org
DANA SMITH Program Director I Love NY Water and Meatless Monday The Monday Campaigns (646) 878-0323 dsmith@mondaycampaigns.org
CATHERINE CHAO, MPH Program & Research Associate The Monday Campaigns (646) 878-0326 cchao@mondaycampaigns.org
MARK DRISCOLL Senior Creative Director The Monday Campaigns mdriscoll@ mondaycampaigns.org
JEFFREY WINE Senior Creative Director The Monday Campaigns (646) 878-0322 jwine@mondaycampaigns.org
MARGARET DUNHAM Copywriter The Monday Campaigns (646) 878-0331 mdunham@mondaycampaigns.org
The Monday Campaigns
PEGGY NEU President The Monday Campaigns (212) 991-1053 pneu@mondaycampaigns.org
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Lerner Center for Public Health Promotion Department of Sociomedical Sciences Mailman School of Public Health Columbia University 722 West 168th Street, 9th Floor New York, NY 10003 Email: gl2430@columbia.edu Phone: (212) 305-1483 mailman.columbia.edu/publichealthpromotion
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Š 2015 Lerner Center for Public Health Promotion at Columbia University. The information in this report is correct at the time of printing. The Lerner Center reserves the right to make changes as circumstances warrant.