Talking Data, Equity, or Partnerships? Start with Values.
By: Jenna Olson
Over the past two years, I’ve had many opportunities to explore research-informed practices of public health communications. In all the frameworks, toolkits, and trainings I’ve absorbed, one word comes up more than any other:
Values
When talking about health equity, the Robert Wood Johnson Foundation recommends starting with values-based statements to increase understanding and motivate action.
When talking about data, the FrameWorks Institute’s research suggests starting with a clear message that expresses an aspirational goal or value.
To inspire partners to help strengthen public health in Minnesota, value is the foundation underlying the storytelling framework in Hattaway Communications' Message Toolkit.
Here's the basic framework from Minnesota's new Message Toolkit: Inspiring Partners to Strengthen Public Health in Minnesota.
Ok, but what does “value” really mean?
In public health, we can talk about value in terms of funds leveraged and quality added. That’s effective for some audiences. For others, discussing our principles and judgments about what’s important is even more compelling. Values, in this sense, shape how we view the world. They are tied to our identity and our hopes for the future. They guide our decisions.
That’s why it’s important to consider the values that you, as a public health professional, share with the people you’re trying to reach. Across spectrums of politics and beliefs, there are some values that most people can agree on. For example:
Everyone should have a fair and just opportunity to be healthy.
All kids should have access to places where they can play safely outside.
Every family should be able to afford fresh, healthy foods.
When we start with agreement, we build connection. We show our audience that we care about the same things and are working toward the same goals. And when your audience knows they share your goal, they may be more ready to take action with you.
Try it out! Take one small step!
Maybe you aren’t ready to implement a whole new communications framework, or you aren’t sure about storytelling. That’s ok! Try out just this one element. Know what values the people you’re trying to reach hold. Name those values. Say them loud, proud, and first. When you take a moment to connect in this way, others may be more ready to hear your data, talk about equity, and take action.