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Posted: April 4th, 2023
Use of Media in Promoting Policy Change. Discussion Prompt
Critique an example of a professional organization’s use of media to promote a health policy agenda. Discuss attributes of success or lack thereof.
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One example of a professional organization that effectively used media to promote a health policy agenda is the American Heart Association (AHA). The AHA is a non-profit organization that works to reduce cardiovascular disease and stroke, two of the leading causes of death in the United States. The AHA's policy agenda includes advocating for healthy lifestyles, promoting access to quality healthcare, and supporting research on heart disease and stroke.
The AHA has utilized various media platforms to promote its policy agenda, including social media, traditional media outlets, and its own website. For example, the AHA has a robust social media presence, with active accounts on Facebook, Twitter, and Instagram. The organization frequently posts content related to its policy agenda, such as healthy recipes, tips for reducing stress, and calls to action for supporting legislation that promotes cardiovascular health.
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The AHA has also been successful in leveraging traditional media outlets to promote its policy agenda. For example, the organization has been featured in major news outlets, such as CNN and The New York Times, for its advocacy work on issues such as the regulation of e-cigarettes and the promotion of healthy school lunches.
One attribute of the AHA's success in using media to promote its policy agenda is its ability to effectively communicate with its target audience. The organization understands that different media platforms require different messaging strategies and tailors its content accordingly. For example, the AHA uses visually appealing graphics and short, snappy captions on Instagram to appeal to younger audiences, while using more in-depth analysis and data-driven arguments on its website and in traditional media outlets.
Another attribute of the AHA's success is its ability to collaborate with other organizations and individuals to amplify its message. For example, the AHA frequently partners with celebrities and influencers to promote its policy agenda on social media, such as when it worked with singer Demi Lovato to promote the importance of mental health.
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In conclusion, the American Heart Association has been successful in using media to promote its policy agenda, due in part to its ability to effectively communicate with its target audience and collaborate with other organizations and individuals. The AHA's use of social media and traditional media outlets has helped to raise awareness of cardiovascular disease and stroke and promote policies that support healthy lifestyles and access to quality healthcare.
References:
American Heart Association. (n.d.). Our mission and impact. Retrieved March 30, 2023, from https://www.heart.org/en/about-us/mission-and-impact
American Heart Association. (2022, March 18). Demi Lovato x AHA. Instagram. https://www.instagram.com/p/CaF6lXWJJgJ/
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The New York Times. (2019, October 10). E-cigarettes face FDA ban if companies don't halt marketing to youth. https://www.nytimes.com/2019/10/10/health/fda-e-cigarettes-ban.html
CNN. (2021, January 25). Healthy eating pays off, new study finds. https://www.cnn.com/2021/01/25/health/healthy-eating-medical-bills-wellness/index.html
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