World Health Editors Network (WHEN) Whos There? Yes A Journalism and Health Initiative World Health Assembly 66 GENEVA 19-23 May 2013 Enter the Stadium.

Presentazione sul tema: "World Health Editors Network (WHEN) Whos There? Yes A Journalism and Health Initiative World Health Assembly 66 GENEVA 19-23 May 2013 Enter the Stadium."— Transcript della presentazione:

1 World Health Editors Network (WHEN) Whos There? Yes A Journalism and Health Initiative World Health Assembly 66 GENEVA 19-23 May 2013 Enter the Stadium - Democratise knowledge - Bring it home Health Literacy- A consumer perspective Dario Manfellotto Scientific consultant, Italian Radio and Television (RAI) May, 19, 2013

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3 HEALTH RAISING INTEREST OF MEDIA Events Testimonials News Epidemiological data Surveys of opinion Creation of a welfare community Avoid the scoopism!

4 Breaking headlines on health news Scientists find first breakthrough against Alzheimers Researchers believe treatment for osteoporosis is ready A vaccine against AIDS is available

5 News is anything that interests a large part of the community and has never been brought to its attention before The case of U2 syndrome: if an editor or anchor or reporter becomes interested in something, then you too must be interested The case of U2 syndrome: if an editor or anchor or reporter becomes interested in something, then you too must be interested The classical 5W, who, what, where, when and why cannot be applied. General news are based on facts and sources, while medical news are based on data, probabilities and conclusions The classical 5W, who, what, where, when and why cannot be applied. General news are based on facts and sources, while medical news are based on data, probabilities and conclusions

6 HEALTH RAISING INTEREST OF MEDIA T eaching in medical and professional schools Education of the public Meeting doctors/patients/journalists Increase the role of nurses and other professionals If you increase the awareness of health as a social target, you may also increase the appeal of media

7 In the field of promotion of healthy life-styles the target is the agreement on a set of clear, consistent, focused and positive messages based on current scientific knowledge, so that they may reach the general population and be accepted and followed.

8 Those who labor in the vineyard of medical journalism do more good than harm, and usually provide medical consumers with useful and accurate informations that they can use to make important medical decisions about themselves and their loved ones Timothy Johnson, Editor ABC News NEJM 1998

9 The more the community of health professionals at all levels and health reporters in the media work together to produce a set of clear, consistent, focused, positive messages based on the body of current scientific knowledge, the sooner recommendations for a correct approach will be accepted and followed

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12 Empowerment of patient/citizen Is it good ? Is it bad ?

13 DRUGDISEASETREATMENTORGANDOCTOR/MEDICINERESEARCHPATIENTOTHER KEYWORDS IN THE HEADLINE %38.035.923.27.72.84.21.41.4

14 Absence of disease Sense of weel-being Something to preserve Something to promote A value 22.7%27.2%34%9%6.8% HEALTH IS DESCRIBED AS

15 AUDIENCE OF TV MEDICAL PROGRAMMES Source:CensisAuditel 2012

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17 SOURCES OF HEALTH INFORMATION General Pratictioner RelativesPharmacistFriends TV Programmes Colleagues Medical Magazines Lay Press Internet %63.612.2 6.4 6.4 7.4 7.430.3 3.6 3.613.821.92

18 1987 2012 1987 2012 Medico di famiglia 63 65 Parenti, amici, colleghi 12 23 Farmacista 6 6 Televisione 30 40 Riviste di salute 13 17 Quotidiani con supplementi salute 21 17 Internet - 50 Fonte : Censis Sources of health information 1987-2012 comparison

19 ISSUES PER YEAR NEWSMAGAZINES 21.8% WOMENS MAGAZINES15.4% MEDICAL MAGAZINES 166.6% DAILY NEWSPAPERS 4.7% ARTICLES ON HEALTH

20 CHANGE OF PTS BEHAVIOUR AS A RESULT OF MEDIA REPORTS 58% didnt change behaviour 42% sought other informations 53% their doctor was happy to talk about 7% their doctor wasnt happy 45% improved relationship with the doctor 80% didnt question their doctors advice

21 Informations requested by patients Fonte :Censis

22 What is it more important if you have a health problem ? Fonte : Censis

23 Modern sources of health communication BANCHE DATI DELLE SOCIETA SCIENTIFICHE BANCHE DATI DELLE SOCIETA SCIENTIFICHE UFFICI PUBBLICI DI INFORMAZIONE UFFICI PUBBLICI DI INFORMAZIONE ORGANIZZAZIONI DI PAZIENTI ORGANIZZAZIONI DI PAZIENTI ASSOCIAZIONI PUBBLICHE DI PREVENZIONE DI MALATTIA ASSOCIAZIONI PUBBLICHE DI PREVENZIONE DI MALATTIA ASSOCIAZIONI CONSUMATORI E CITTADINI ASSOCIAZIONI CONSUMATORI E CITTADINI MASS MEDIA e INTERNET MASS MEDIA e INTERNET CENTRI DI CULTURA SANITARIA CENTRI DI CULTURA SANITARIA HEALTH EDUCATION COUNCIL (G.B.) HEALTH EDUCATION COUNCIL (G.B.) CENTRO PER LA QUALITA DELLA EDUCAZIONE SANITARIA

24 EHCN (European Health Communication Network) Ethical guidelines for health communicators 1.Seek to do no harm. Human rights and the public good are paramount. 2.Get it right. Check your facts and your sources, even if deadlines are put at risk. 3.Do not raise false hopes. Be especially careful when reporting on claims for miracle cures or potential health scares. 4.Beware of vested interests. Ask yourself, Who benefits most from this story?. 5.Reject personal inducements. Always make it clear if material is being published as a result of sponsorship. 6.Never disclose the source of information imparted in confidence. 7.Respect the privacy of the sick, the handicapped and their families at all times. 8.Be mindfull of the consequences of your story. Remember that individuals who may be sick or handicapped – especially children – have lives to live long after the media have lost interest. 9.Never intrude on private grief. Respect the feelings of the bereaved, especially when dealing with disasters. Wherever possible avoid close-up photography on television images of victims or their families. 10.If in doubt, leave it out.

25 Linee guida per la comunicazione delle epidemie - costruire, mantenere e ricreare fiducia - annunciare presto e in modo chiaro - dare messaggi trasparenti: comunicazione semplice, completa e accurata nei dati e nei resoconti - comprendere quello che pensa il pubblico per inviare messaggi chiari - pianificazione delle azioni da fare basata su analisi e gestione del rischio

26 As the former Italian Minister for Health and distinguished researcher Umberto Veronesi said, the cultural evolution of medicine will bring all of us from the welfare state to the welfare community, that is from the State protecting everybody, to the community of citizens who think of how to self-protect from diseases.

27 Non è la scienza che crea i moderni mostri e le nuove streghe. La colpa, semmai, è dei divulgatori scientifici e dei mass-media che spesso sono male informati ed approssimativi Rita Levi Montalcini, Venezia 1993

28 Dosso Dossi, Giove, Mercurio e la Virtù, 1524

29 Assenza di malattia Sensazione di benessere Qualcosa da preservare Qualcosa da promuovere Un valore 22.7%27.2%34%9%6.8% La salute viene descritta come Fonte : Censis

30 Tutti coloro che lavorano nel settore del giornalismo medico fanno più bene che male e in genere forniscono ai cittadini informazioni utili e accurate che possono essere utili per prendere importanti decisioni mediche su problemi che riguardano se stessi e le persone care Timothy Johnson, Editor ABC News NEJM 1998

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32 Assenza di malattia Sensazione di benessere Qualcosa da preservare Qualcosa da promuovere Un valore 22.7%27.2%34%9%6.8% La salute viene descritta come Fonte : Censis