How to Craft Evidence-Based Messaging for the Prevention of Adverse Childhood Experiences
How to Craft Evidence-Based Messaging for the Prevention of Adverse Childhood Experiences How to Craft Messaging for ACEs Prevention Learn how to craft effective, evidence-based messaging to prevent ACEs — with steps and examples to guide your work. Getting Started When it comes to developing strategic messages, public health professionals must first identify the problem they are working to solve. Often, we think about problems in big, broad terms — this can make it hard to know what specific action(s) to take to solve them, especially when working to address complex problems like adverse childhood experiences (ACEs). Consider a common public health challenge: lack of coordinated and aligned prevention efforts among like-minded organizations in a community. While everyone is working toward similar goals, limited time and resources mean this lack of coordination can reduce overall impact. Simply naming “lack of coordination of prevention” as the problem, however, isn’t very helpful — your colleagues may not know what you’re asking them to do differently. To move from a vague concern to an actionable solution, you must narrow the problem. To do this, you might explain that organizations aren’t consistently communicating about what prevention programs they offer or approaches they implement. Digging further, the issue becomes not just misalignment but the lack of a regular, structured process for sharing updates. That clarity leads to a concrete ask: “We’d like to set up a monthly call where we each share program updates so we can coordinate efforts and maximize impact.” This final framing is strong because it identifies a specific, practical solution and serves as a clear foundation for effective messaging, plus next steps. Once you identify the actions to solve the problem at hand, you’re ready to think about the overall strategy. This resource walks you through several easy steps to outline your approach. Your Turn 1 - Resource - How to Craft Messaging for ACEs Prevention Using a Simple, Successful Formula The formula for a successful message is simple and helps you get to the core of your message: Name the problem or issue to be addressed. Talk about why it matters. Tell people what should be done and who should do it. Bonus: Use data to drive your message home. Put it all together. Step 1: Name the Problem You need to clearly state your concern: what the problem is and how you see it affecting people — but keep it short. Resist the urge to say everything. Instead, focus on the aspect of the problem that your proposed solution will address. Establish a general understanding of the issue and its impacts as they relate to ACEs. Example Consider, under the umbrella of ACEs prevention, the topic of reducing the cost of child care. Let’s name the problem: The high costs of child care contribute to economic pressures and stress for caregivers, leaving children at risk of experiencing maltreatment. Your Turn 2 - Resource - How to Craft Messaging for ACEs Prevention Step 2: Explain Why It Matters Using shared values in your messaging to describe why you care can help you make the case for your solution and connect with your target audience. Remember, values statements should indicate why you — and, ideally, your target — should address the problem at hand. What happens if nothing is done? And why does that matter? Example With our example, in working to reduce the cost of child care, this explanation might be: We must take action to support families because their well-being (mental, financial, etc.) as well as their children’s well-being are at stake. Your Turn 3 - Resource - How to Craft Messaging for ACEs Prevention Step 3: Emphasize the Solution Drawing from your overall strategy, keep your focus on the solution or the change you want to see, and name the person, group, or entity that needs to implement this change. It’s best to answer with a specific, feasible solution that is usually an incremental step toward the larger goal or vision. And it’s especially important to name who needs to take action, so that they are aware of what is expected of them. Name the solution you want to see. Example Continuing with our example, a solution to reducing the cost of child care might be: Our state legislature is currently considering a bill to subsidize child care cost in our area. Subsidized child care for families can reduce caregiver stress and increase their ability to provide financially for their families and spend time with their developing children. Your Turn 4 - Resource - How to Craft Messaging for ACEs Prevention Step 4: Drive Your Message Home with Data “Social math” is the practice of translating statistics and other data so that they become interesting, meaningful, and understandable by most people— unlike infographics, which use visuals (e.g., charts and graphics) to present data. Consider social math that can help you make your case. Example In our ongoing example, the following data and social math can help relay importance and meaning: Estimates show the annual national average price of care for one child in 2019 being between $9,200 and $9,600. In other words, families spend on average about $800 every month for child care — similar to a second rent payment. Your Turn 5 - Resource - How to Craft Messaging for ACEs Prevention Step 5: Bring It All Together as One Cohesive Message You can think of the final message as an answer to the question, “How does reducing ACEs lead to healthier outcomes and thriving communities?” Example The final message for our example could be: One of the greatest costs to young families is child care, with the estimated annual national average price of care for one child in 2019 between $9,200 and $9,600. In other words, one family will spend on average about $800 every month for child care — similar to a second rent payment. And these costs increase for every additional child in the household. Child care subsidies can reduce caregiver stress and lower the risk of child maltreatment by minimizing persistent concerns about child care, providing a source of emergency child care when needed, and improving the economic lives of families. We can support children and families by reducing the financial burden of child care, opening up opportunities to remain employed and receive other community or medical support they need. Your Turn 6 - Resource - How to Craft Messaging for ACEs Prevention Additional Resources ASTHO Strategic Public Health Messaging Drives Change Public Health & Crisis Communications Resource Hub State/Territorial Policy Considerations for Preventing Adverse Childhood Experiences CDC Beyond the Headlines: Media Communications Training Berkeley Media Studies Group Worksheet: Message Development (PDF) Media Advocacy Worksheet: Overall Strategy Layers of Strategy (PDF) Using Social Math to Support your Policy Issue ACEs in the News: How Can Advocates Communicate More Effectively About Childhood Trauma? 5 Ways to Create Compelling Messages About Childhood Trauma Using Data Issue 24: Adverse Childhood Experiences in the News: Successes and Opportunities in Coverage of Childhood Trauma Frameworks Institute Impact Spotlight: Framing Child Wellbeing CA Surgeon General's Campaign Brings Attention to Toxic Stress and Adverse Childhood Experiences (ACEs) Changing the Narrative Together: Three Effective Strategies for Talking about Youth Mental Health Moving from Crisis Toward Opportunity: Framing Social Media and Youth Mental Health Toolkit The Impact of Strategic Framing on Early Childhood Advocacy Efforts in Colorado Framing Fundamentals: What is Framing? #FastFrames Series Reviewed by - Maffey article yes