integrating sustainability themes into media - Collaborating Centre ...

Tools/activities to communicate
sustainability
Design/language/presentation of
content
easy language etc.)
1) Outreach tools:
Face-to-face and telephone briefings: HH&S arranges meetings of a
sustainability and health education experts to discuss program content (e.g.
beliefs that healthy food lacks taste) in addition to maintaining extensive
linkages to health and sustainability specialists for consultation in the
development of the program.
Newsletters: HH&S produces a regular newsletter outlining recent research
findings and information from government institutions connected to the
HH&S project.
Tip sheets: Concise tip sheets are provided to TV screen writers in
response to specific questions about lifestyle and health issues. Tip sheets
include basic information, case examples for storylines and additional
resources under core information areas: “What’s the problem?” “Who is at
risk?” and “Can it be prevented?”
HH&S-website: The HH&S website contains important information about
HH&S with an ‘SOS’ emergency contact number for writers to reach HH&S
staff anytime they require support.
2) Evaluation activities:
HH&S recognize the importance of demonstrating the effectiveness of their
work by regularly evaluating the content and the impact among audiences.
The evaluations include:
TV viewing habits
TV content analysis
Audience impact analysis
Research agenda-setting conferences
Academic publications
3) Events:
The HH&S project hosts regular events to inform entertainment TV writers
and recognise programs that portray accurate, entertaining and innovative
sustainability information. These include:
Panel discussions with sustainability and entertainment TV professionals
An annual award (with 6 different entertainment media categories, including
primetime, daytime and children’s program awards for exemplary storylines
on healthy lifestyles
4) Advisory Board
The HH&S project is guided by an advisory board comprising entertainment
industry professionals, sustainability leaders, and academic experts (44
members, three from Grey’s Anatomy)
Personalized understandable, short and easy, entertaining, useful in
everyday life, humorous, creative, imaginative, emotional.
Organisation of project Grey’s Anatomy:
• Approximately 15 TV producers/writers work on developing the Grey’s
Anatomy storylines. More than half collaborate closely with Hollywood,
Health & Society.