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Community Action Tool Kit
Overview and Table of Contents

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Purpose
To generate discussion of P.A.D. in as many communities across the country as possible, this Stay in Circulation: Take Steps to Learn About P.A.D. Community Action Tool Kit was developed to provide campaign partners, including P.A.D. Coalition members, their affiliates, and organizations like yours, with the instructions, tools, and resources necessary to implement community campaign activities in your local markets. The contents of this tool kit—which also are available free from the NHLBI P.A.D. campaign Web pages (www.nhlbi.nih.gov/health/educational/pad)—will help you raise awareness of P.A.D. with consistent messages and materials. The kit also will give your organization flexibility to customize the messages and materials to address your specific needs.

Chapter 1: Campaign Overview

  • Stay in Circulation Campaign Overview—Gives an overview of the Stay in Circulation campaign, including a brief explanation of P.A.D., the goals and objectives of the campaign, the roles of NHLBI and the P.A.D. Coalition, and the various campaign elements (e.g., tool kit materials, Web pages, partnerships, media program).
  • Stay in Circulation Campaign Style Guide—Provides guidelines for using the Stay in Circulation logo, messages, and other campaign style elements.

Chapter 2: How to Plan Campaign Events and Activities
This chapter offers tips and guidance on how to plan and execute events and activities within your local communities in support of the Stay in Circulation campaign.

  • How You Can Get Involved: Stay in Circulation Local Event Ideas—Offers a range of creative ideas for planning events, from hosting screening events to securing and planning speaking engagements. You will also learn how to work with other partners to heighten the visibility of your event.
  • Using a Checklist to Plan and Host Your Events—Recognizing that planning events and activities often entails juggling multiple tasks, this tool kit provides you with a checklist of key elements for each stage of planning and implementation. This list is customizable, allowing you to add or delete elements.
  • How to Work with Partners—By working with other organizations such as hospitals, health clinics, local businesses, and faith-based organizations in your effort to raise local awareness about P.A.D., you will enhance the visibility of your effort and help expand the Stay in Circulation campaign's reach. Partners serve as a way to get key campaign messages and materials directly to your target audiences.
  • Delivering a PowerPoint Presentation about P.A.D. (Can also be used as a train-the-trainer tool)—To assist you in educating consumers, patients, stakeholders, and other potential campaign partners about P.A.D., this tool kit includes a campaign-branded PowerPoint presentation template that can be customized for and used in a variety of settings, including events for those at risk for P.A.D., provider education settings, and partner meetings. Talking points are provided for each slide. This chapter also offers strategies and suggestions for using the PowerPoint template.

Chapter 3: How to Educate and Work with the Media
An important strategy of the Stay in Circulation campaign is to increase awareness of P.A.D. by securing media coverage. This section provides a brief tutorial on how to identify appropriate media in your community to cover your awareness efforts around P.A.D., and how to ensure this coverage accurately conveys campaign messages.

  • Identifying Media Outlets—Provides suggestions for monitoring local media coverage to efficiently identify and approach appropriate journalists for local coverage.
  • How to Conduct Media Outreach: Tips for Working with the Media—Provides comprehensive guidance on pitching P.A.D. story ideas to the media. This section also details effective ways to communicate with journalists through different vehicles (e.g., telephone, e-mail, fax, standard mail). Other important factors and considerations discussed within this section include: the suggested timelines for reaching different media; the importance of meeting deadlines; tips for how to deliver thorough yet concise information to the media; and how to package multiple story ideas or "news hooks" to maximize media interest.
  • A Campaign Backgrounder—Provides an overview of the campaign, including a brief explanation of P.A.D., the campaign objectives, the roles of NHLBI and the P.A.D. Coalition, and the various campaign elements, that can be distributed to the media as background information.
  • Sample Pitch Letter and Script—To help you capture a reporter's interest in your events promoting P.A.D. awareness, this tool kit provides a series of customizable outreach tools, including a pitch letter, scripts, and talking points.
  • Customizable Press Materials—This tool kit provides customizable templates for a press release, media advisory, and newsletter article. You can use all or part of these elements to promote Stay in Circulation events and activities.
  • Pitching Public Service Announcements (PSAs)—PSAs are unpaid, noncommercial announcements that seek to educate target audiences about specific issues or concerns affecting the public, as opposed to advancing the sale of private products or services. The tool kit provides an overview of and instructions for using a series of radio and print PSAs that have been produced in English and Spanish to help promote the Stay in Circulation campaign. Provided in varying lengths, these spots can be reproduced and distributed to local media. The scripts are offered in both English and Spanish and in various lengths to allow targeted stations greater flexibility in placing the PSAs into available timeslots. Also included in this tool kit is a live-read PSA script, which is a short announcement to be read by the station's on-air talent.

Campaign Materials and Resources
The tool kit includes samples of all Stay in Circulation campaign print and audiovisual materials. The following materials are available for download at no cost from www.nhlbi.nih.gov/health/educational/pad:

  • A Series of Stay in Circulation Campaign Fact Sheets, which provide a snapshot of P.A.D., with a focus on key risk factors, signs, and symptoms; who it affects; prevention strategies; and approaches to treatment. Three separate fact sheets are provided, targeting the general public, African American, and Hispanic audiences. These P.A.D. information pieces are appropriate to disseminate to the news media as well as the campaign's targeted consumer audiences.
  • A Double-Sided Campaign Poster designed to educate consumers about P.A.D. in health care provider settings (e.g., waiting rooms, reception areas, examination rooms), and other community-based environments (e.g., shopping malls, grocery stores, community centers). One side of the poster is produced in English while the other is in Spanish.
  • A Brief Educational DVD for the general population of people over the age of 50 who are at greatest risk for P.A.D. This video discusses P.A.D. risk factors, diagnosis, and available treatments; and highlights special at-risk audiences, including African Americans and adults with one or more P.A.D. risk factors. In addition to showcasing the stories of individuals who have P.A.D., the video profiles people who have P.A.D.-related risk factors and are taking action to help prevent the disease. The DVD (VHS is available upon request) is designed for use at community-based informational events and in health care provider offices and other health care settings.
  • Radio PSAs produced in multiple lengths. Provided on CD, these spots can be reproduced and distributed to radio stations throughout your community. Two English-language PSAs are included to target the general public and African American audiences and one Spanish-language PSA is provided to reach the Hispanic population. Copies of the corresponding scripts are also provided.

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