(co-written by Demetrius Parker, with thanks to CDC Connects reporter Faye McDonald Smith)
“That was over six months ago, how could I get TBI now?”
“You didn’t. I suspect the symptoms have always been there; you simply didn’t notice them or chose to ignore them…”
– The character Joan Butler (played by Wendy Davis) speaking with her Army doctor when she discovers she has TBI. From Army Wives on the Lifetime Network.
If you watch the popular Lifetime TV drama Army Wives, you may know that Joan, one of the leading characters, was recently diagnosed with a traumatic brain injury (TBI). But did you know that two CDC scientists were key consultants on the storyline about TBI? This is an example of Entertainment Education (EE), a health marketing and communication strategy for educating the public, raising awareness and changing health behavior around the world for more than 30 years. Built on theories of behavior change and human behavior, EE uses many formats (e.g. television, film, social media, telenovela, theater) to engage the viewer’s emotions, inform audiences, and change attitudes, behavior, and social norms.
CDC’s involvement with Army Wives began with a phone call from the show to Hollywood, Health & Society (HH&S), which provides entertainment industry professionals with accurate information for health and medical storylines. During development of the multi-episode storyline about TBI on Army Wives, HH&S connected television scriptwriters with CDC scientists at the National Center for Injury Prevention and Control. CDC is a partner and helps to fund HH&S through a cooperative agreement. HH&S and CDC have worked with more than 30 prime time TV shows and some major motion pictures to include health messaging in storylines. HH&S and CDC also make health information visible in the background scenery—like the sports concussion poster and autism awareness charts you may have seen on Grey’s Anatomy. For more information on HH&S projects, please visit their website.
EE encourages people to live healthier lives and is a communication mechanism that can be very effective. EE stories can be an ideal way to address norms and health beliefs that are deeply rooted in society, while still entertaining and attracting audiences that may be hard to reach.
Share with us your experiences with Entertainment Education in health communication and social marketing practices. What are some successful practices and lessons learned?
Army Wives can be seen on the Lifetime Network on Sundays at 10 p.m. EST. The clip where Joan learns about having TBI is here: Lifetime/Army Wives – TBI Awareness.
For information about CDC’s Entertainment Education Cooperative Agreement with Hollywood, Health & Society, contact Demetrius Parker, Office of the Associate Director for Communication, Division of Community Engagement, 404-498-2495.
For additional information about TBI and EE, click on the following links:
CDC Injury Center/TBI
Facebook/CDC Heads Up
National Public Radio series on TBI�
The Lystedt Law�
Checklist for Producing an Entertainment-Education Drama
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Comments listed below are posted by individuals not associated with CDC, unless otherwise stated. These comments do not represent the official views of CDC, and CDC does not guarantee that any information posted by individuals on this blog is correct, and disclaims any liability for any loss or damage resulting from reliance on any such information. Read more about our comment policy ».
December 22, 2010 at 11:54 am ET - Tweets that mention CDC - Blogs - CDC's Health Out Loud – Entertainment Education – Changing Health Behavior Through Entertainment -- Topsy.com
[...] This post was mentioned on Twitter by CDC_eHealth. CDC_eHealth said: New Health Out Loud blog post highlights CDC consultation w/ @ArmyWives to raise awareness about #TBI http://is.gd/jejvK [...]
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December 22, 2010 at 2:58 pm ET - Tweets that mention CDC - Blogs - CDC's Health Out Loud – Entertainment Education – Changing Health Behavior Through Entertainment -- Topsy.com
[...] This post was mentioned on Twitter by Mike Newton-Ward. Mike Newton-Ward said: "Changing Health Behavior Through Entertaiment" (CDC blog post) http://bit.ly/fKj3co [...]
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December 22, 2010 at 4:54 pm ET - Michele R. Berman, M.D.
We were very glad to see this story because we have been publishing, for the past two years, “teachable moments in medicine” at the intersection of social media and popular culture. Please have a look at our work at http://www.CelebrityDiagnosis.com and also http://www.medpagetoday.com/Blogs-by-CelebrityDiagnosis/. We welcome your comments and suggestions.
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December 22, 2010 at 4:58 pm ET - Tweets that mention CDC - Blogs - CDC's Health Out Loud – Entertainment Education – Changing Health Behavior Through Entertainment -- Topsy.com
[...] This post was mentioned on Twitter by CDC NPIN, Lisa Gualtieri. Lisa Gualtieri said: Educating healthcare consumers through television and movies @CDCgov post about traumatic brain injury on Army Wives: http://bit.ly/fgSd9e [...]
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December 22, 2010 at 9:10 pm ET - Monique Richert
It was very inspiring to read your publication about Entertainment -Education. We produced a social marketing media campaign that informs youth through a “mobile puppet theater” http://www.protectyourself1.org/pyone/Mobile_puppet_theater.html that develops HIV/AIDS awareness education and prevention practices. Using entertainment is the key to raising the attention of youth and helps get the message across. We also use a website http://www.safe2live.org with games, a PSA and accurate information. Please let us know what you think.
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December 23, 2010 at 3:09 am ET - Nedra Weinreich
The HH&S project does great work with existing entertainment programming. What I’m really excited about now is the opportunities we have to do in the US what has primarily been done only internationally thus far, which is to create our own programming using the technologies now available to us with online video, mobile and social media. Nearly all of the work we do with the entertainment industry results in us having no control over the final product and how our issues are ultimately portrayed by the writers and producers (much of it is begging and cajoling, and being at the mercy of the writers’ creative process).
But now, if the audience we’re trying to reach is online, and we do a good job of creating compelling content and reaching the audience where they are, we can have a huge impact. We can retain control over how the messages are conveyed, and do so in a strategic way that’s based on the same theoretical foundations that have been proven to work in other countries. We may not reach the same numbers as a broadcast television program, but when we bring in social and mobile media where the audience can interact with the characters and have their Facebook or Twitter updates appear alongside those of their friends, it’s a much more immersive experience with the story. We’re only at the very beginning of seeing how we can blend transmedia storytelling and the entertainment education approach, and I’m very excited about it!
Nedra Weinreich
Weinreich Communications
Spare Change Blog
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December 23, 2010 at 3:30 pm ET - Tweets that mention CDC - Blogs - CDC's Health Out Loud – Entertainment Education – Changing Health Behavior Through Entertainment -- Topsy.com
[...] This post was mentioned on Twitter by Nedra Weinreich. Nedra Weinreich said: Nice example of entertainment education on the CDC's blog: Changing Health Behavior Through Entertainment http://bit.ly/dLNedB [...]
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December 28, 2010 at 12:38 am ET - Connie Kohler
I agree with Nedra’s vision of a future transmedia based health promotion strategy, but in the meantime want to mention our work in radio drama to reach those who have not necessarily entered the cyber world. We have found that we reach many minority communities with radio and that these dramas accomplish the things that EE is meant to accomplish. One of our most reliable findings in evaluating these programs is that people increase the frequency with which they talk about the issues to friends and family – surely a start to changing norms!
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January 10, 2011 at 12:06 am ET - Ken August
Entertainment Education is one of our most effective tools for raising awareness about important public health issues. The CDC’s Hollywood, Health and Society program can do more with one episode of one daytime drama than the rest of us can do with a stack of posters, brochures and PSAs.
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January 20, 2011 at 11:52 am ET - will brennan
What happened to the blog titled: “Health Marketing Musings”? It was a favorite.
Thx
will
http://www.marketing-tools.co
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January 20, 2011 at 1:08 pm ET - Curt Shannon
“Health Out Loud” has replaced “Health Marketing Musings.” We appreciate your interest. Please let us know if there are any topics you enjoyed reading about in “Musings” and we’ll try to start a discussion about them here. Thanks for coming to both sites!
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February 3, 2011 at 10:47 pm ET - deedoyle
Educating the general public via TV shows is excellent. The use of humor is also a great way to assist in the medical learning curve.
Dr. Neil Shulman, Associate Professor in the Department of Medicine at Emory University’s School of Medicine began his career in hypertension, and moved to educating consumers patients, students, and doctors in the area of medical literacy.
Dr. Shulman will be speaking at the One Path Summit in Atlanta, GA, March 26-27.
For more information go to http://www.onepathsummit.com.
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February 13, 2011 at 10:03 pm ET - will brennan
Curt,
Thanks for answering my question about the whereabouts of “Health Marketing Musings.” I appreciate it.
will brennan
http:www.marketing-tools.co
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February 14, 2011 at 10:34 am ET - Curt Shannon
@ Will: Glad to help – come back and visit us too!
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February 14, 2011 at 7:36 pm ET - Sataris
Ingenius method of getting information out to the public.
I’ll be slightly curious if the CDC has had any involvement in other TV shows I’ve seen
Aris
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February 21, 2011 at 5:46 am ET - raul mitva
The CDC’s Hollywood, Health and Society program can do more with one episode of one daytime drama than the rest of us can do with a stack of posters, brochures and PSAs.
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April 1, 2011 at 6:55 am ET - espejo
agree with Nedra’s vision of a future transmedia based health promotion strategy, but in the meantime want to mention our work in radio drama to reach those who have not necessarily entered the cyber world. We have found that we reach many minority communities with radio and that these dramas accomplish the things that EE is meant to accomplish. One of our most reliable findings in evaluating these programs is that people increase the frequency with which they talk about the issues to friends and family – surely a start to changing norms!
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April 15, 2011 at 6:01 pm ET - find out about limewire
Good blog with some useful information. I will be back.
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April 18, 2011 at 6:41 am ET - Andrew G.
Were CDC scientists involved in creating House MD drama? I thiis one had a very strong impact on the way people see medicine and diseases.
Second, looks like half of the world is crazy about plastic and body sculpturing surgeries today. I cannot recollect any movie that featured the procedure and uncovered all of its risks, and they a numerous:
http://www.liposuction.com/safety/rare_severe.php
http://www.alternativestoliposuction.com/liposuction-risks.html
And I believe these are not all that should be mentioned. My sister wants a lipo surgery and I can’t talk her out of this, and she is a TV addict. A storyline warning about the dangers of such surgeries is probably what many people need.
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May 3, 2011 at 11:18 pm ET - הדפסת תמונה על קנבס
I got what you intend,bookmarked, very nice web site.
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May 23, 2011 at 5:05 pm ET - Katie
This post is very interesting and relevant to all American’s. As a nursing student I find it very difficult to watch “medical” television shows. I do not have very much experience at this point, but can find inconsistencies and get frustrated at how the hospitals, and staff are being portrayed. While most of us realize that television is not “real life” many people look to these shows and believe them to be accurate and true, and this is just not the case. It worries me that people get their medical information from inaccurate television series. It is good to know that doctors and people in the medical field are being asked to participate in the planning of a show and can help to create a more accurate picture (at least to an extent) of the situations that people will see.
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May 28, 2011 at 11:28 am ET - Doreen
Since so many people, “believe” what they see and hear on television, it is good to know that some medical shows are consulting “real life” medical personal. I have seen in the past where serious condition were portrayed as nothing to worry about and minimized the symptoms. I hate to think if an individual with a similar condition took the advice of the television doctor/nurse and dismissed their symptoms. Now with medical shows portraying true signs and symptoms and treatment options, perhaps that one person who would normally ignore their condition will seek out medical help.
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June 6, 2011 at 11:44 pm ET - Chelsey
Today’s society seems to thrive off of the entertainment and electronic world, so I find this post to be very interesting and relevant! Many people are glued to the internet, Facebook, their phones, and the television/movie industry – I think the use of Electronic Entertainment is a great idea if used appropriately. I have always been a supporter of Public Service Announcements and believe it is a great tool to spread valuable health information to the public. As a nursing student, and a health care worker, I often find it difficult to watch television programs that take place in the hospital settings. My issue with most hospital related tv shows is the inaccuracy portrayed through such entertainment. If society could be offered a more accurate picture of the hospital environment, along with truthful and valuable information regarding one’s health, then I feel that health prevention and promotion could be carried out and have a positive impact on others. I personally use many of the Electronic Entertainment applications on my phone and iPod that relate to health issues. Many of these apps are available to the public and provide valuable and accurate health information from prevention to treatment information. I strongly believe that people should rely mainly on their primary health care provider, however I do not see why it is a bad idea for the health care industry to tap into the social media network to advocate good health for others.
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June 7, 2011 at 10:55 pm ET - Courtney
I absolutely love the idea of educating people through entertainment. As a Madonna University Nursing student, and future nurse, new innovative ways to increase a patient’s health education area always intriguing. With the continued increase in the nation’s mean hours of watching television, educating viewers about health in this way could have a huge impact. Not to mention they most likely would not even realize it were occurring; it’s like a health education “sneak attack” and I love that! I have learned in my experience that patients will only learn in ways that they find fun and interesting, and what isn’t more fun and interesting than TV for most people?
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June 13, 2011 at 9:01 am ET - Dukan
Education through entertainment is a really good idea!
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August 5, 2011 at 9:25 pm ET - Melina Vandekamp
very helpful post, cheers!
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April 2, 2012 at 12:18 pm ET - tvsexe
TV Sexe From Army Wives on the Lifetime Network. We welcome your comments and suggestions. Using entertainment is the key to raising the attention of youth and helps get the message across. Please let us know what you think. We have found that we reach many minority communities with radio and that these dramas accomplish the things that EE is meant to accomplish. The use of humor is also a great way to assist in the medical learning curve. A storyline warning about the dangers of such surgeries is probably what many people need. It worries me that people get their medical information from inaccurate television series. I have seen in the past where serious condition were portrayed as nothing to worry about and minimized the symptoms. I have always been a supporter of Public Service Announcements and believe it is a great tool to spread valuable health information to the public. My issue with most hospital related tv shows is the inaccuracy portrayed through such entertainment. I personally use many of the Electronic Entertainment applications on my phone and iPod that relate to health issues. Many of these apps are available to the public and provide valuable and accurate health information from prevention to treatment information. This is a moderated blog and your comments will be reviewed before they are posted.
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July 20, 2012 at 12:31 am ET - Aubrey
It’s an interesting concept to have entertainment do more education but it totally makes sense. If people are going to stare at the TV screen for hours upon hours, we might as well provide accurate info.
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