Making the Business Case for Prevention through Video

Background:  FHI 360 assisted the Centers for Disease Control and Prevention’s Division of Community Health (DCH) in producing a series of business-case videos that demonstrates achievable community health changes and encourages local action nationwide. The videos focus on how improving public health not only aids the larger community, but also benefits businesses by generating profits; enhancing the health of the community from which they hire which, ideally, will attract new businesses; augmenting relationships with the community; and expanding the customer base. These videos will serve as resources for the state and local government agencies, tribes and territories, nonprofit organizations, and communities across the country that DCH helps to develop and implement initiatives designed to prevent and reduce chronic disease. By profiling the successes of a corner store grocer, the owner of a regional grocery store chain, and a real estate developer and property manager of multiunit housing developments, the videos seek to help bridge the health equity gap by spurring multisectoral support for the creation of healthier options (such as corner stores that stock fresh produce and other healthy options and/or smoke-free multiunit housing) for vulnerable populations. The inaugural three videos in the series were shot in Louisville, KY; Parkersburg, WV; and Boston, MA. Target audiences include business owners and other leaders who may affect positive community change. Objectives of these videos are to:

• Demonstrate that improved public health can benefit individuals and be profitable for businesses, creating a win-win scenario for all.
• Inspire action and motivate change in communities by illustrating what can be accomplished.
• Build support for community health among community leaders, partners, potential partners, and the public.
• Support the sustainability efforts of community health initiatives.

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Evaluation Methods and Results:  Distribution of these videos has begun through Web sites, social media channels, and partner outreach. To evaluate dissemination efforts, we will use process measures, including Web metrics, social media activity, and views from online video sharing sites. We expect to share results by August 2014. Results from testing the videos with the business audience and awardees also will be presented. 

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Implications for research and/or practice:  The videos—available at the links below—provide public health practitioners and others with tools to demonstrate the success of these initiatives for both communities and businesses. Demonstrating to the business audience that healthy changes can both be profitable and impact their future success is critical to developing and sustaining community health efforts designed to reach vulnerable populations in areas in high-need areas. Additional business-case videos are in development and focus on African American and Hispanic communities, including a Spanish-language video.  Making the Business Case for Prevention: Healthy Corner Stores: https://www.youtube.com/watch?v=G_VkvizRZyg  Making the Business Case for Prevention: A Grocery Store’s Healthy Options: https://www.youtube.com/watch?v=RlQQx-eklZU  Making the Business Case for Prevention: Smoke-free Multiunit Housing: https://www.youtube.com/watch?v=mccUB7FeM-E