Dr. Daniela Friedman’s communication class promotes

Environmental and Public Health Awareness

A team of Arnold School of Public Health graduate students mounted a communications effort in April to promote recycling and raise the public health awareness of Columbia residents and the USC community.

Students, being mentored by Dr. Daniela Friedman, an assistant professor in the Department of Health Promotion, Education, and Behavior, kicked off their activities on April 1. This was one of 19 similar efforts across the U.S. sanctioned and financially supported by the Association of Schools of Public Health (ASPH).

The This is Public Health Campaign challenge asked students at ASPH member schools across the country to develop communications campaigns that help raise awareness about the effect of public health in our everyday lives.

The Role of Public Health in Promoting a Healthy Environment is the name of the USC program.

The USC graduate student team, enrolled in Friedman’s Applied Health Communication course, consisted of Leanne Bailey, Nancy Chase, Gregory Dominick, Ella Ashley Fleming, Diana Marquez, Stacy Smallwood, Manju Tanwar, Amy Trepal, and Helene Vilme. Together they developed the concept and co-wrote the application.

Community and USC partners on this project are the South Carolina Public Health Association, the South Carolina Public Health Consortium, Healthy Carolina, and the Southeast Branch of the Richland County Public Library.

The ASPH approved a $2000 budget for the campaign to pay for reusable grocery/ book bags, recycling bins, multi-media advertisements, draw prizes for students and community members, and other materials which featured the This is Public Health logo.

In their application to the ASPH, the students noted that the quantity of waste and pollution is extremely high in South Carolina. According to the South Carolina Department of Health and Environmental Control, 3.2 million tons of solid wastes were placed in landfills in 2006 while 1.5 million tons were recycled.

The students launched the campaign at the South Carolina Public Health Association’s (SCPHA) Public Health Month Kick-Off at the State Museum.

They mingled with attendees, talked about the importance of recycling, and distributed recycling bins featuring This is Public Health stickers along with materials from DHEC and other sources. Through surveys, attendees were asked about their recycling habits and knowledge/ awareness about the connection between the environment and public health. They also were sent follow-up surveys to determine their knowledge and behaviors (e.g., recycling, reusing bags) after the Kick-Off and National Public Health Month.

National Public Health Week, April 7-13, was the occasion for a similar promotion at the Richland County Public Library, Southeast Branch. During the week, a large display table featuring the This is Public Health logo, stickers, postcards, and posters were set up in the Russell House. Additional recycling bins and promotional efforts took place in Arnold School buildings.

Local commercial and USC media carried the This is Public Health message, beginning a week prior and continuing during National Public Health Week. Media outlets included local TV stations, the USC and Arnold School websites, USC residence television, the Gamecock student
newspaper, SCPHA newsletter, and student, faculty, and staff e-mail list-serves.

Friedman said this was a fantastic opportunity for students to apply their health
communication coursework to development and implementation of an actual campaign.
“As evident from their strong campaign proposal, the USC student
team was enthusiastic and well prepared to
spread the message about the ubiquitous
nature of public health in our daily lives.“

The students’ campaign was based
on a five-stage model of campaign
development that stresses strategic
planning, message promotion, community
engagement, community education, and
partnership development.