Ivan Zamorano

Acupunture Treatment

Sight Visit: University of Florida Center for Arts & Medicine

Sight Visit: University of Florida Center for Arts & Medicine

(soft rock music) – And what we’re seeing in public health is a beginning of a move
in the United States towards what’s being termed as the fifth wave of public health. And the fifth wave of public health really has more emphasis on culture at the bottom of the list, some people are calling it the
culture, the fifth wave, the culture of health, Robert Wood Johnson Foundation has been doing really, really important work
across the past decade, on defining this idea
of a culture of health. Even though, even if we
have all these things, culture impacts our behaviors individually and collectively,
very significantly. I might know that eating fried chicken is, fried foods is not the best thing for me. I’m relatively intelligent, I have that information, it’s widely known, but I live here in the
South and the Blue Gill just rocks the fried chicken, right? And we eat fried chicken, I get together with people and that,
so decisions aren’t just about what we know and
what we think, right? They’re motivated by culture, collectively and individually. – So for those of you that work in an academic setting, I’m just aware that you read and write
a lot of academic papers that are published in
peer-reviewed journals and that’s an important part of being an academic, but I don’t know about you, but they’re not always the most interesting to read and they’re also not always the most moving things to read, they also have a very narrow audience. And so there’s a lot of
work that’s being done now, looking at different ways of disseminating research findings using the arts. I can talk about that for a long time, but I’m not going to,
I’m going to give you one example and I picked this example because we have some people with us who have connections to Puerto Rico, so I thought it was a good one. This is a graphic novel that was just published, like a week ago by a researcher, Dr. Gemma Sou from the University of Manchester and it’s about Hurricane
Maria in Puerto Rico. And she went in and did ethnographic, social science research with communities about their experience
during Hurricane Maria. – So, at it’s core, at
the definition level, health communication is
communication strategies that are focused on making evidence, so making things we know interpretable, persuasive and actionable. This is kind of the norm, or has been the norm in health communication, right, we expect to get a brochure when we go to the doctor’s office
or the health department and this is kind of a low-hanging fruit in health communication,
so what do you think the comprehension is of
these sorts of materials? – [Audience Member] Seven.
– [Lecturer] Seven percent… You guys are radical pessimists. (audience laughing) This accounts for the
people who actually read it. So how many of us actually
read these brochures? Now you’re right, seven, 25, right? But what is beginning to happen in really exciting ways
is some cross-sectional collaboration between the
arts and public health and as I say that, I want to acknowledge that this is not new, right,
these ideas are not new. Throughout our human history, the arts have been used as a form of communication, we started with our
theoretical foundations last week, looking at the ways the arts are used to reach people,
to influence people, to influence behaviors,
right, Percy Shelby again, poets are the unacknowledged legislators of our time, because the arts are powerful means of communication
and I’m very excited to see examples of this, not only, again, there’s never been an absence of these intersections, but it’s
that in the United States we’re just beginning to recognize like we did recognize 30 years ago, we began to recognize that the arts have a place in healthcare, today that’s beginning to
happen in public health and I’ll talk more about what’s happening in that space, but I want to give you a really awesome example, so who knew someone, someone rumbled
when I said East Los High. Do you know this show? – [Audience Member] Yeah,
I mean I have a Hulu subscription and there used to be advertisements for it all the time. (audience laughing) – It’s a great show. So East Los High is a telenovela, it’s a television drama, seven seasons on Hulu, millions of
people have watched it, super popular and it was a partnership between arts, television
producers, artists and public health professionals. Wise Entertainment, who produces the show, half of their staff are
public health experts. So it’s a really gorgeous collaboration. So first, the analytics, 55% of viewers watched the entire series more than once, 87% viewed the trans-media extensions, the blogs and vlogs and all those things. That’s a lot, right, that is a different way of viewing television. This part is super cool, over 30,000, almost 31,000 Planned Parenthood visits were scheduled through
the programs website. (audience exclaiming) 52% of those were new visits, so people are watching the show and
making their appointment, they are changing their lives right there while they’re watching the show. So the partnership with public health, again, is key and central. It’s a great show,
clearly, five-star ratings among those surveyed, high
level of identification with characters, a lot of the narrative that came around like this is, I’ve never seen someone who looks like me on a television show,
starring in a television show, this is my neighborhood,
these are my people, so that level of individual and cultural identification was very, very high. 86% said they were likely to adopt emergency contraception, 93% said they would recommend it to others. Again, very high intent
for behavior change. 98% said they were likely to use condoms correctly, right, learning and intention. 91% said they’re likely to use them every time they have sex, so these are really significant impacts. But I’m now gonna show you what happened in Liberia and wanna preface this by saying we take zero credit for it. Our work didn’t influence this at all. So this is what happened in Liberia on it’s own and then I’ll tell you what our work did do, how
it did come into this space. So, in Liberia, as I mentioned, people really felt that this was a government conspiracy and so they weren’t interested in listening to those health providers, so this guy, Shadow and his musical partner D12, who live in Freetown in Liberia happened to be in the
United States, touring. Right then, in the beginning of May, when I got back and was
yelling at my radio, and literally that, one
of those same weeks, they were feeling the same thing. They were frustrated that people weren’t listening to health officials and that there was no relief and
it was just skyrocketing. At that time, as a matter of fact, the projections were that if that curve didn’t change, by January there would be over 2,000,000 cases,
so we were freaking out, as a world, right, around Ebola. So Shadow and D12, that
night, after dinner, hunkered down with their
little audio recorder, at home and they write a song called “Ebola’s in Town”.
(laughing) And they email it that
night to their DJ friends and dancehall DJ and radio DJ friends and within a week, it
tops the charts in Liberia and everybody’s listening to this song. So, what happened from that is that UNICEF, the World Health Organization, these agencies that were working on behalf of Ebola noticed that this song was playing everywhere and they’re like “Hey, this is a vehicle
for communication”. The next, the second
song that hit the charts was called “Ebola is Real” to counter the conspiracy theory and again there’s a solidarity between artists and us, citizens, that’s different than citizens and public
health officials, right? So right away, the
solidarity of communication helps, these are trusted people who are saying these things and when you partner, like Wise Entertainment does, public heath professionals and artists, what you can get is a mechanism for communication that
can be very powerful. So I want to wrap up by just giving you a little bit of information about this national initiative that
you’ve heard a bit about. So, as I mentioned, the time has seemed to be right for the arts, public health and community development
to come together, so we’re leading this national initiative in partnership with, and with funding from ArtPlace America and it’s all about building up the intersections of arts and public health and
community development in the context of place, understanding the significance of place in relation to health, culture and the arts. Thanks to our guests for joining us today. (clapping) (soft rock music)

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