1. Using social networks in the
prevention of childhood obesity
Romina Cialdella
Communication Specialist at PAHO/WHO
eHealth workshop at the
Pan American Conference on Obesity, with
special attention on childhood obesity
Aruba - June 14, 2012

2. What we already know about #Obesity
Trends in childhood obesity
keep going up
Rates have doubled or even
tripled in most countries over
the past 30 years
Obesity is a factor of a larger
issue: the NCDs epidemic

3. The Challenge
• Tackling this epidemic demands a multisectoral
approach… in other words, we need everybody’s help!
• Increasing the need to:
– Educate the public and share health information;
– Reach and engage large and diverse audiences;
– Strengthen support networks;
– Mobilize key social actors;
– Exchange knowledge and promote technical cooperation;
– and much more

4. eHealth can help
What is eHealth??
The use of information and communication
technologies (ICTs) in support of health

5. Information and Communication
Technologies (ICTs)

6. Information and Communication
Technologies (ICTs) at PAHO/WHO

7. eHealth
eHealth Strategy and Plan of Action
for the Americas
Objective 4.3: Facilitate the dissemination,
communication, and widespread distribution of health
information, with emphasis on emergencies, through
social networks.

8. Social Networks: #DidYouKnow?
Facebook connects 341Million+
people in the Americas
Twitter connects 114M+ in the
world, 24M+ in the Region
841 million on Facebook worldwide
*Data from SocialBakers.com

9. Social Networks: #DidYouKnow?
Medscape connects more than
100,000 health practitioners
PatientsLikeMe connects 100,000+ members.
Finding and connecting with patients like them, members
share information and personal experiences, gain social
support, learn first-hand about ways to cope & manage.

10. Where do we start? Set objectives
• Through the use of social
networks…
– Educate the public and
share health information;
– Reach and engage large
and diverse audiences;
– Strengthen support
networks;
– Mobilize key social actors;

11. Where do we start: Research
• To make the information go viral …
– Build a network of key actors in the virtual realm
– Who is on your side, who can help you?
• Online Community Influencers:
– Who is contributing most to the conversations?
– Which social networks are they using?
– What are they saying?
– What is their influence? Do they have a strong
following and/or readership? Are others helping
distribute their content?

12. Where do we start with:
Twitter is an online social
networking service that
enables its users to send
and read text-based posts
of up to 140 characters.

13. Where do we start with:
Building a Network: Who to Follow? Just a few examples
• Ministries of health • Campaigns
• News Media • Partners/Donors
• Public Figures • Experts

14. Where do we start with:

15. Where do we start with:
Lists and Directories
• Wefollow.com
• Followerwonk.com
• Twellow.com
• Listorious.com
• Symplur.com
• And many more…
Example of a listing in a directory:

16. Where do we start with:
Engage: Why? How?
• To build a relationships with 1. Follow them
opinion leaders, experts, 2. RT (retweet)
social actors, etc 3. @Reply
4. DM (direct message)
• Team up so they can
disseminate health 5. Email, face-to-face social
information (RT) and help you networking
reach larger audiences
• Get their feedback, exchange
knowledge, share experiences

17. Some examples from PAHO:

18. Some examples from PAHO:

19. Some examples from PAHO:

20. Where do we start with:

21. Where do we start with:

22. Who do we want to reach?
• In the case of PAHO:
– Patients and Caregivers
– Health professionals
– Partnering organizations
and institutions
– Academia
– Social actors
– and many more…

23. Who do we want to reach?
• Patients
– ¼ of Americans diagnosed with chronic illnesses
use the Internet to find people with similar health
concerns*
– They go online to share their experiences with
others, learn more about their illness and
exchange health information, seek advice to cope
with difficulties, and find support groups
* According to a Pew research study

24. Who do we want to reach?
• Caregivers
– 88% of caregivers who have access to the Internet
look for health information online*
• Social Actors
– Of the people using the Internet, 80% of them
participate in voluntary groups or organization, and
are more likely than others to be politically involved
and civically engaged
– They can help to make a change and influence others
to join the fight
*According to a Pew Research study

25. Now let´s begin to share:
• Messages should be:
– Clear, Concise, Concrete
– Plain language
– Active Voice
– Relevant, useful,
interesting
– Action oriented
– Friendly, engaging tone
– Call for attention
– Tie messages to specific
products or services

26. Now let´s begin to share:
Audio/Visual Materials
Tied to product
Call to Action to social actors

27. Now let´s begin to share:

28. Don´t forget to listen
• Social Networks provide the
opportunity to listen to the
citizens and allow them to
participate individually and
collectively in the planning
and implementation of their
healthcare (Alma-Ata)
• Social networks allow for
two-way communication and
improved interaction through
innovative technologies

29. eHealth PAHO Portal
• To learn more about eHealth projects in the Region,
visit the eHealth portal at:
– http://www.paho.org/ICT4Health
• You will find:
– eHealth Strategy and Plan of Action for the Americas
– Resources and important documentation
– News, interviews with experts in the Region

30. The use of social networks
in the prevention of childhood obesity
Romina Cialdella
eHealth Communication Specialist
Pan American Health Organization/WHO
Cialdelr@paho.org @RominaCialdella