2017 Communications Student Award
The Sheela Basrur Centre Communications Student Award provides students from public health and/or communication disciplines an opportunity to demonstrate their knowledge and creativity by developing communications strategies on critical public health issues.
For our latest competition,
in conjunction with The Ontario Public Health Convention (TOPHC) 2017, we are
asking students to develop an emergency/crisis communications strategy for use
during an environmental disaster. The strategy will be presented in poster
format for display at TOPHC 2017 on March 29.
This focus on climate change and public health
emergencies, will also be explored in this year’s Sheela Basrur Lecture presented
at TOPHC : Wildfire at Fort McMurray, Alberta: Local action
through leadership, communication, and collaboration.
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Communicating during a crisis
When an emergency occurs, the need to
communicate is immediate. Rapidly evolving events require timely communication. Health messages
communicated under uncertainty about the magnitude and exact nature of the
risks. Poorly handled communications can create or exacerbate the understanding
of risks. Many different audiences must be reached with information specific to
their interests and needs.
A state of emergency
A
powerful tornado (F3 category) hits the small rural town of Westfall located in
Ontario. Westfall has a population of 7,500 and includes a Chippewa First Nations
community. Many of the residents work in local and neighbouring farms. The
latest news reports indicate that the tornado’s path was approximately 26km and
damages are estimated in the millions.
Environment Canada did not issue a
severe weather alert prior to the tornado touching down on Westfall. The only
message issued by Environment Canada that day was for a thunderstorm warning. Given
the rapidly changing weather conditions within the surrounding regions,
meteorologists were only able to issue a tornado warning ten minutes prior to
its arrival, leaving limited time for residents to prepare for this emergency.
Several
farms and homes have been damaged and destroyed, the roof of the local gas
station was ripped off, trees have been over-turned causing hydro lines to go
down, leaving approximately 3000 customers without power. Hydro employees are
working around the clock trying to repair the damaged hydro lines, but given
the amount of work involved, it is very likely that power may not be restored
for three or four days.
There are no known deaths, however four individuals were
injured as a result of the tornado and one is in critical condition at the
local hospital, having sustained injuries while working outdoors at his place
of employment.
The town’s mayor is declaring a state of emergency but is providing
few details to residents on what to do in the aftermath of the tornado.
Communication to residents has been frayed, as there have been challenges around
getting messages out and received by the public primarily due to power outages.
The challenge: creating an emergency
communications strategy
We’re asking students to create a
multifaceted emergency/crisis communications strategy for this environmental
public health scenario. Taking the perspective
of the local public health unit, you will need to devise a plan to navigate
Westfall through this disaster.
Strategies should not only address public health issues but also tackle
potential communications challenges, given the various stakeholders involved in
this scenario. The winning strategy will be displayed
in poster format for presentation at TOPHC 2017.
Eligibility:
- This award is
available to graduate or undergraduate students currently enrolled in a public
health and/or communications program at an Ontario university or college
(communications programs may include media studies, journalism, public
relations and marketing).
- Students are
eligible to receive this award only once for the duration of their academic
program.
- Applications
will also be accepted from groups of students choosing to submit their
communications strategy/campaign jointly. If students choose to collaborate,
the award value will remain the same.
Award:
There will be one prize of $500 (CDN)
awarded.
The Sheela Basrur Centre would like to thank and acknowledge the Sherwin family for their generous contribution towards this award.