La Noire_PUBR 4841_Research report
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Assignment #3: Individual Research Report
PUBR 4841-001: Strategic Communication Planning
Desirée La Noire Crystal Chokshi November 3, 2023
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Introduction
In Calgary, Ascend Harm Reduction stands as a prevalent non-profit organization, dedicated to providing essential harm reduction information. Their services include providing audiences with critical information on substance use and their interactions, safe sex practices, enthusiastic consent, the safe and effective use of naloxone, and hearing loss and its prevention in music and bar environements. Ascend acts as the cornerstone of support for individuals seeking guidance and education in these areas. However, they are currently facing a pressing need for increase community awareness, as well as enhanced funding to sustain and expand their services. As Alberta continues to haveo one of the highest opioid use rates across the country (Milaney & Zaretsky et. al., 2021), the need for adequate harm reduction services becomes evident. Ascend Harm Reduction, along with other harm reduction information providers face a crucial need for awareness and support. Exploring how other organizations with similar missions
expanded their reach, will hold significant importance for Ascend Harm Reduction’s current need for increased community support and funding. Answering this essential research question is
important because it will provide Ascend Harm Reduction with valuable insights on effective strategies, resource allocation, and risk mitigation based on the successful expansion experiences
of similar organizations, ultimately helping them to secure more community support and funding.
Method In order to investigate the sustainability and expansion prospects of Ascend Harm Reduction, I have adopted a multi-faceted approach encompassing case studies through secondary research, and interviews with similar organizations. These methods were carefully
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selected to provide a comprehensive and intuitive analysis of Ascend Harm Reduction’s current situation and leverage potential areas of growth. The selected research methods well-suited to address the research question for several compelling reasons. Firstly, case studies offer the opportunity to explore Ascend’s operational environment and the challenges it faces as a harm reduction provider. Conducting interviews with parallel organizations enable a comparative analysis that highlight commonalities and distinctions, while capturing real-life experiences in the harm reduction industry. This enhances the insights and practical knowledge surrounding community support and funding matters in the harm reduction realm. Both these selected research methods will encompass qualitative and quantitative data. Both methods combined will benefit this analysis with insights and recommendations that can be directly applied with supporting practical experiences from likeminded organizations, rendering it ideal for the distinctive needs and objectives of Ascend Harm Reduction. Case Study The case study chosen to explore the research question was “Campaign for Real Beauty”
a case study which surrounds UniLever, a company whom revolutionized the selling of Dove soap by redefining their situation which was lack of sales and lack of education on beauty soap (Smith, 2021, p.99). This campaign, initiated by UniLever to restore the sales of Dove soap provided a relevant example for Ascend Harm Reduction. It demonstrated how addressing existing challenges and changing the approach by providing education can grant success in expanding outreach. UniLever’s initiative of featuring ordinary women in a beauty campaign along with educating their customers on their products (Smith, 2021, p.99), presented a compelling example
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of for Ascend. The case study suggested reevaluating outreach strategy and providing digestible education on products will enhance the appeal to the community, while securing support and funding. The campaign also underscored the power of social media engagement which generated
widespread awareness; with this knowledge, Ascend can leverage its’ social media presence to increase community engagement. By incorporating the lessons learned from “Campaign for Real
Beauty”, Ascend can make informed decisions and enrich its approach to extend its reach and fufill its mission. Interview
To learn more about the educational practices surrounding harm reduction, an interview with the Calgary Harm Reduction Centre (CHRC) was conducted. In the interview, CHRC shared insights into their strategies for expanding awareness and securing funding from community support. Their approach involved community engagement through educational events and workshops, which tackle the challenges of stigma through humanizing language and advocacy efforts (Calgary Harm Reduction Centre, n.d.). In addition, CHRC likes to host various
events in partnership with reputable organizations such as AHS (Alberta Health Services), in order to increase public attention and attract other sources of possible funding (Calgary Harm Reduction Centre, n.d.). CHRC’s methods directly align with the barriers and goals faced by Ascend Harm Reduction. Learning from their approaches will equip Ascend with insights and strategies to navigate the expansion of awareness and increase funding and community support. Findings The selected research approaches, encompass both secondary research along with primary research with a likeminded organization. These findings hold significance in the context of responding to the research question and addressing Ascend’s critical requirements to amplify awareness and acquire necessary support and funding.
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In the context of Ascend’s goals, the case study surrounding the “Campaign for Real Beauty” by UniLever was an instructive example. This case study showcased the importance of restructuring approach and providing educational initiatives to enhance outreach and secure support and funding. UniLever’s campaign, which emphasized the use educational and relatable components in their campaign, provided a tangible model for Ascend to reevaluate their outreach
strategy. It highlighted the significance that educational initiatives have in enhancing community
appeal while simultaneously securing support. Additionaly, the interview with Calgary Harm Reduction Centre (CHRC) provided practical strategies for Ascend. CHRC’s approach was primarily focused on educational events aimed at tackling stigma regarding harm reduction These Cofindings directly resonate with Ascend’s need to combat barriers to expansion including the stigma associated with harm reduction. The findings from the interview revealed that their methods of community engagement, debunking stereotypes, and fostering intimate community relationships can serve as
a valuable blueprint for Ascend as they navigate through stigma and awareness expansion. The article Stigmatizing Harm Reduction Through Language echoes the overarching issues of stigma and stereotypes found within the realm on harm reduction. The number of vulnerable individuals who are in need harm reduction information continue to be stigmitized daily in Canada (Milaney & Zaretsky et. al., 2021). Stigma remains a significant barrier for individuals experiencing drug addictions, this stigma stems from the dehumanizing potryals and labels attached to this group (Cortina, 2013). Understanding how harm reduction discourse terms
such as “addict” (Cortina, 2013), continue to perpetuate stigma is paramount. Ascend must actively adress these societal challenges in order to effectively expand their reach. Implications
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The implications of the research findings are significant. Ascend should consider reevaluating its approach to expand awareness and secure funding and support, drawing inspiration from the “Campaign for Real Beauty” case study to make its efforts more relatable through education and engagement. The insights shared by the Calgary Harm Reduction Centre (CHRC) emphasized the importance of community engagement, educational events, and advocacy against stigma. Adressing the issue of stigma should be a focal point in Ascend’s communication strategy. Additionally, the research findings stress the value of strong social media presence in increasing awareness. Ascend should formulate a comprehensive communications plan that incorporates rebranding efforts, community outreach, and stigma advocacy which will enable the organization to expand awareness, secure funding, and foster community support while addressing the challenges presented in the harm reduction industry. This research will inform the team’s communication strategy plan which based on the research findings must include more inviting rebranding and messaging strategies, stronger community engagement through events, language and stigma mitigation through informative campaign strategies, and a robust social media strategy to increase awareness and community engagement. By following these strategies Ascend Harm Reduction will effectively support their
goal of increased awareness, while assisting the vulnerable individuals in need of harm reduction
assistance.
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References Milaney, K., Passi, J., Zaretsky, L. et al.
Drug use, homelessness and health: responding to the
opioid overdose crisis with housing and harm reduction services. Harm Reduct J
18, 92
(2021).
https://doi.org/10.1186/s12954-021-00539-8
Cortina, Sandra C. Stigmatizing Harm Reduction Through Language: A Case Study Into the Use
of “Addict” and Opposition to Supervised Injection Sites in Canada. Journal of
Addictions Nursing 24(2) (2013).
https://journals.lww.com/jan/abstract/2013/04000/stigmatizing_harm_reduction_through language__a.6.aspx
Calgary Harm Reduction Centre. (n.d.). Calgary Harm Reduction Centre.
https://www.calgaryharmreduction.com/
Smith, R. (2021). Strategic Planning or Public Relations. (Sixth Edition). Taylor and Francis.