Building Health Communications Program Evaluations from the Ground Up

Abstract Information: This is the story of two siblings, two health communications programs borne out of the COVID-19 public health emergency. During the pandemic, the Minnesota Department of Health prioritized sharing accurate and timely information with Minnesotans to stay healthy and safe. As part of the response, MDH created the COVID-19 Cultural, Faith, and Disabilities Communities (CFD) Branch to reduce the disproportionate impact of COVID-19 on the state’s African American, American Indian, Asian American and Pacific Islander, Latine, and LGBTQ+ communities, as well as immigrants and refugees, people living with disabilities, and seasonal and agricultural workers. MDH recognized the important role of language and culture in communications. It worked with partners to adapt information and messaging to ensure that they reach diverse communities, and this means being culturally and linguistically appropriate and resonant. An important lesson learned during COVID-19 was that this work must be sustained, starting with building the infrastructure. The Cultural Communications Team was formally integrated into MDH’s Communications Office in 2022. Around the same time, a new Health Equity Bureau was being created at MDH, and in 2023, a Communications team became part of the bureau’s Health Equity Strategy and Innovation Division. With both communications programs emanating from the CFD Branch experience, where another lesson learned was that evaluation must be done early and continuously, staff started with a blank slate and are currently involved in the evaluation design process. This session will compare and contrast the two evaluations, acknowledge the growing pains as they implement their evaluations, and include reflections from staff regarding this brand new experience.