Jay Winsten is an associate dean at the Harvard School of Public Health and the Director of the School's Frank Stanton Center for Health Communication.[1] He is best known for his work in social marketing, spearheading high-profile national social campaigns on designated driving, youth violence, and youth mentoring. He also serves as Senior Communications Advisor to the United Nations Special Envoy for Malaria.
Trained as a molecular biologist, Winsten served as co-editor of the three-volume work, Origins of Human Cancer with Nobel laureate James Watson and Howard Hiatt, dean of the Harvard School of Public Health. Winsten's 1985 study, Science and the Media: The Boundaries of Truth,[2] was praised by the Columbia Journalism Review as a "landmark study on the relationship between science and the press."[3]
As founding director of the Center for Health Communication, Winsten was the driving force behind the Harvard Alcohol Project, which introduced and popularized the social concept of the designated driver in the United States in the late 1980s, and is credited for contributing to lower rates of driving under the influence.[4] The Harvard Alcohol Project solicited involvement from the broadcasting industry to spread the concept not only through public service announcements and news coverage, but through the inclusion of designated driving themes and references in popular television programs.[5] The campaign is considered the first successful effort to mobilize the Hollywood creative community on a large scale to promote health messages, having facilitated use of the campaign theme in more than 160 prime time shows during the 1988-1992 television seasons.[6][7] Sparking a national movement, with endorsements by renowned leaders in a broad range of professional fields,[8] the strategy pioneered by the campaign[9] was later emulated by other interest groups.[4][10]
Youth violence
Following the success of the Harvard Alcohol Project, Winsten and colleagues used the same approach in a second social marketing initiative, The "Squash It!" Campaign to Prevent Youth Violence, launched in 1994. "Squash It!" centered around the use of the "squash it" phrase and an associated hand gesture to promote a social norm of walking away from potentially violent confrontations by framing it as "cool" and smart, rather than cowardly. The "Squash It!" meme was incorporated in a wide variety of television programs, films, and rap songs.[11] The "squash" gesture, based on the time-out signal in sports, is performed by bringing the palm of a flat hand down onto a vertical clenched fist, forming a stylized "T".[12] Though not considered as successful as the designated driver campaign,[11][13] based on a national survey of junior and senior high school students, "Squash It!" was found to be particularly influential with African-Americans,[12] its primary target group.[14]
Youth mentoring
Winsten headed a communications task force which helped to plan the 1997 Presidents' Summit on America's Future in Philadelphia, chaired by General Colin Powell. As an outgrowth of the Summit, Winsten and colleagues began to shift focus to youth mentoring with the launch of the Harvard Mentoring Project,[14] organizing a year-round national media campaign from 1998 to 2001 with support from the major broadcast television networks.[15] In 2002, the campaign developed into National Mentoring Month, a focused campaign held each January to recruit volunteer mentors for at-risk youth.[16] National Mentoring Month won the support of three successive U.S. presidents, Bill Clinton, George W. Bush, and Barack Obama, helping to establish mentoring as an important national priority.[15][17]
^"Science and the Media: The Boundaries of Truth".
^Cooper, Gloria (1985). Columbia Journalism Review. 24 (Jul./Aug): 64–65. {{cite journal}}: Missing or empty |title= (help)
^ abRosenzweig, Jane (2002-11-30). "Can TV Improve Us?". The American Prospect. Retrieved 2008-08-17.
^Stevenson, Richard W. (1990-05-27). "TELEVISION; …And Now a Message From an Advocacy Group". The New York Times. Retrieved 2008-08-19.
^Winsten, Jay A. (2000). "The Harvard Alcohol Project: Promoting the "Designated Driver"". In Suman, Michael; Rossman, Gabriel (eds.). Advocacy Groups and the Entertainment Industry. Westport, CT: Praeger Publishers. pp. 3–8. ISBN978-0-275-96885-4.
^Program for the Study of Media and Health (2004). (PDF). Entertainment Education and Health in the United States. Kaiser Family Foundation (published 2004-04-15): 2. Archived from the original (PDF) on 2009-03-01. {{cite journal}}: Cite journal requires |journal= (help)
^Salmon, Charles T. (2000-05-23). "Setting a Research Agenda for Entertainment-Education". Centers for Disease Control and Prevention. Retrieved 2008-08-19.
^Dowd, Maureen (2002-01-25). "Butt Out, Hillary". The New York Times. Retrieved 2008-08-19.
^ abYemma, John (1997-03-23). "Jury out on antiviolence ads". The Boston Globe.
^ ab. Center for Health Communication. Archived from the original on 2008-04-29. Retrieved 2008-08-18.
^Elliott, Stuart (2002-01-25). "THE MEDIA BUSINESS: ADVERTISING; A determined effort to recruit mentors to work with youths". The New York Times. Retrieved 2008-08-19.
^ abBostrom, Meg (2002). . In Schiller, Laura; Hoff, Tina (eds.). Case Studies. Shouting to Be Heard: Public Service Advertising in a New Media Age. Washington, D.C.: Kaiser Family Foundation (published 2002-02-21). pp. 12–13. Archived from the original on 2012-05-09. Retrieved 2020-02-01.
^ abMenehan, Kelsey (2002). Crum, Robert; McKaughan, Molly (eds.). Media Campaign Focuses National Attention on Mentoring Program for At-Risk Youths. Grant Results Reports. Robert Wood Johnson Foundation (published 2004-02-13).
^In-Sung Yoo (2004-01-26). "Mentoring swells into 'a movement'". USAToday.com. USA Today. Retrieved 2008-08-18.
^Elliott, Stuart (2008-12-18). "Obama's Stamp of Approval, Prepresidential". The New York Times. Retrieved 2009-03-07.
winsten, associate, dean, harvard, school, public, health, director, school, frank, stanton, center, health, communication, best, known, work, social, marketing, spearheading, high, profile, national, social, campaigns, designated, driving, youth, violence, yo. Jay Winsten is an associate dean at the Harvard School of Public Health and the Director of the School s Frank Stanton Center for Health Communication 1 He is best known for his work in social marketing spearheading high profile national social campaigns on designated driving youth violence and youth mentoring He also serves as Senior Communications Advisor to the United Nations Special Envoy for Malaria Jay WinstenNationalityAmericanAlma materJohns Hopkins UniversityScientific careerFieldsMolecular biologyInstitutionsHarvard UniversityTrained as a molecular biologist Winsten served as co editor of the three volume work Origins of Human Cancer with Nobel laureate James Watson and Howard Hiatt dean of the Harvard School of Public Health Winsten s 1985 study Science and the Media The Boundaries of Truth 2 was praised by the Columbia Journalism Review as a landmark study on the relationship between science and the press 3 Contents 1 Social campaigns 1 1 Designated drivers 1 2 Youth violence 1 3 Youth mentoring 2 References 3 External linksSocial campaigns EditDesignated drivers Edit As founding director of the Center for Health Communication Winsten was the driving force behind the Harvard Alcohol Project which introduced and popularized the social concept of the designated driver in the United States in the late 1980s and is credited for contributing to lower rates of driving under the influence 4 The Harvard Alcohol Project solicited involvement from the broadcasting industry to spread the concept not only through public service announcements and news coverage but through the inclusion of designated driving themes and references in popular television programs 5 The campaign is considered the first successful effort to mobilize the Hollywood creative community on a large scale to promote health messages having facilitated use of the campaign theme in more than 160 prime time shows during the 1988 1992 television seasons 6 7 Sparking a national movement with endorsements by renowned leaders in a broad range of professional fields 8 the strategy pioneered by the campaign 9 was later emulated by other interest groups 4 10 Youth violence Edit Following the success of the Harvard Alcohol Project Winsten and colleagues used the same approach in a second social marketing initiative The Squash It Campaign to Prevent Youth Violence launched in 1994 Squash It centered around the use of the squash it phrase and an associated hand gesture to promote a social norm of walking away from potentially violent confrontations by framing it as cool and smart rather than cowardly The Squash It meme was incorporated in a wide variety of television programs films and rap songs 11 The squash gesture based on the time out signal in sports is performed by bringing the palm of a flat hand down onto a vertical clenched fist forming a stylized T 12 Though not considered as successful as the designated driver campaign 11 13 based on a national survey of junior and senior high school students Squash It was found to be particularly influential with African Americans 12 its primary target group 14 Youth mentoring Edit Winsten headed a communications task force which helped to plan the 1997 Presidents Summit on America s Future in Philadelphia chaired by General Colin Powell As an outgrowth of the Summit Winsten and colleagues began to shift focus to youth mentoring with the launch of the Harvard Mentoring Project 14 organizing a year round national media campaign from 1998 to 2001 with support from the major broadcast television networks 15 In 2002 the campaign developed into National Mentoring Month a focused campaign held each January to recruit volunteer mentors for at risk youth 16 National Mentoring Month won the support of three successive U S presidents Bill Clinton George W Bush and Barack Obama helping to establish mentoring as an important national priority 15 17 References Edit Center for Health Communication Harvard Science and the Media The Boundaries of Truth Cooper Gloria 1985 Columbia Journalism Review 24 Jul Aug 64 65 a href Template Cite journal html title Template Cite journal cite journal a Missing or empty title help a b Rosenzweig Jane 2002 11 30 Can TV Improve Us The American Prospect Retrieved 2008 08 17 Stevenson Richard W 1990 05 27 TELEVISION And Now a Message From an Advocacy Group The New York Times Retrieved 2008 08 19 Winsten Jay A 2000 The Harvard Alcohol Project Promoting the Designated Driver In Suman Michael Rossman Gabriel eds Advocacy Groups and the Entertainment Industry Westport CT Praeger Publishers pp 3 8 ISBN 978 0 275 96885 4 Program for the Study of Media and Health 2004 Issue Brief PDF Entertainment Education and Health in the United States Kaiser Family Foundation published 2004 04 15 2 Archived from the original PDF on 2009 03 01 a href Template Cite journal html title Template Cite journal cite journal a Cite journal requires journal help Shaivitz Mandy 2003 How Pro Social Messages Make Their Way Into Entertainment Programming PDF Media Citizens amp Democracy Project Council for Excellence in Government Norman Lear Center published 2003 03 07 8 a href Template Cite journal html title Template Cite journal cite journal a Cite journal requires journal help Salmon Charles T 2000 05 23 Setting a Research Agenda for Entertainment Education Centers for Disease Control and Prevention Retrieved 2008 08 19 Dowd Maureen 2002 01 25 Butt Out Hillary The New York Times Retrieved 2008 08 19 a b Yemma John 1997 03 23 Jury out on antiviolence ads The Boston Globe a b The Squash It Campaign to Prevent Youth Violence Center for Health Communication Archived from the original on 2008 04 29 Retrieved 2008 08 18 Elliott Stuart 2002 01 25 THE MEDIA BUSINESS ADVERTISING A determined effort to recruit mentors to work with youths The New York Times Retrieved 2008 08 19 a b Bostrom Meg 2002 Bringing New Mentors and Hope into the Lives of Children In Schiller Laura Hoff Tina eds Case Studies Shouting to Be Heard Public Service Advertising in a New Media Age Washington D C Kaiser Family Foundation published 2002 02 21 pp 12 13 Archived from the original on 2012 05 09 Retrieved 2020 02 01 a b Menehan Kelsey 2002 Crum Robert McKaughan Molly eds Media Campaign Focuses National Attention on Mentoring Program for At Risk Youths Grant Results Reports Robert Wood Johnson Foundation published 2004 02 13 In Sung Yoo 2004 01 26 Mentoring swells into a movement USAToday com USA Today Retrieved 2008 08 18 Elliott Stuart 2008 12 18 Obama s Stamp of Approval Prepresidential The New York Times Retrieved 2009 03 07 External links EditBiography at the Harvard School of Public Health website Center for Health Communication website Retrieved from https en wikipedia org w index php title Jay Winsten amp oldid 1159492827, wikipedia, wiki, book, books, library,
