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Corporate board diversity: Tokenism, or true change?
As corporations face pressure to increase gender diversity on their boards, there are those that simply add a single female director to appease critics, and those that make genuine and successful efforts to diversify. Mark Mallon, assistant professor of strategic management, is part of a research team that has explored factors that can differentiate between what is a token effort, and one that adds more female directors to a corporate board. Research recently published by the team found that U.S. firms with more top female managers and with a female director serving on the nominating committee are more likely to see additional female board appointments. The article titled “Beyond tokenism: How strategic leaders influence more meaningful gender diversity on boards of directors” appeared in Strategic Management Journal. “We also found that boards and nominating committees with younger members amplify these effects, and result in boards that have greater female representation,” Mallon said. “These of course aren’t the only factors that can contribute to greater gender diversity on corporate boards, but they are important ones.” Professor Mallon is available to talk with you about this research, which hopefully can add to your coverage of the efforts by corporations to change the composition of their boards to better reflect the broader population. If Professor Mallon can assist with your reporting about corporate governance, please reach out to Owen Covington, director of the Elon University News Bureau, at ocovington@elon.edu or (336) 278-7413. Professor Mallon is available for phone, email and broadcast interviews.
Gene therapy and the next frontier of medicine
Genetic testing today is mainstream, marketing to consumers who want to know where in Europe they came from or what types of hereditary diseases they could develop. For around $200 you can trace your family tree to learn your origins or identify genetic abnormalities that could signal disease. James Dahlman, assistant professor in the College of Engineering’s biomedical engineering department, specializes in genetics and believes these genotyping services can be helpful, as long as they are used responsibly. “If you’re going to start making medical predictions, you have to be careful,” said Dahlman. “Most people are not equipped to interpret statistics correctly, which can lead to negative predicting and ethical dilemmas. In a few years, genetic counselors will be in high demand so folks can make better decisions about their health.” Dahlman is fascinated by genetics, citing gene therapy as the most interesting field in the world. And it’s a field that he is revolutionizing through his research. Gene therapy is an experimental technique that uses genes to treat or prevent diseases, including hemophilia, Parkinson’s, cancer and HIV. It can help manage a number of diseases by leveraging genes instead of drugs or surgery. Although gene therapy shows promise, there are still risks involved, including unwanted immune system reactions or the risk of the wrong cells being targeted. That’s where Dahlman’s research comes in. Dahlman’s lab focuses on drug delivery vehicles, which are nanoparticles. The nanoparticle delivers gene therapies to the right place in the body to fight disease. It’s critical that the gene therapies only target the unhealthy cells to avoid damaging healthy ones. Dahlman is laser focused on ensuring the nanoparticles know what paths to take to reach the correct organ to start the healing process. “The issue with genetically-engineered drugs is that they don’t work unless they get to the right cell in the body,” said Dahlman. “You can have the world’s best genetic drug that's going to fix a tumor or eradicate plaque, but it’s not going to be effective unless it travels to the right organ. In my lab, we design different nanoparticles to deliver the genetically-engineered drugs to the correct location.” The field of genetic therapy is fascinating – and if you are a journalist looking to cover this topic or have questions for upcoming stories – let our experts help. James Dahlman is an Assistant Professor in the Georgia Tech BME Department. He is an expert in the area of biomedical engineering and uses molecular biology to rationally design the genetic drugs he delivers. This research is redefining the field of genetic therapy. Dr. Dahlman is available to speak with media – simply click on his icon to arrange an interview.
Making Children's Mental Health and School Safety a Priority
The U.S. Department of Education announced $71.6 million in grant awards to enhance safety in schools and improve student access to mental health resources. The grants will allow local leaders to tailor their approach to school safety and mental health in ways that meet their students' individual needs and their particular school's unique challenges. "This is a strong step towards helping children across the U.S. who have experienced traumatic events. We know from previous research that traumatic experiences, even those in early childhood, affect an individual at any time in their life," says Elizabeth Dowdell, PhD, RN, FAAN, professor at Villanova's M. Louise Fitzpatrick College of Nursing. "In healthcare, assessing, identifying and treating trauma has become a major public health challenge since trauma exposures frequently go unrecognized and unaddressed." The same is true in the educational system. For many children, adolescents, and adults, trauma results from an event, series of events or set of circumstances which are perceived or experienced to be physically or emotionally harmful or life-threatening. The landmark Adverse Childhood Experience study (1998) found that, in a population of 17,377 adult participants, 63% experienced at least one trauma exposure as a child and 20% experienced more than three trauma exposures. The experience of repeated trauma is sometimes referred to as toxic stress, which can have damaging effects on learning, behavior and health across the life span. These exposures included physical and sexual abuse, neglect and household dysfunction. Increased stress from family violence and chaos is trauma and, when combined with injury, is the leading preventable cause of morbidity and mortality. The lasting adverse effects from the trauma can affect a child's functioning and well-being, specifically mental and physical health, social, emotional and spiritual well-being as they age and develop. "Healthcare is shifting to a trauma-informed framework that focuses on what happened to the person rather than what is wrong with them and recognizes that individual's strengths and resilience. Schools are ideal locations for identification of traumatized children and the implementation of services to help them," says Dr. Dowdell. "School districts have to create physical safety and psychological safe places where all children can learn."
As we approach the first anniversary of the legalization of cannabis and prepare for the introduction of legal edibles, CAA South Central Ontario (CAA SCO) is releasing new data that suggests that the dangers of cannabis-impaired driving are misunderstood by many. It shows that approximately 1.2 million Ontario drivers have, at some point, driven high after consuming cannabis. Seventy-two per cent report waiting three hours or less to get behind the wheel, with 27 per cent feeling very or somewhat high when they did. “We know that driving under the influence of cannabis affects your ability to drive safely and increases your risk of getting into a crash,” said Teresa Di Felice, assistant vice-president of government and community relations at CAA SCO. “The research has shown us that young Canadians are more at risk of a vehicle crash even five hours after inhaling cannabis.” The research also shows that over half of Ontario drivers who use cannabis are “poly-users,” meaning they typically pair cannabis with another substance. Alcohol is by far the most common substance paired with cannabis. Cannabis-infused edibles are another option that may further complicate matters when it comes to drug-impaired driving. Twelve per cent of non-users indicated they were very or somewhat likely to try edible cannabis products after it becomes legal. “It is crucial to continue to explore and understand what impact the legalization of edibles may have on Ontario’s roads. If Ontarians choose to consume edibles, they should be aware of its delayed psychoactive effects and the impact on their ability to drive,” said Di Felice. CAA’s focus is to ensure that road safety, public education and enforcement remain at the forefront of the management of cannabis legalization. The statistically representative study, commissioned by CAA and conducted by Dig Insights in late June 2019, surveyed 1,510 Ontarian between the ages of 19 and 70 who have a valid driver’s license. ��
Facebook Buys Startup Building Neural Monitoring Armband
Facebook has talked a lot about working on a non-invasive brain input device that can make things like text entry possible just by thinking. So far, most of the company’s progress on that project appears to be taking the form of university research that they’ve funded. With this acquisition, the company appears to be working more closely with technology that could one day be productized. Circuit Seed for continuous analog signal processing and Corelogika for discrete digital logic could greatly enhance the success of commercialization of Armband. These are building blocks to build low power high performance circuits that result in products that are smaller, very low power consumption, increased sensitivity and accuracy and they are insensitive to process variation and temperature that are challenges for other devices. Since they use standard CMOS digital processes with no extensions, the designs are less complex, fewer bill of materials resulting in lower cost, higher yields and better margins. For more information, please contact: Lesley Gent Director Client Relations, InventionShare™ lgent@InventionShare.com (613) 225-7236, Ext 131 Or visit our website at www.CircuitSeed.com
Experts available to discuss vaping and new tobacco products
A host of new tobacco products, including e-cigarettes like JUULs, have entered the market in recent years, bringing new public health concerns with them. Researchers at the University of North Carolina at Chapel Hill are studying the health and societal impacts of emerging tobacco products. UNC-Chapel Hill experts are available to discuss topics including e-cigarettes’ health impacts, their failure as smoking cessation tools, the differences in how smoking and vaping affect the body, and e-cigarette explosions and the resulting chemical burn injuries. If you’d like to speak with an expert, call (919) 445-8555 or email mediarelations@unc.edu. Dr. M. Bradley Drummond is an associate professor of medicine at UNC School of Medicine and the director of the Obstructive Lung Diseases Clinical and Translational Research Center. He can discuss the health consequences of these new tobacco products and how they vary from traditional cigarettes. He can also discuss how these products exacerbate other conditions like chronic obstructive pulmonary disease, asthma and other chronic lung diseases. Dr. Adam Goldstein is a professor in the UNC department of family medicine, the director of tobacco intervention programs at UNC School of Medicine, and a member of UNC Lineberger Comprehensive Cancer Center. He can discuss the potential drawbacks versus any potential benefit of using these products as smoking cessation tools and can share evidence-based strategies to stop smoking. He can also speak to trends in teen tobacco use. Dr. Ilona Jaspers is a professor of pediatrics and microbiology & immunology, director of the Curriculum in Toxicology, and deputy director of the Center for Environmental Medicine, Asthma and Lung Biology all at the UNC School of Medicine, and professor of Environmental Sciences and Engineering at the UNC Gillings School of Global Public Health. She can discuss the current scientific understanding of the health effects of vaping or juuling, a subject on which she has published widely. Kurt Ribisl is a professor and chair of the department of health behavior at UNC Gillings School of Global Public Health and the program leader for Cancer Prevention and Control at UNC Lineberger Comprehensive Cancer Center. Ribisl specializes in tobacco policy and regulation and can speak to taxation, advertising and marketing of new tobacco products and recommendations for preventing youth access. Robert Tarran is a professor of cell biology and physiology at UNC School of Medicine, a member of UNC Marsico Lung Institute, and a member of UNC Lineberger Comprehensive Cancer Center. He can discuss the science of vaping, including how e-cigarettes impact a person’s lungs, including their genes and what happens to the lung’s immune system. He can also speak to the varying toxic effects of different e-cigarette flavors. Rebecca Williams is a research associate at UNC Lineberger Comprehensive Cancer Center. She is a leading expert on internet tobacco sales, age verification, technology and emerging tobacco products, including the wide variety of vaping devices available today. Her research has shown that online e-cigarette vendors routinely sold to minors, a finding that underscores the need for regulations requiring and enforcing age verification for the online sale of e-cigarettes. She can discuss the sales and marketing practices of websites that sell emerging tobacco products, and underage access to these online products.
Responding to increased pressure, Facebook has "doubled down" on identifying and removing posts by online extremists and the groups they use to share content. As noted in a recent NBC News article, these increased efforts include using artificial intelligence and machine learning to proactively identify and remove posts and groups that break the rules, and promoting tools that would hold group administrators more accountable for posted content." Megan Squire is a professor of computer science who has conducted extensive research tracking connections between online hate groups and how they leverage social media platforms to recruit new members and spread propaganda. Squire told NBC News that she's skeptical that even these more high-tech efforts will meaningfully curtail the activity of online extremists. “Same stuff, different day,” Squire told NBC News. “Just in the past month, I reported groups calling for a global purge of Islam, extermination of people based on religion, and calling for violence through a race war, and Facebook’s response was that none of these groups was a violation of community standards.” If Dr. Squire can assist with your reporting about social media and online extremism, please reach out to Owen Covington, director of the Elon University News Bureau, at ocovington@elon.edu or (336) 278-7413. Dr. Squire is available for phone, email and broadcast interviews.
Baylor Faculty Member Earns $5 Million Grant to Study Meal Deliveries for Rural Students
Baylor University’s Texas Hunger Initiative has taken an important step this week in helping move the University towards its Research 1/Tier 1 aspirations with the announcement of a $5 million grant to expand access to food for students living in rural Texas communities. Kathy Krey, Ph.D., assistant research professor and director of research and administration for Baylor’s Texas Hunger Initiative, has been awarded the three-year grant from the United States Department of Agriculture for a research project aimed at testing a novel approach to distributing food during the summer to rural students age 18 and under. The grant is from USDA’s Food and Nutrition Service. According to the National Center for Education Statistics, more than 3 million children in Texas receive free or reduced-price meals during the school year. During the summer when schools are not in session, food is available to eligible families through federal and state programs, but some students – particularly those who live in rural areas – may have difficulty accessing the food programs, leaving them without consistent access to nutrition. “The current solution to this problem, the federal Summer Food Service Program, doesn’t fit every scenario, because it requires that students congregate at a summer feeding site, often at a school or other central location,” Krey said. “Especially in rural areas, which Texas has a lot of, those meal sites can be less effective because there are transportation, cost or awareness barriers for students who are more broadly dispersed from schools and other potential meal sites.” Improving access to summer meals through mail delivery Krey and her colleagues at THI will be testing a program where families in selected areas of the state who don’t have access to a summer meal site can receive food deliveries through the mail. Grant funding will be used to purchase shelf-stable, nutritionally complete meals, including fruits and vegetables, which are packaged and delivered directly to families. The goal in designing this program, Krey said, is not to eliminate site-based summer feeding programs, but to supplement them with other mechanisms that can be more effective for Texas students whose food needs may not be met by the current system. “We envision a future in which summer feeding sites still exist. In communities where populations are centrally located, the site-based model can make a lot of sense, but we know that it’s going to take a lot of innovative solutions to meet the diversity of the problem especially in a state like Texas that has so many different geographies and different realities in terms of population density,” Krey said. The dual problems of hunger and poverty are closely related since students who don’t have access to healthy meals are at greater risk of low academic achievement and disciplinary problems. A failure to address nutritional deficiencies, Krey said, can contribute to a cycle of poverty that continues from generation to generation. “Research has proven that students need consistent access to healthy food to perform optimally in school,” she said. “If we think about generational poverty, education is such a key factor in students’ being able to break that cycle, and one way they can be equipped to do that learning is by having regular access to nutritious food. “In the summer, there aren’t as many resources and opportunities to get food, which is why it’s so important that we figure out innovative ways to use public and private resources to make sure that low-income kids have access to food during the summer,” she said. The grant also will provide research opportunities for undergraduate and graduate students. Andrea Skipor, graduate student in Baylor’s Diana R. Garland School of Social Work, said her work with the project provides important experiences in application of the concepts taught in class. “In social work, evidence-based practice is a huge part of what we do,” Skipor said. “We learn so much in a classroom, but we don’t always get the opportunity to use it. This project has really given me a way to use my social work and community research skills in a way that has sparked an interest in research for my future practice.” Krey credits students like Skipor with providing invaluable assistance in carrying out important research. “We’ve been really honored with the student researchers and student workers who have come alongside us and acquired great experience in designing a pilot research project. We’ve been so impressed with the Baylor University students’ talent and commitment and we’re really honored to have them as part of this project,” Krey said. The Texas Hunger Initiative is a multi-disciplinary project dedicated to ending hunger through research and innovation and committed to strengthening public policy to address domestic food insecurity. Jeremy Everett, founder and executive director of THI, said the organization was founded on a realization that complex societal problems like hunger and poverty need solutions that leverage the resources of the public and private sectors, faith-based organizations and university researchers. The initiative’s broad-based approach includes a widely-dispersed staff that can observe problems first-hand to come up with evidence-based solutions. “We have field staff throughout the state working in a learning-lab capacity. The average researcher might have their own laboratory. Our laboratory is the state of Texas,” Everett said. It’s a strategy that Everett said is fundamental to Baylor’s mission to positively impact the lives of people in need. “We want to leave society better than we found it,” Everett said. “Our faculty and students want to be engaged in research and evaluation, but they also want to see how that makes a difference in a young child getting access to food who previously wouldn’t have had it without that engagement.” ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 90 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT THE TEXAS HUNGER INITIATIVE AT BAYLOR UNIVERSITY The Texas Hunger Initiative (THI) at Baylor University is a capacity-building and collaborative project, which develops and implements strategies to end hunger through policy, education, research, community organizing and community development. THI works to make the state food secure by ensuring that every individual has access to three healthy meals a day, seven days a week. THI convenes federal, state and local government stakeholders with non-profits, faith communities and business leaders to create an efficient system of accountability that increases food security in Texas. THI’s work is supported by the Walmart Foundation, No Kid Hungry, and PepsiCo’s Food for Good. Along with its office located within the Diana R. Garland School of Social Work at Baylor, THI has offices located in Austin, Dallas, Houston, Lubbock, McAllen and San Angelo. For more information, visit www.baylor.edu/texashunger.
When people hear the term “assisted living,” they might think “nursing home” or “old folks’ home.” But what people don’t know is that interior designers are working hard to ensure that these facilities provide a sense of comfort and a sense of home to their residents. “Designing for assisted living environments requires careful consideration of the needs of the residents living there. But really, in that way, it is no different from designing for any population,” said Elise King, assistant professor of interior design in Baylor University’s Robbins College of Health and Human Sciences. Baby boomers would rather live at home or in a residential setting, according to SeniorLiving.org. This will require more locations to have independent and assisted living available. With the baby boomer generation transitioning into retirement, many will require additional care but don’t want to be in nursing homes like their parents. “You should always begin by understanding the users of the space and assessing their needs and requirements,” King said. “And what you’ll find is that across the lifespan, while there are different needs which must be met by various functional requirements, our innate desires are not that different.” 1. Bring outdoors inside by incorporating nature into facility design. One way designers enhance facilities is by incorporating nature into their design and bringing the outdoors inside. At Baylor, Debra Harris, Ph.D., associate professor of interior design — who has researched the impact of health care facility design on patients, families and health care workers — teaches a sustainability course that addresses some aspects of nature in design. “We reinforce all aspects of indoor environmental quality through research activities and through the entire design process,” Harris said. “For years, architects have discussed the concept of organic architecture and more recently, the term ‘biophilic design’ has been used,” King said. “And in the past 30 or so years, we’ve seen a growing body of research that supports what we’ve assumed for a long time, essentially that humans desire a connection with nature and that nature can have a positive impact on health and well-being.” She said one way this can be accomplished is by having ample windows, particularly those that look onto greenspaces or treetops. It also is important to consider that some residents will be using walkers, canes or wheelchairs. Window height should be considered so that all residents can benefit. Another way to incorporate nature into the design is by using natural materials when possible or using materials that have textures or patterns reminiscent of nature. Harris agrees that incorporating nature into a facility’s design is important and beneficial to the residents living there. “Direct access to nature, like gardening or nature walks, and indirect access to nature, through a window, provide real tangible benefits,” Harris said. 2. Access to natural light, as well as artificial light that mimics daylight, provides benefits to seniors that are associated with well-being. Harris said having access to natural light provides benefits associated with well-being, such as reinforcing our natural clock, known as circadian rhythms, which helps with the quality of sleep and may contribute to management of chronic conditions. Designing to provide access to nature through gardening and walking also can increase physical activity and social interactions, she said. Artificial lighting is also an important factor in interior design, especially for seniors. Harris said there are lighting systems that can mimic daylight, changing over the course of the day to support our circadian rhythms, which can lead to an elevated sense of well-being. This may contribute to other aspects, such as social interactions, physical activity, and satisfaction, she said. 3. Designing for all five senses is critical for making a facility feel more like home. King said it’s important to design for all the senses, not just the visual aspect of the facility. She said sound, smell and touch are other critical aspects that need to be taken into consideration to make a facility feel more like a home. “Designers have to use research to understand how we can best address the specific needs of a mature population through design,” King said. “By creating environments that value and support these innate needs — self-actualization, esteem, love and belonging, safety needs and physiological needs — we’re reinforcing a sense of place and hopefully, a sense of home.” ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. It provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 90 countries to study a broad range of degrees among 12 nationally recognized academic divisions. ABOUT ROBBINS COLLEGE OF HEALTH AND HUMAN SCIENCES AT BAYLOR UNIVERSITY The Robbins College of Health and Human Sciences at Baylor University was established in 2014, a result of identified priorities for strengthening the health sciences through Baylor’s strategic vision, Pro Futuris, and the University’s Illuminate strategic plan. The anchor academic units that form Robbins College – Communication Sciences and Disorders; Family and Consumer Sciences; Health, Human Performance and Recreation; Public Health; and Division of Health Professions – share a common purpose: improving health and the quality of life. The College’s curricula promotes a team-based approach to transformational education and research that has established interdisciplinary research collaborations to advance solutions for improving quality of life for individuals, families and communities. For more information, visit www.baylor.edu/chhs.
Multicultural Millennials Respond Positively to Health ‘Edutainment,’ Baylor Marketing Research Says
One-on-one interviews reveal which health issues concern millennials and their longing for optimal health Storytelling that educates and entertains – aka “edutainment” – is a powerful communications tool that can lead to positive health-related changes among multicultural millennials, according to a new marketing study from Baylor University. Tyrha Lindsey-Warren, Ph.D., clinical assistant professor of marketing in Baylor University’s Hankamer School of Business, led the study, “Making multicultural millennials healthy: The influence of health ‘edutainment’ and other drivers on health-oriented diet change,” which is published in the Journal of Cultural Marketing Strategy. Charlene A. Dadzie, Ph.D., assistant professor of marketing at the University of South Alabama, coauthored the research. The research sought to determine which health issues most concerned multicultural millennials and to gauge how effective media can be as a tool to address those issues and drive change. “This study finds that by bolstering self-identity and employing health ‘edutainment,’ it is possible to have a positive impact on the health intentions and behaviors of the millennial generation,” the researchers wrote. There are more than 92 million millennials (ages 20-34) in the United States today, the researchers observed. More than 9 million of those are identified as being overweight, and much of that can be attributed to a sedentary lifestyle and media consumption. White Americans watch an average of 140 hours of television per month (35 hours per week); African Americans watch 213 hours of television per month; and Latino Americans watch 33 hours of television per week and stream more than six hours of video per month. “Millennials are tech-savvy, they love social media, they’re actually more health conscious than previous generations, and they have significant economic power,” Lindsey-Warren said. “With so many millennials – in the scope of this study, multicultural millennials – watching so many screens, there is great opportunity to generate information and increase products and services geared towards health-oriented behavior.” But to take advantage of this opportunity, public and private organizations need to understand what drives millennials’ health choices and communicate accordingly, the researchers wrote. A total of 265 people participated in two components of the study – a health survey of 245 undergraduate students and one-on-one, in-depth interviews of 20 multicultural millennials. ‘I’m old-young and it’s getting real.’ For the second part of the study, the researchers interviewed 20 people – 10 women and 10 men – from two organizations, a large northeastern U.S. university and a mid-sized nonprofit organization in Harlem, New York. The subjects represented cultural, socioeconomic and educational diversity. The interviews were used to better understand the health status of these millennials as well as their relation to storytelling in the media, the researchers said. Participants answered health and wellness questions regarding their own health and personal network (example: “What is your ideal health?”) and questions about their personal media usage (example: “What are the top five health and wellness issues you see regularly portrayed in the media?”). One of the strongest themes to emerge from those interviews was that multicultural millennials “long to be healthy in mind, body and spirit” and are open to “seeing authentic and relevant storytelling regarding health issues in the media that is meaningful.” “They would definitely respond to health messages when they truly see themselves in storytelling that meets them where they are in life,” the researchers wrote. Some of the health-related topics addressed by those being interviewed included healthy eating, asthma, sexual health, mental health and fitness. One interviewee, a 21-year-old woman said she gets “out of breath” when she runs up the stairs and her knees “crack and hurt.” “I would love to have ideal health again. I really would. I would love it. I’m old-young, and it’s getting real,” she said. ‘More involved in the narrative’ In addition to the one-on-one interviews, each of the 20 interviewees watched media clips from two television programs – ABC’s “Private Practice” and the nationally syndicated health show, “The Doctors.” Each show highlighted the accurate health information concerning attention deficit hyperactivity disorder (ADHD). “Private Practice” told its story via fictional characters in an episodic dramatic storytelling format. In this format, health issues were not directly promoted and there was no direct-to-camera discussion of those issues. “The Doctors,” on the other hand, utilized the format of real doctors conveying accurate health information in real-life situations, directly to the camera and in front of a studio audience. “From the interviews, it was apparent that the storytelling in the health edutainment stimuli worked because the participants enjoyed and were more involved in the narrative conveyed in ‘Private Practice’ versus ‘The Doctors,’” the researchers wrote. “For example, the ‘Private Practice’ segment told the story of a young boy and his parents who desperately asked their doctor to give them a prescription for ADHD medicine for their son, even though the son did not want the medicine and the doctor felt that the prescription might not have been needed.” The “Private Practice” story resonated better with those watching and scored high across genders, according to the study. One 21-year-old male university student said he was diagnosed with ADHD as a child and saw himself and his parents in the “Private Practice” clip. He said he took ADHD medicine for a while. “I didn’t like it and I stopped taking it, and that was it. My parents were, ‘OK – if you don’t like it, that’s the way it is – you’re going to study harder, though. And, that was it,” he told the interviewers. A 28-year-old female from the nonprofit program said she saw the “Private Practice” clip and could relate to the situation as a parent. “I felt I could relate because I felt that my son had ADHD, and I really, I kind of diagnosed him myself, and said that, so I was really interested in this topic,” she told the researchers. Marketing and advertising implications Given the constant barrage of media in the lives of millennials, it is only reasonable to question the effect of this environment on their health and well-being, Lindsey-Warren said. The findings of the study are useful for practitioners in marketing, advertising, public relations, digital and branded entertainment. “Ultimately, the key to making a difference in the lives of multicultural millennials and their health, both now and into the future, may be achieving the right balance of educating and entertaining them,” the researchers wrote. “For millennials, Gen Z and alpha – the newest generation – ‘edutainment’ is and will continue to be a primary way to educate them,” Lindsey-Warren said. “It’s through the stories we tell on digital, on streaming, on gaming – that’s the way those generations are learning.” ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 90 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT HANKAMER SCHOOL OF BUSINESS AT BAYLOR UNIVERSITY At Baylor University’s Hankamer School of Business, integrity stands shoulder-to-shoulder with analytic and strategic strengths. The School’s top-ranked programs combine rigorous classroom learning, hands-on experience in the real world, a solid foundation in Christian values and a global outlook. Making up approximately 25 percent of the University’s total enrollment, undergraduate students choose from 16 major areas of study. Graduate students choose from full-time, executive or online MBA or other specialized master’s programs, and Ph.D. programs in Information Systems, Entrepreneurship or Health Services Research. The Business School also has campuses located in Austin and Dallas, Texas. Visit www.baylor.edu/business and follow on Twitter at twitter.com/Baylor_Business.
