DATE: Thursday, September 17, 2026, from 11:00 a.m. to 12:30 p.m. EDT
Please note that the webinar will be held at 11 a.m. (Eastern Daylight Time) to accommodate the time difference with the United Kingdom, where our presenter is based.
REGISTRATION:
DESCRIPTION:
Promoting and implementing healthy public policies (HPPs) is a key health promotion strategy to improve population health and health equity by addressing the social determinants of health (SDH). Because these determinants are shaped by decisions made across many sectors, advancing healthy public policy requires collaboration well beyond the health system. Intersectoral action approaches, such as Health in All Policies (HiAP), support this collaboration by integrating health and equity considerations into decision -making across sectors.
In this context, advancing collective action on the SDH requires engaging partners who do not necessarily share the same perspectives, language, priorities, or mandates. This calls for improving how we communicate about the SDH in ways that increase understanding of why they matter and foster support for policy change. To help address this challenge, the NCCHPP partnered with FrameWorks UK to explore how framing can strengthen public health communication and support more effective cross-sector engagement.
This webinar will introduce the concept of framing, explain why it matters, and explore how people think about health and the social determinants of health. Participants will then be introduced to the Building Blocks of Health metaphor, developed by FrameWorks UK and The Health Foundation in the UK, as a practical framing strategy to communicate more effectively and increase one’s understanding of how the wider determinants of health shape a healthy society. The webinar will conclude with recommendations for telling your story and practical examples of how these approaches can be applied in public health practice.
LEARNING OBJECTIVES:
By the end of the webinar, participants will be able to:
- Explain why framing matters for communicating about the social determinants of health (SDH) and engaging partners across sectors.
- Describe how common ways of thinking about health can influence understanding of the SDH and support for policy change.
- Describe how the Building Blocks of Health metaphor and other framing recommendations can strengthen communication about the SDH in the Canadian public health context.
TARGET AUDIENCE:
This webinar is intended for public health professionals, managers, decision makers, and researchers, as well as their partners working in other sectors that influence the determinants of health.
TECHNICAL INFORMATIONS:
Simultaneous translation in English and French will be available through Wordly. The webinar will be recorded and made accessible online.
SPEAKER:
Maria Castellina
Director of Impact
FrameWorks UK
Maria Castellina is Director of Impact at FrameWorks UK, supporting partners to utilise FrameWorks innovative framing research in order to change hearts and minds and build a better world. She is the author of the Building Blocks of Health research and resources and leads FrameWorks health communications work. Maria has spent her career finding the right words to persuade, influence and inspire social and political change. With over fifteen years’ experience leading communications campaigns in the UK not-for-profit sector, Maria has worked across a broad range of issues including domestic violence, climate, health, and access to nature.
FACILITATOR:
Natalia Carrillo Botero
Scientific Advisor
National Collaborating Centre for Healthy Public Policy
Natalia holds a bachelor’s degree in anthropology from the University of the Andes (Colombia) and a master’s degree in sociology from Université Sorbonne Nouvelle – Paris 3. After working in different organizations on global health and health promotion, she joined the NCCHPP in 2022. At the NCCHPP, she works on the Health in All Policies project and acts as the coordinator of the Canadian Network for Health in All Policies Secretariat.