First Annual CDC Sentinel for Health Award for Daytime Drama
Soap Summit 5

Transcript of Proceedings
October 14, 2000

SONNY FOX: I am delighted to introduce the First Annual Sentinel For Health Award Luncheon, which will be an integral part of the Soap Summit from now on. I'm pleased that the award is emanating from the premiere public health organization in the world, the Centers for Disease Control and Prevention. The CDC is an invaluable Federal government agency under the Health and Human Resources Administration. They have not only responsibility for this country but they're the ones who go to Africa when there's an Ebola virus outbreak. They're the ones who have agents in China looking for the next Asian flu virus. They are charged with a myriad of responsibilities-just about anything from cancer, to violence against women, to headaches in the work place, to Latex allergy.

The CDC is a remarkable organization, which is why I'm so pleased that, for the first time in their history, they have elected to create an award for public health messages communicated through television. I'm especially pleased that they have chosen to honor the soap community, and only the soap community, because they have realized over the years of association with the Soap Summit that you uniquely can have an impact on people.

This ceremony really belongs to the CDC and one of their senior people has flown in from Atlanta to make a presentation. Jim Marks has been with us since the first Soap Summit. PCI's connection with the CDC goes back about six years, when we had a four-hour meeting with Jim and all the people from his center. It was the beginning of an understanding at the CDC of the function of mass communications in carrying out the public health agenda.

Dr. Jim Marks is Director of the CDC's National Center for Chronic Disease Prevention and Health Promotion. His center is responsible for heart, for diabetes, for cancer and so on. Jim is also an Assistant Surgeon General.

DR. JAMES MARKS: Thanks, Sonny. It's really my privilege to be here and to have this day with you. As Sonny said, I was the first CDC speaker at the first Soap Summit. It was a little difficult to get much interest at CDC in this kind of work. But you've made believers of us all. And the work that you've done has just been terrific, and I'm really pleased and honored to be the person that gets to present the first one.

Over five years ago, we first came together to explore how the soap opera community, PCI and the nation's health agencies could join hands to get more health information to your viewers through the shows you produce. So, it's been very gratifying to see some of the story lines you've worked on. My daily schedule does not permit me to tune into your daily schedule. But we know that many of the groups that CDC is trying to reach are with you everyday, not with us.

Your viewers face a host of health concerns, have more risk behaviors than non-viewers and don't always believe that prevention practices will improve their health. Again, we thank you for your work and are pleased to recognize your accomplishments in conveying that important health information to these audiences.

Before we begin, I want to recognize several important people who played a key role in getting this project off the ground at CDC and to put it in a little context. Last year, Dr. Jeff Koplan, the Director of CDC, reported that about half of your regular viewers said they learned something about a disease or how to prevent it from a soap opera. And one third of your regular viewers did something as a result of that. They talked to a friend, they gave advice to someone about a health problem, or even called and visited a doctor or clinic themselves. That's results. And these results are not one's that anyone made up. These results come straight from YOUR viewers who look at your shows everyday.

Last summer, we did more data analysis on that survey and we have some new findings that I wanted to share with you about the viewers who look at your shows twice a week or more. They report more health concerns than non-viewers. They express more negative beliefs about their behaviors and their ability to change them than non-viewers. For example, they have less activity due to impairment or health problems. They have more than one chronic health problem and they don't believe that prevention practices will work for them.

The most compelling story is that the viewers also report that they are less likely to understand information they read on health issues. And they are getting health information from soap operas. They report learning and acting on that information and the characters are people they know and identify with. I've said it before and it bears repeating. We, in public health consider you, the network and creative staff of the soap operas, to be our partners in health education. In fact, we can't do our job without you.

The first person whose idea and passion it was for CDC to give this award, and who didn't let up until we agreed, was Sonny. He kept the faith, pushed the idea, and made sure it went beyond just talking at CDC. I want to thank you personally, Sonny, for this.

As we move on to the important part of this day, I want to read the purpose of the award. The Sentinel for Health Award For Daytime Drama recognizes exemplary achievements of daytime dramas that inform, educate and motivate viewers to make choices for healthier and safer lives. The way a popular character deals with a personal health decision and its impact can influence audience members to think about their own choices. A compelling story line that demonstrates risky behavior and consequences or shows how to avoid risk can benefit millions of viewers and their loved ones.

There were nine entries from six different soap operas this first year. The entries were first screened by CDC experts for accuracy and behavioral messages to narrow the field. The four finalists were then reviewed in a second round of judging that included invited experts from public health, academia, advocacy and the entertainment field An auditor provided by the CDC Foundation tallied the final scores to determine the winning story line.

Today, we're proud to recognize the four nominees, based on the composites of the story lines that were submitted to CDC and reviewed by our internal and external panels. Each nominated story will be awarded one of the trophies on this back table called the Ascendancy. It is artistic glass designed by an artist in Atlanta called Frabel. I want to read what it is intended to signify. This sculpture was conceived as the path of a particle of energy that is determined upward such that any decline is only apparent and merely preparation for renewed thrust. Thus, the sculpture represents the motion and energy needed for the perseverance and the achievement of difficult goals, even in the face of considerable obstacles and suggests a certain touch of grace and finesse of performance.

Let's begin. "Drunk Driving Revisited" was produced by All My Children. It highlights the all too common problem of motor vehicle crashes caused by drinking and driving. It also illustrates the devastating impact on family members when someone is killed by a drunk driver, even years later. The prevention message reinforced throughout the story line is one of personal responsibility for drivers to avoid alcohol because it can lead to needless crashes, deaths and emotional turmoil. Lisa Connor, David Beecroft, and others from All My Children are coming up to accept.

LISA CONNOR: Thank you. When All My Children first tackled the issue of alcoholism and drunk driving about 12 years ago, they were already on their way to becoming one of the most socially relevant daytime dramas in history. That the revisitation of this could have such an impact is really a testament to the audience, the consistency of our audience and that they are going with us on the journey. So, thank you for the nomination.

DAVID BEECROFT: I feel extremely fortunate to be involved with such a wonderful and important story line and I certainly hope it's having an impact with the general public. Thank you.

DR. JAMES MARKS: "Pediatric And Adolescent AIDS Awareness" was produced by General Hospital. It highlights the impact of AIDS on characters in the show. They come together for the Annual Nurses Ball For AIDS to honor those who have died from the disease and those who live with the disease. The writers acknowledge the difficulties young people FACE in dealing with their disease through real people interviews shown in a video at the fundraiser.

A young boy in a video interview states the prevention message. He warns anyone listening to always use a condom because it only takes one time and you always think it won't be you. But it can be. Congratulations to the producers and writers of "Pediatric and Adolescent AIDS Awareness." Wendy Riche, Executive Producer will accept the award.

WENDY RICHE: The beauty of daytime is the opportunity to tell stories through talent. Amber Tamblyn is a most extraordinary young actress. She continues to grow each day with us. And we have the opportunity, on an ongoing basis, to tell stories through Amber's character, and all of our characters. That's the beauty of daytime and we're very, very grateful that we have the ongoing support from ABC and Angela Shapiro (President, ABC Daytime) , who encourages us to tell stories of importance. I want to congratulate Amber on the extraordinary job she did this year in general, but in particular with this story line. Thank you, Amber, and thank you very much to the CDC, Vicki, for your constant support. Everybody at the CDC. We really appreciate it. Our researcher, Johnny Raines, truly appreciates it. Thank you.

AMBER TAMBLIN: Well, I just want to say, being a 17 year old going to a public high school, I see a lot of these things happen everyday with young kids being careless and I actually learned a lot by meeting the five people that I interviewed. It was probably one of the most powerful experiences of my life in really thinking about long term effects of things and really being smart about where my life should head. I think that it's phenomenal that I was able to be a part of that and not only grow myself, but allow teenagers to be able to see that and to be able to grow from it, too.

DR. JAMES MARKS: "Vicki's Breast Cancer" was produced by One Life to Live. It highlights the importance of mammography in early detection in treatment of breast cancer. It also illustrates the emotional impact on the patient and family members when first learning about a breast cancer diagnosis. The story line provides a detailed account of the steps of diagnosis and testing and depicts the main character, Vicki Carpenter's reactions, encounters with the specialists and how she tells her adult children. The prevention message about early detection and mammography is reinforced throughout the story line, suggesting that Vicki has a very good chance to make a full recovery due to her early diagnosis and strong will to take charge of her illness. Congratulations to the producers and writers of "Vicki's Breast Cancer." Frank Valentini (Executive Producer)

FRANK VALENTINI: It's so great to be recognized for this story, which was actually wonderful for everyone in the studio to work on. I wish that the 300 people who we worked with could be here with me today because we shared the joy and the heartache and mostly the hope because for us, this was a hopeful story. This wasn't a story about dying. It was a story about hope. I wish they could be here because this is very exciting. We really appreciate it. Thank you.

DR. JAMES MARKS: "Matt Walks" was produced by Port Charles. It highlights the importance of a new technologic development that stimulates muscles and aids paraplegic, Dr. Matt Harmon, to take small steps. The story line focuses on the importance of building physical conditioning with spinal chord injury, but it is careful to state that this is not a cure for this injury. The overall message is one of cautious hope for patients with spinal chord injury. The character Matt also exemplifies someone who lives a fully productive life as a person with disability. But most important, the story line dispels the stigma that people with disability are less than normal or whole because they are disabled. Congratulations to the producers and writers of "Matt Walks." Julie Carruthers (Executive Producer ) and talent that are here please come and accept.

JULIE CARRUTHERS: It's beautiful. First of all, Mitch came to me last December and he said, I have some pictures to show you. And it was pictures of his own physical therapy using this Para Step device. And it was amazing to me. And he said, there's a story there. People don't know about this. People don't know that they have to get their bodies ready for this spinal chord repair surgery that's just around the corner. And we're not going to be ready. So, we talked about it and one of the things we talked about was making sure that what we didn't say that you have to walk to be whole. And Mitch helped keep us honest with all of the writing. Our writers were phenomenal and he was our consultant and shining force. So, I'd like to thank Mitch for bringing us the story and enlightening all of us. It was an experience that was felt by everybody that worked on the show and we all shared in the joy of seeing this phenomenal feat. And all the effort and strength that went into making it happen. So, thank you, Mitch.

MITCH LONGLEY: Hello, thank you. I want to thank Julie for taking me up on this opportunity to share this story because it's been pretty intense for me and intense for thousands of people across the nation and the world. Interestingly enough, part of why I wanted it so badly to be shown was that a lot of insurance companies refuse to pay for this equipment. It's a little less than $13,000, which is expensive but medically speaking, it's not out of control expensive. But I've actually heard that some insurance companies claim that they don't consider walking a medical necessity. But dealing with an ulcer and weeks in a hospital, I suppose, is. I can't figure it. But the president of the company, which is almost bankrupt at this point, has been so grateful to you for letting this happen because there have been tens if not hundreds of people who have inquired about it and who are raising money to buy the equipment for themselves. And so, I'm so grateful to Julie for letting us do this and for giving us the opportunity to share it with so many people.

DR. JAMES MARKS: I feel like I'm at the Emmy's For Public Health. This is really an exciting day and I want to thank all of you for tackling some of the most difficult issues we face in public health. It's not easy to get these kinds of prevention messages across. Don't drink and drive, practice safe sex, get a mammogram, and about the dignity and quality of life for people with disabilities. And you've done a good job here. This is the type of programming this award is all about. It's obvious that you understand. And we hope to challenge you to do even better and more next year, and send us more stories about disease and disease prevention and disability and injuries.

Now's the big moment. The award has several components to it. The torch is for enlightenment and knowledge. That's our job together. Behind it and etched on the glass are wings, representing the health sector and interwoven, film, representing the entertainment industry. And as we recognize the winning story line today, I'm reminded about a time around four years ago, when CDC made a major announcement to advance the public health screening program throughout the 50 United States and territories. Dr. David Satcher, who was then the CDC Director and is now the Surgeon General, made the announcement. He shares with us this deep commitment to this health problem.

Some of your viewers, in fact, many of your viewers, are among those groups that are frequently left out of basic health care. That's why this announcement was made by CDC four years ago in which funding was provided to all health departments to offer, for the first time, breast and cervical cancer screening to women in all the states, regardless of their health insurance or ability to pay. So, it gives me great pleasure, on behalf of Dr. Jeffrey Koplan, Director Of CDC, and the Surgeon General, David Satcher, to recognize a soap opera story line that reinforces our commitment in the nation to breast cancer screening.

Through Vicki Carpenter's story, we hope that many more women will take advantage of this crucial public health intervention, to diagnose and detect breast cancer early. To the producers and writers of "Vicki's Breast Cancer," congratulations on a job well done. You are the recipients of CDC's First Sentinel For Health For Daytime Drama. Angela Shapiro, President Of ABC Daytime will accept for other people.

ANGELA SHAPIRO: Thanks. First, I want to take a minute to thank you, Sonny, for the incredible, incredible job you do every year and for your commitment to working with the soaps. I think everybody in the room knows that when you produce 260 episodes a year of a soap opera, that you sometimes tend to lose sight of the influence and the power that you hold in your hands to not only deliver important messages to the viewers that are out there but to highlight some very vital social issues. And it's because of Sonny, he really keeps us all in line and he makes sure that at least once a year, we take a day to focus on, on these issues.

I'm really very, very proud that over the past year each one of the soap operas at ABC was able to tell stories that not only entertained, but also informed the audience about these important health issues, issues that have an impact on their lives and the lives of their family and friends. I'm thrilled not only to receive the prestigious award for One Life To Live, which did an excellent job with the story line, but to have the distinct honor of having all four of our shows, recognized with nominations today. I thank all of you for that. And I think Frank Valentini should have a few words to say about the show.

FRANK VALENTINI: I would just like to say thanks to our executive producer who unfortunately couldn't be here, JILL Phelps, and to our head writer, Megan McTavish, and to all of our writers, for their sensitivity and for the intelligence with which they brought this story to life. From the production side, I'd like to thank all of our camera folks and people behind the scenes. And, most especially, Erika Slezak, five time Emmy winner, who did a terrific job with this.

In particular, I'd like to dedicate this to one of our directors who is a breast cancer survivor, and who I'm very close with. She actually directed most of the shows. She did such a superb job and I knew that everyday it was a joy and so moving for her.

On a personal level, my sister was diagnosed with breast cancer. She just survived her surgery last week. I would like to dedicate this to her, too, because her bravery and her moving ahead. Talk about strong women, she's right there. Thank you all very much.

DR. JAMES MARKS: That ends our ceremony. I want to thank all of you for your good work this past year and look forward to the submissions next year. The heartfelt comments from all of the award recipients really brings home for us at CDC why this has been the right thing to do. And I just want to thank you all for being such good partners with us. Thank you very much.

SONNY FOX: I know that this room, one day, will be pointed to and it will be said, you realize that those awards were first done in this room. How small it was. Some day, 10 years from now, you'll be in a much larger room. I thank you very much for taking part and I thank the CDC for having gone through with the process and initiating what I think is a well deserved award.

Thank you all for coming.