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Author: Leyna Weakley

Understanding the Okanagan Charter: A Framework for Prioritizing Campus Well-Being

In recent years, colleges and universities worldwide have prioritized student well-being as an integral part of their mission. Furthermore, not only does investing in wellness programs support student health and satisfaction, but it also offers additional benefits. These extra benefits include improving graduation rates, strengthening institutional reputation, reducing recruitment costs, and boosting student retention.

However, establishing meaningful well-being initiatives that align with academic goals and institutional values can be a complex challenge. Enter the Okanagan Charter, a powerful guiding framework designed to help higher education institutions create, implement, and sustain holistic wellness programs.

Recently, we hosted a webinar with three college health leaders—Dr. Oliver Tacto of Maryville University, Emily Pagano of UConn, and Kelly Gorman of UAlbany— shared insights on best practices for promoting wellness on college campuses. Each of their institutions has committed to the Okanagan Charter, setting an example for how campuses can foster a culture of well-being.

What is the Okanagan Charter?

The Okanagan Charter was created in 2015 at the International Conference on Health Promoting Universities and Colleges in Kelowna, Canada. Its goal is to inspire colleges and universities to integrate health into every aspect of campus life. Unlike typical health initiatives, the Charter calls for a comprehensive approach, taking into account the physical, mental, emotional, and social well-being of students, faculty, and staff.

The Charter consists of two primary calls to action:

1. Embed Health into All Aspects of Campus Culture:
Colleges should make well-being a core part of campus life, not just through wellness services, but across all departments and activities.
2. Lead Health Promotion Locally and Globally:
Universities are encouraged to engage with local communities, health organizations, and global partners, creating a supportive ecosystem for all involved.

These calls help institutions, like our recent webinar speakers, build environments where students, staff, and faculty feel supported in every part of campus life.

Hear Dr. Oliver Tacto’s take on the Okanagan Charter in the clip below:

Why the Okanagan Charter Matters for Higher Education

In today’s competitive higher education landscape, where the mental health and overall well-being of students are essential, the Okanagan Charter offers universities a holistic framework to create an impactful, inclusive, and sustainable approach to wellness.

Here’s why the Okanagan Charter matters now more than ever:

  • Aligning with Institutional Values: With many students and their families prioritizing well-being when choosing schools, the Okanagan Charter helps colleges establish wellness programs that align with institutional values, strategic plans, and mission statements, strengthening their reputation and appeal.
  • Supporting Mental Health: As the demand for mental health services continues to rise, the Charter provides a pathway for campuses to develop comprehensive support systems that prioritize mental health without limiting their focus to clinical services.
  • Fostering a Supportive Campus Culture: The Charter’s emphasis on embedding health into all aspects of campus life encourages institutions to foster a supportive culture where students, faculty, and staff feel valued and empowered to take charge of their well-being.

P.S. – You can download a copy of the Okanagan Charter here.

Key Principles for Mobilizing Whole-Campus Health Initiatives in Higher Education

Furthermore, the Okanagan Charter lays out guiding principles to help campuses take action toward whole-system health. Following these principles allows institutions to create healthier, more inclusive campus environments.

Key principles that drive the Okanagan Charter’s approach to whole-campus health initiatives include:

  • Using settings and whole system approaches: Focus on holistic, system-wide methods to create healthy conditions in higher education and model health promotion for other settings.
  • Ensuring comprehensive and campus-wide approaches: Implement interconnected strategies for the whole campus.
  • Leveraging participatory approaches to engage the voice of students and others: Set ambitious goals and engage all stakeholders—students, staff, faculty, and leaders—in collaborative, participatory efforts to establish priorities and foster widespread commitment to action.
  • Developing trans-disciplinary collaborations and cross-sector partnerships: Foster collaborations across disciplines and sectors, both on campus and with local and global partners, to drive comprehensive health initiatives and promote health knowledge and action in wider communities.

Hear Emily’s thoughts on what it means to collaborate versus cooperate:

  • Promoting research, innovation and evidence-informed action: Ensure research and innovation provide evidence to shape health policies and practices, enhancing sustainability on campus and in society, while adapting actions based on new findings.
  • Building on strengths: Adopt an asset-based approach to recognize strengths, address challenges, celebrate successes, and share lessons to continuously improve campus health and well-being.
  • Valuing local and indigenous communities’ contexts and priorities: Promote health by engaging with and understanding the contexts and priorities of local and indigenous communities, while considering the perspectives of vulnerable and transitioning populations.
  • Acting on an existing universal responsibility: Uphold the “Right to Health” declared in the Universal Declaration of Human Rights by ensuring health promotion actions reflect social justice, equity, dignity, diversity, and the interconnectedness of health with social, economic, and ecological factors.

Key Takeaways

The Okanagan Charter empowers campuses to prioritize holistic well-being by embedding health into all areas of campus life and fostering a supportive community. Incorporating these principles allows colleges and universities to create sustainable wellness initiatives that truly enhance the campus community as a whole.


Gain tips for enhancing wellness from three college health experts here.

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Health Promotion Through Social Media

Health Promotion Through Social Media:

Effective Strategies and Best Practices

Social media has become an indispensable tool for promoting health initiatives, especially among Gen Z students. This demographic, born between 1997 and 2012, is the first truly digital native generation, making them a crucial audience for college health campaigns.

Understanding how to effectively leverage social media to connect with Gen Z can significantly enhance your health promotion efforts on campus. Here are some tips, trends, and best practices for colleges to consider.

1. Promote on the Right Platforms

According to Morning Consult’s report, YouTube is the most-used platform for Gen Z, with over 80% spending time on the app. Instagram follows closely in the second spot at 75%, indicating that the platform remains highly popular. TikTok (69%) and Snapchat (63%) are also significant players, demonstrating their continued relevance among Gen Z users.

This stresses the importance of ensuring that your college is utilizing these platforms for health promotion to reach the greatest number of students.

Gen Z Social Media Stats

2. Leverage Influencer Partnerships

Leverage influencer partnerships by collaborating with student influencers or popular figures on campus who resonate with Gen Z. These individuals can provide credible and relatable voices for sharing health messages. Micro-influencers, with their smaller but highly engaged followings, can be especially effective in fostering a sense of community.

Colleges can effectively advertise health promotion initiatives by leveraging YouTube’s extensive reach among Gen Z, creating engaging video content that resonates with students. Additionally, maintaining an active presence on Instagram, TikTok, and Snapchat with creative and authentic posts will ensure that health messages are seen and embraced by this tech-savvy generation.

3. Utilize User-Generated Content

User-generated content (UGC) is defined as “consumer-generated content.” You can incorporate this on your campus by encouraging students to create content themselves, such as photos, videos, and stories about their experience utilizing health services on your campus.

Schools may also consider launching campaigns with specific hashtags, hosting contests, and highlighting student contributions on their official social media platforms, fostering a sense of community and engagement. (P.S. – this could be great for marketing majors to take part in).

4. Focus on Authenticity and Transparency

According to Forbes, Gen Z highly values authenticity and transparency. Share real stories, and behind-the-scenes content, and be transparent about your mission and values. Avoid overly polished or corporate-sounding messages.

5. Provide Value with Educational Content

Provide value with educational content by sharing tips, tutorials, and educational posts that offer real benefits to your audience. Use features like Instagram Stories’ “Swipe Up” or link stickers to direct followers to additional resources.

For example, one idea could be to create a series called, “Wellness Wednesdays,” where each week, your clinic shares valuable health tips and tutorials on topics like stress management, healthy eating, exercise routines, and mental health awareness.

For example, an Instagram Story might include a short tutorial on how to do a particular mindfulness meditation technique, followed by a swipe-up link directing followers to a detailed blog post or video on the college’s health center website on the topic.

A video on YouTube could showcase a nutritious, budget-friendly recipe with step-by-step instructions and a link directing students to a downloadable meal plan. Access to information about the Basic Needs Hub for students struggling with food insecurity could be included in the video’s caption section.

6. Engage in Real-Time Interactions

Engage in real-time interactions by utilizing live streaming features on Instagram, TikTok, and YouTube to host health and wellness Q&A sessions, webinars, or live discussions. You may find that more students attend virtually than you would think. Respond promptly to comments and messages to foster a sense of connection and community.

Additionally, colleges can record these live sessions and upload them to their YouTube channel, blog, or website as “evergreen content.

7. Promote Mental Health Awareness

Gen Z is more open to discussing and addressing mental health than other generations. For instance, less than 3 percent of individuals aged 65 and older have received treatment directly from mental health professionals, whereas over a third of Gen Zers have reported receiving medical treatment or therapy from such professionals.

Continue to promote mental health awareness in new and fun ways by focusing on the wide variety of wellness-related support available on campus. Share content that normalizes seeking help and provides practical mental health tips that students can easily implement in their daily (and busy) lives.

8. Use Data-Driven Insights

Finally, to improve the content you share over time, track key social media metrics like your follower count, impressions, interactions, shares, and comments to understand what content resonates most with your audience. Adjust your strategy based on these insights to continually improve your reach across campus.

Best Practices for Connecting with Gen Z

  1. Stay Current with Trends

    To effectively connect with Gen Z, stay current with the latest social media trends and platform updates. Gen Z quickly adopts new features and trends, so staying updated can help keep your content relevant!

  2. Encourage Interaction

    Encourage interaction by using polls, quizzes, and interactive posts to engage your audience. Interactive content not only boosts engagement but also provides insights into your audience’s preferences and opinions.

  3. Focus on Diversity and Inclusion

    Highlight diversity and inclusion by ensuring that your content reflects a wide variety of voices, perspectives, and stories across your campus community. This creates an inclusive environment and resonates with Gen Z’s values.

  4. Be Consistent

    Be consistent by maintaining a regular posting schedule to keep your audience engaged. Consistency helps build trust, “feeds the algorithm,” and keeps your content top of mind.

Key Takeaways

Promoting health initiatives through social media is an evolving and dynamic process, especially when targeting the digitally savvy Gen Z.

By understanding their preferences and behaviors, and implementing these best practices, colleges can create impactful and engaging physical and mental health promotion campaigns.

Gain unique tips to promote campus resources to your students by downloading our free guide.

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