Description
Step 1: Defining the Situation and Potential Benefits 1. Identify and explain the health issue on which you will focus (e.g. social distancing during covid19) Define important terms. 2. Address the significance/costs: What are the health consequences? What are the costs to individuals? What are the costs to others? 3. Address the scope: How prevalent is this health concern? Is the prevalence greater for some groups than others? 4. Address factors influencing people’s behavior regarding this health issue. This section must include accurate citations and references for at least 3 academic articles. Use APA format for citations (within the text) and references (list at end of paper). Use library databases (Academic Search Premier, CINAHL, Medline), to find articles on your topic that address the four points listed above. Step 2: Analyzing and selecting a Target Audience You are selecting and describing whom your campaign will target and why, and thoughts and behaviors of this targeted group of people that could be addressed by your campaign: 1. Based on articles addressing your health issue, think carefully about the people affected by the issue (target population). Describe the people/groups affected by your health issue. 2. Choose a target audience that your campaign could significantly impact (i.e. your family/friends). Describe this group and why it is particularly important that they be the focus of a campaign on your health issue (i.e., why is it important to change their behavior?) Your writing needs to explain why you chose this target population. Why should a campaign be focused on their behavior? 3. Find out everything you can about your “target audience.” Why are they particularly vulnerable on your health issues? What thoughts/behaviors offer information about how to persuade this group? Step 3: Establishing Campaign Goals and Objectives In this section, you are setting objectives for your campaign (e.g convince family to have a virtual Thanksgiving) and you are planning the communication efforts that will enable you to reach them (e.g., facetime, zoom, email, letters, powerpoint etc). 1. State the overall goal of your campaign. What do you want to achieve? What kinds of changes do you want your campaign to make? Identify specific objectives, and think in terms of short-term outcomes (awareness of the campaign), mid-term outcomes (changes in beliefs, attitudes, perceptions), and long-term outcomes (behavioral changes, health improvements). 2. Apply the SMART (specific, measurable, attainable, relevant, and timeframe) criteria to the objectives you identified. Work with your objectives until you have the set you want that meets these criteria. Write tis this section of your paper laying out your objectives and how they meet the SMART criteria. Step 4: Selecting Channels of Communication In this section you’re going to plan the communication that will enable you to reach your objective(s). What is your campaign going to DO to get you to those SMART objectives? 1. Channel Characteristics Choose a communication method that will best meet your goals for successfully implementing your message e.g.(facetime, zoom, email, letters, powerpoint etc). 2. Explain why and how this channel is the best choice for persuading your target audience 3. How does this channel affect the impact of the message in terms of involvement and aroussal Step 5: Designing Campaign Messages This section is the heart of the campaign. You will choose a theory to guide you in developing the message Choosing a Voice and/or Spokesperson: for this project you are the spokesperson for the campaign addressing your family/friends persuading them to have a virtual Thanksgiving celebration. Write about what makes you a good spokesperson for this particular audience. Theoretical Foundation for message framing. Choose one of the theories covered in chapters 13 and 14 of the duPre textbook to guide you in framing your message. The text book gives a limited explanation of the theories. In order to demonstrate a deeper understanding of the theory you choose, do a search for more information on the theory. This section must include accurate citations and references for at least 2 academic articles or book chapters. Use APA format for citations (within the text) and references (list at end of paper). Use library databases (Academic Search Premier, CINAHL, Medline), to find articles on your theory. 1. Explain the major theory that undergirds your campaign. 2. Define all major terms used in the theory. 3. Explain the major predictions of the theory. 4. Explain how the theory is useful in you campaign. Designing the Message Appeals: Which appeals will best fit you target your audience and why (e.g. Community Expectations, Narrative Messages, Logical Appeals, Emotional Appeals, Novel and Shocking Messages). How will you use these appeals in the design of your message? Define the appeals you use. Transcript: For this section you will write a transcript of the actual message you will deliver in your campaign address to your audience. Let the reader know the communication channel you are using to deliver this message. Because the reader will not have access to the visuals you may use in your message, describe the visuals and their purpose as they are used throughout the message. Write your visual descriptions in a manner that would make senses to a visually challenged person using a screen reader. PSA Checklist answer each of the following questions evaluating the transcript you wrote above. 1. Does the PSA clearly state what people should or should not do? If so, what behavior is encourage/discouraged? 2. Does the PSA explain that people will be adversely affected if they do not adopt the desired behavior If so, how? 3. Does the PSA establish that adverse effects will be considerable if people do not heed advice? If so, how? 4. Does the PSA establish that adopting the recommended behavior will be effective in preventing the adverse outcome? If so, how? 5. Does the PSA establish that the effort and cost of adopting the advocated behavior is worthwhile? If so, how? 6. Is there a specific to call to action? If so, what is it? 7. Does the PSA refer to the social implications of adopting/failing to adopt the recommended behavior? If so, how? 8. Does the PSA establish that positive outcomes are possible? If so, how? 9. Does the PSA address self-efficacy? If so, how? 10. Do you believe the PSA is effective? Why? Why not? 11. How could you rewrite the message to make it more effective? Step 6: Piloting and Implementing the Campaign In this section give the specifics of how and when you will deliver the message for your campaign. Refer back to your SMART goals you wrote about in Step 3. Step 7: Evaluating and Maintaining the Campaign What steps will you take to measure the efficacy of your campaign. Refer back to your SMART goals you wrote about in Step 3. Describe how you will assess, measure, survey, etc. to evaluate the effectiveness of your campaign. Write this out in paragraphs.
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