Planning a Health Campaign

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Planning a Health Campaign

• Kevin, Mimi, Alana, Lauren
• Buddy

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Why Plan a Health Campaign?

• Benefit the Everyone
• Promote Health
• Changing Thoughts
• Changing Behaviors
• Work Towards a Common Goal
• Motivate Interest the Audience

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How to Begin

• 1. Define the Situation Potential Benefits
• 2. Analyzing Segmenting the Audience
• 3. Establishing Campaign Goals Objectives
• 4. Selecting Channels of Communication

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Step 1 Defining the Situation and Potential
Benefits

• Do some preliminary research to assess the
  potential benefits of the campaign.
• Should be interested in learning what benefits
  your campaign might achieve.
• Benefits are obtained by reading published
  literature and talking with experts in the field.
• Benefits also may decide if the campaign is
  worthwhile.

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Current Situation

• If there is evidence to believe that the campaign
  might benefit the people, the next step is to
  assess the current situation.
• Valuable sources of information are experts,
  program leaders, current participants, and
  nonparticipants.
• You may want to add specific questions relevant
  to the campaign.
• Preliminary answers may surprise you, and if
  people are found to not be concerned about
  health, they should be educated about the
  benefits of exercise.

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Diverse Motivation

• People are most receptive to options that satisfy
  them on many levels (intellectual, emotional,
  personal, social, etc.)
• It is important to assume that everyone is
  motivated in the same way. Therefore you should
  consider the diversity among people who might
  participate in the campaign.
• Being sensitive to diverse beliefs and
  motivations can help you understand why people
  behave as they do, and is crucial to your success
  as a health promoter.

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Step 2 Target Audience

• The group of people that prevention messages and
  materials are intended to reach.
• Primary health campaign intends to affect
  directly.
• Secondary help reach or influence primary
  audience.

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Identifying Target Audience

• Ask questions
• Who is the most affected by the health problem?
• How is the problem being addressed?
• Who is aware of the problem? What do they know?

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Target Audience Segmenting

• Segmenting Defining subgroups of a population
  according to common characteristics.

• Characteristics used
• Behavioral
• Cultural
• Demographic
• Physical
• Psychographic

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Target Audience Analysis

• Analyze the Audience
• Allows health promoters to collect data about
  peoples behaviors and preferences.
• Helps determine how to best reach and motivate
  the audience.
• Types of Data Collection
• Existing databases, interviews, questionnaires,
  focus groups, sampling.

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Types of Target Audiences

• Youth
• Strongly influenced
• Adolescents
• Self-esteem issues
• Peer Pressure
• Need social approval

• Sensation Seekers
• Enjoy new and intense experiences
• Risky behavior appeals to them.
• Underinformed
• Low reading skills
• Little access to mass media channels

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Importance of Targeting the Audience

• Strategies focus on the needs and wants of
  intended audience.
• Creates a consumer health profile.
• Know about audience and how to reach them
• Understand the audience whose behaviors the
  health campaign wishes to change.

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Step 3 Establishing Campaign Goals Objectives

• Goals- state in clear measurable terms what you
  hope to achieve.
• - What do you want people to start/stop/or
  continue doing?
• If goal is behavior, when, how long and if it
  should occur?
• How will you know it is successful?

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Knowledge Hypothesis

• Proposes that people with plentiful information
  sources (newspapers, TV, computers, well informed
  friends and advisors) are likely to know more
  continue learning more than other people with
  fewer information resources.
• - Make sure goals are oriented to the overall
  purpose of the campaign.

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Accountability

• Demonstrating how the results of the projects
  compare to the money and time invested in it.

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Step 4 Selecting Channels of Communication

• Channel means of communicating information
  either directly or indirectly.
• Select the best channels for your campaign.
• Consider what channels your target audience uses
  and trusts.
• Reach the number of people who are exposed to
  the message.
• Impact how influential the message is.

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Channels of Communication

• Although it may be tempting to aim for the
  broadest reach possible, its advisable to focus
  on your target audience.
• One solution is to use channels like magazines
  because they are specifically tailored to a
  specific audience.
• Being involved in the message creates a better
  understanding of what is delivered.
• Greater involvement usually means more attention
  to detail.

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Narrowcasting

• Narrowcasting is designed to meet the specific
  needs of individual consumers.
• The idea is that people are more likely to act on
  customized information.

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Multichannel Campaigns

• The best chance of making a difference is to
  reach people through several channels.
• People have different communication patterns.
• Culture may affect channel preference.
• The process by which people relay media messages
  to others is called a two-step flow.