Campaign Project

Description

Campaign Project: You will develop a health communication campaign around a significant, contemporary health problem that communication may help solve. Possible topics can be (but are not limited to) abuse, addiction, alcoholism, anxiety, autism/ASD, cancer, depression, health insurance, heart disease, mental illness, obesity, PTSD, sleep deprivation, STDs, etc. You will not actually implement the campaign. But you will develop a full plan. We are focusing on the channels of social media rather than traditional media channels of television, radio, or newspapers.

Directions: Based on your research and readings, you should answer the following questions in a paper 11-16 page paper.

1. What is your topic? Explain the health problem. Why is the topic significant? Why is a health campaign necessary and beneficial for this topic? How can communication be used to help solve the health problem? (3 pages)

Research your topic using credible online sources such as the Center for Disease Control (CDC) and refereed journal articles. See the Communication and Mass Media database from our library or Google Scholar but our library databases are often more comprehensive.

1. What theoretical bases inform your project.How and why? Explain. Be specific. (1 to 2 pages) See lecture/notes on health models/theories. (Health belief model, communication-commitment model, transtheoretical model, etc.)
2. What is/are the goal(s) of your campaign? (1/2 page)

AWARENESS SHOULD NOT BE YOUR GOAL (see Hill & Thompson-Hayes)

See the article: Workforce Council. Tip Sheet: Developing Goals and Objectives. https://www.checkup.org.au/icms_docs/182822_17_TIP_SHEET_Developing_goals_and_objectives.pdf

1. What is/are the objective(s) to meet your goal? (½ page)

AWARENESS SHOULD NOT BE YOUR OBJECTIVE (see Hill & Thompson-Hayes)

See article: Workforce Council. Tip Sheet: Developing Goals and Objectives. https://www.checkup.org.au/icms_docs/182822_17_TIP_SHEET_Developing_goals_and_objectives.pdf

1. Who is your target audience? Consider demographics, culture, personality, etc. when identifying your target audience. Some of this information can be gathered through reading journal articles and credible online sources. Some of this information can come from your own research through interviews, surveys, or observations of interaction in online groups such as listservs and blogs—in other words, by examining people affected by health problems on social media, you can gain insights into the problem and how it is experienced. (2 to 3 pages)
2. What are the best social media communication outlets and strategies to research your target audience and why? Be specific. (1-2 pages) You will want to thoroughly read and make use of the Social Media Toolkit. Justify all your choices such as particular social networking or social media sites. If you want to use Facebook for example, how and why will you use it?

Read Center for Disease Control and Prevention. (2011). The Health Communicator’s Social Media Toolkit. Accessed on July 1, 2017:
https://www.cdc.gov/healthcommunication/toolstemplates/socialmediatoolkit_bm.pdf

Hill & Hayes Ch. 10

1. What is/are your specific engaging campaign message(s)? Based on all your readings such as Snyder, Hill & Hayes Ch. 10. (1/2-1 page.)
2. How and why would your message best be delivered on the social media sites you have chosen? There may be multiple formats. (Infographics, buttons, badges, etc.) Note: You must do an infographic which will be graded separately. (1-2 pages) You will want to thoroughly read and make use of the Social Media Toolkit.

Refer to the Center for Disease Control and Prevention. (2011). The Health Communicator’s Social Media Toolkit. Accessed on July 1, 2017:
https://www.cdc.gov/healthcommunication/toolstemplates/socialmediatoolkit_bm.pdf

1. How would you measure the success of your campaign and how would you monitor the long-term effects of your campaign? Snyder (1-2 pages)