PubH 6503, Childhood obesity in African American adolescents 10-14 in mississipi


PubH 6503, Introduction to Public Health Communication & Marketing
GROUP PROJECT(s)
INSTRUCTIONS FOR ASSIGNMENT #2

Topic:
Childhood obesity in African American adolescents 10-14 in mississipi

Type of paper:
Campaign

Discipline:
public health

Format or citation style:
APA

Let’s review what your group will have accomplished in assignment #1. By now, you will have:
• Conducted your situation analysis
• Defined and segmented your target audiences
• Established your high-level public health goal
• Defined your specific behavioral and communication objectives
• Made recommendations for additional research needed
Now you are ready to begin the process of:
• Defining the core messages of your health communication campaign or program
• Determining some vehicles that you could use to communicate these messages
• Developing concepts or rough-drafts of some actual materials that could be pre-tested among
members of your target audiences and also among gatekeepers who are influential in reaching
your target audiences
Review of Assignment #2
You are to write and submit the second component of your group project. Suggested length is 9-10
pages (don’t exceed that length with the main text, but you may choose to include references beyond
the 10 page maximum [double spaced, 1” margins, arial font]). Submit an electronic copy (one per
group) in Microsoft Word format at least 24 hours before the start of your live session during the week
7. This assignment is worth 15 points. Feedback will be sent to the student who submits the
assignment on behalf of their group.
Your paper should be organized into these sections and address these questions and components:
Step #1
Write a communication strategy statement.
The communication strategy statement is a document that provides a snapshot of the most important
information needed by a team of creative services professionals (e.g., art directors, copywriters, web
designers, illustrators, producers of radio or televisions commercials, video producers, etc.) who
might develop your communication campaign materials.
This document serves three important functions:
• It forces you, as the public health communication and marketing specialist in your organization,
to succinctly describe your audience and objectives, among other things
• It gives you something tangible to circulate among your co-workers, bosses, or clients (if you
are working for a social marketing or communication consulting company), and forces them to
come to consensus before the creative process begins
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• It is used by the creative services team as the “anchor” against which creative concepts and
materials should be judged (that is, it helps you review the work of the creative team from the
point of the view of the target audience, and not from your own personal point of view)
An outline for a communication strategy statement appears at the end of this document.
Step #2
Develop three key messages for your primary target audience, and a slogan or theme line that
can be used in your campaign or program materials. (If you have more than one primary
target audience, select one of them for this step.)
These three messages should follow from your communication objectives and should be seen as
supporting the achievement in the long term of your behavioral objectives. In other words, they should
be targeted messages, as we have discussed in class and the recorded materials and readings.
Targeted messages aim to change a specific attitude, belief, behavior, etc. related to the goals and
objectives of the campaign. Your messages should be deeply rooted in the behavioral theory you
have chosen to guide your campaign. Please define and discuss your application of theory in this
section.
In developing your messages, be mindful of your target audience. Is health literacy an issue for your
target audience?
Lastly, develop a theme line or tag line that relates to your key messages and could serve as a shorthand
summary of your objectives or messages.
Step #3
Develop a prototype of two health communication materials that you feel will be central to
your group’s communication campaign or program.
You can get ideas for examples of communication materials on pages 64-65 of “Making Health
Communication Programs Work” (the “Pink Book” resource that is provided as a reading for this
course).
• One of these should be some form of advertisement – such as a magazine or newspaper ad, a
series of banner ads for web sites, Facebook or Twitter, the script for a television or radio ad, a
billboard campaign, etc.
• The second material you create should be an informational or educational piece, such as a
brochure, pamphlet, web site pages, etc.
For example, if you plan to develop print advertisements, create a sketch of a prototype ad. Include
rough drawings or downloaded images as placeholders for real images which would be developed
later. Write a headline for this ad and the “body copy” – the content of the ad that contains your key
message or messages. Incorporate your theme line or tag line into this ad prototype. In developing
your informational or educational piece, create a rough prototype of the brochure, pamphlet, web site,
etc., that includes graphics, headlines, and body copy.
In previous classes, students have prepared a wide variety of prototypes for this assignment,
including advertisements for newspapers or magazines, Web pages, brochures, an outline of an
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educational video, a kit of information materials, television and radio ads, newsletters, and information
kits.
For this section, you will likely want to write a short paragraph or two describing the two materials
(what they are, why you chose these mediums) your group has decided upon. The remainder of this
section will be depicted through your prototypes which can either be included right here in the text
(space allowing) or as an Appendix at the end of the assignment.
Step #4
Write a description of how you would pre-test your each of your communication materials. What type
of market research would you recommend, and why? Would you use quantitative or qualitative
techniques, or both? What is your rationale for your approach? How would you go about recruiting
participants to take part in your market research? How would you measure reactions to your
materials and analyze results of your pre-testing research. (You do NOT have to actually conduct the
pre-testing. Just develop a plan.)
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Outline for Your Communication Strategy Statement
Your communication strategy statement should be written according to this format and turned
in with your key messages and prototype materials. This document is meant to be brief
(advertising agencies call it a “Creative Brief”) so use “bullet points” and short sentences.
Program Goal
Target Audience
Behavioral Objective(s)
Communication Objectives(s)
Barriers to Awareness or Action
The Benefit Promise
Supporting Reasons Why
Action(s) the Target Audience Should Take
Tone
Planned Executions and Other Special Considerations
Example of a Creative Strategy Statement
Creative Strategy Statement for a Health Communications Campaign to Communicate Results
of the Diabetes Prevention Program
Program Goal:
Contribute to the achievement of the Healthy People 2020 goal for diabetes:
• Through prevention programs, reduce the disease and economic burden of diabetes, and
improve the quality of life for all persons who have or are at risk for diabetes
Target Audiences:
• All adults ages 45 and older who are at high risk of developing type 2 diabetes, as measured
by one or more of these characteristics: overweight or obese (BMI ≥ 25, but especially ≥ 30;
sedentary lifestyle; fasting blood glucose value in the pre-diabetic range)
Segmentation:
• All adults ages 45 and older, as above, for a general audience campaign (we’ll focus on this
group for the purposes of the remainder of this strategy document) Other potential segments
for separate campaigns or sub-campaigns include:
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• African Americans ages 45 and older at high risk, as defined above
• Hispanic/Latino Americans ages 45 and older at high risk, as defined above
• American Indian/Native Americans ages 45 and older at high risk, as defined above
• Asian Americans ages 45 and older at high risk, as defined above
• Adults ages 60 and older at high risk, as defined above
Behavioral Objectives:
• Among the target audience by the year 2020, increase the percentage (from 10% to 15%) that
reports losing 10-20 pounds within the past two years and keeping it off.
• Among the target audience by the year 2020, increase the percentage (from 20% to 30%) that
reports getting 30 minutes a day of physical activity, such as walking, five days a week.
Communication Objectives:
• Among the target audience by the year 2020, increase the percentage (from 20% to 50%) that
is aware that diabetes can be prevented.
• Among the target audience by the year 2020, increase the percentage (from 5% to 25%) that
is aware that losing just 10-20 pounds and increasing physical activity to 30 minutes a day, five
days a week, can prevent or delay the onset of type 2 diabetes.
Barriers to Awareness or Action:
• Not aware of the seriousness of diabetes so not afraid of getting it
• Fatalistic about getting diabetes
• Hard to exercise when overweight
• Thinks that losing weight is an all-or-nothing proposition (that is, you need to go to a “normal”
weight to get a health benefit)
• Doesn’t like to exercise and doesn’t like people who exercise (those “gym bunnies” or “gym
rats” who always seem to be exercising)
• Doesn’t know how to eat better to lose weight
The Benefit Promise:
• If you make relatively small changes to your lifestyle – losing modest amounts of weight and
making modest increases in your level of physical activity – you can prevent diabetes entirely,
or delay it from occurring for many years.
Supporting Reasons Why:
• People just like you who took part in a health study called the Diabetes Prevention Program
were able to prevent or delay diabetes by losing, on average, about 10-20 pounds, and
walking on a daily basis for 30 minutes.
• The changes you need to make to help prevent diabetes are small, and can easily fit into your
daily life.
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• The changes you make to help prevent diabetes also will make you feel better – and maybe
even look better, too.
Action the Target Audience Should Take:
Seek more information:
• Visit our Web site
• Call our 800 number
• Ask their doctors at their next office visit
Tone:
• Straightforward, matter-of-fact
• Consider a light approach
• Avoid fear appeals or negative labeling of the target audience
• Show empathy for what they are going through in their lives
Planned Executions and Other Special Considerations:
A comprehensive public service advertising campaign to include:
• Television and radio ads
• Print ads
• Billboard and Metro cards
• Web banner ads
Collateral materials to be developed include:
• Brochures
• Posters for doctor’s office waiting rooms
• Comprehensive Web site
To ensure readability by a wide audience, written materials should be written at the eighth-grade
reading level to the extent possible.

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