Framework for the Public Health Campaign Paper Framework 1. Abstract 2. Introduction 3. Presentation of the SEM in context of your health issue among your target population a. Describe factors at each level of the SEM b. Provide some ideas for solutions at each level (can be general, and can address more than one associated factor described prior) 4. Communication Strategy a. Intro to Communication Strategy: Describe how a communication strategy can help address this issue b. Define Audience Group(s): Define who your primary (and secondary, if necessary) audience groups would be *please see below for review on course material describing how to appropriately assess your audience. While you aren't required to address every question in the paper, you can utilize them to gain a comprehensive understanding of your target audience. This will aid in developing a communication plan that is most effective for your objectives. i. High receiver involvement vs low receiver involvement c. Define Messenger (if applicable) i. Trust, likability d. Discuss Message: Explain what the message would be, based on your audience analysis *please see below for tips on different types of communication strategies i. Message type (Awareness, instruction, and persuasion) 1. Incentive appeals (loss-frame, gain-frame, or combination) 2. Consider the possibility of different message types for different audience groups (primary vs secondary) ii. Consideration for health literacy and numeracy (the information being shared should be clear, concise and use simple vocabulary to better capture a large range of reading and literacy levels) iii. Consideration for cultural competency and language (e.g., relevant images, information to target audience) iv. Finally, perform a quality check to make sure the information disseminated aligns with the primary goal of the campaign, aiming to both educate and motivate positive change. e. Communication Channels: Describe what types of materials (print, multimedia, and social media) you might use to reach your audience i. Provide general examples of each (either using currently existing or creating new ones) Tips for Developing the SEM Visual Aid You will develop a visual aid using the socio-ecological model (SEM) to describe the factors of the health issue as they relate to your intended audience from different levels of influence: intrapersonal or individual, interpersonal, institutional, or organizational, community, and public policy. Framework for the Public Health Campaign Paper You will also propose solutions to address the issue at each level of the SEM. This SEM will be the basis for the communication strategy, which you will use to share information about the issue and potential strategies with your identified audiences. The visual aid can be placed within the paper (under the presentation of the SEM) or at the end of the paper within the Appendix. Tips for Assessing the Audience What does the intended audience already know about the topic? Do intended audience members have any misconceptions? What are the intended audience members’ relevant attitudes, beliefs, and perceptions of barriers to change? How “ready” is the intended audience to change? What benefit do intended audience members already associate with making the behavior change? What social, cultural, and economic factors will affect program development and delivery? When and where (times, places, states of mind) can the intended audience best be reached? What communication channels (e.g., mass media, organization meetings, internet sites) reach this intended audience? Which do its members prefer and find credible? certain individuals (or gatekeepers) have particular influence with this intended audience or control access to it? What is their degree of influence? And who are these individuals (elders, religious leaders, etc.)? What are the intended audience’s preferences in terms of learning styles, appeals, language, and tone? Tips for Successfully Developing the Message I would suggest to begin with a (very) brief discussion of the message type you think is best to use (between awareness, instruction, and persuasion): Taken from the text titled ‘Developing effective media campaigns for health promotion’, awareness messages inform people about what to do, specify who should do it, and provide cues about when and where it should be done, instruction messages present “how to do it” information, and persuasive messages feature convincing reasons why the audience should adopt the advocated action or avoid the proscribed behavior. Furthermore, there are a few strategies for persuasive message types that you could touch upon in your paper (if you plan to use a persuasive message strategy and deem it appropriate). They include incentive appeals: negative appeals (loss-framed messages which are designed to motivate behavior change by threatening the audience with harmful outcomes from initiating or continuing an unhealthy practice), positive appeals (gain framed messages that can promise positive outcomes for performing the healthy alternative), or a combination of both. Framework for the Public Health Campaign Paper Lastly, consider how the evidence is presented (are you focusing more on experiences and qualitative information or statistics) and is relevant to the situation experienced by the target audience.