Assume the role of a health educator working to revitalize an existing health education and promotion campaign. You will compose
a paper that examines the social marketing and advocacy techniques of an existing campaign, and propose recommendations to improve that campaign’s
effectiveness today.Tips From Former Smokers: The first paid national tobacco education campaign
Supporting material:
• Impact of National Tobacco Education Campaign on Weekly Numbers of Quitline Calls and Website Visitors
• Calls to Quitline Hit Record High After CDC National Tobacco Ad Campaign Launch
• More Than 100,000 Americans Quit Smoking Due to National Media Campaign
• 2013 Tips From Former Smokers Campaign Generates 150,000 Calls to Quitlines and 2.8 Million Website Visits
• CDC Ad Campaign Reveals Harsh Reality of Smoking-Related DiseasesTips From Former Smokers: The first paid national tobacco education campaign
Supporting material:
• Impact of National Tobacco Education Campaign on Weekly Numbers of Quitline Calls and Website Visitors
• Calls to Quitline Hit Record High After CDC National Tobacco Ad Campaign Launch
• More Than 100,000 Americans Quit Smoking Due to National Media Campaign
• 2013 Tips From Former Smokers Campaign Generates 150,000 Calls to Quitlines and 2.8 Million Website Visits
• CDC Ad Campaign Reveals Harsh Reality of Smoking-Related Diseases Tips From Former Smokers: The first paid national tobacco education campaign
Supporting material:
• Impact of National Tobacco Education Campaign on Weekly Numbers of Quitline Calls and Website Visitors
• Calls to Quitline Hit Record High After CDC National Tobacco Ad Campaign Launch
• More Than 100,000 Americans Quit Smoking Due to National Media Campaign
• 2013 Tips From Former Smokers Campaign Generates 150,000 Calls to Quitlines and 2.8 Million Website Visits
• CDC Ad Campaign Reveals Harsh Reality of Smoking-Related Diseases.ines for Submission: Your health campaign analysis and recommendations paper should be 7 to 10 pages in length with double-spacing, 12-
point Times New Roman font, and APA formatting and citations.
Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Introduction: Public
Health Issue: Specifically, the following critical elements must be addressed:
I. Introduction: In this section, you will discuss the background of an existing public health campaign, including its goals and information about target
audience.
A. Provide a brief overview of the public health issue represented in the campaign, including its goals and its importance. Be sure to cite health
statistics that support the prevalence of this issue within the population.
B. Identify the campaign’s target audience and highlight key cultural and demographic information about that population. This may include age
group, customs, beliefs, and values.
C. Identify the health behavior that the campaign is trying to modify, explaining why you think the population currently exhibits that behavior. Be
sure to apply specific principles of health communication and social marketing in your explanation.
D. Describe the prevention methods that are recommended in the campaign, explaining why they are appropriate for influencing the health. Specifically, the following critical elements must be addressed:
I. Introduction: In this section, you will discuss the background of an existing public health campaign, including its goals and information about target
audience.
A. Provide a brief overview of the public health issue represented in the campaign, including its goals and its importance. Be sure to cite health
statistics that support the prevalence of this issue within the population.
B. Identify the campaign’s target audience and highlight key cultural and demographic information about that population. This may include age
group, customs, beliefs, and values.
C. Identify the health behavior that the campaign is trying to modify, explaining why you think the population currently exhibits that behavior. Be
sure to apply specific principles of health communication and social marketing in your explanation.
D. Describe the prevention methods that are recommended in the campaign, explaining why they are appropriate for influencing the health
behavior of the audience. Based on what you know about the existing campaign, briefly discuss the health advocacy techniques that you perceive were used in the
campaign’s development, and how an understanding of the culture of the audience played a role.
III. Recommendations: Now that you have conducted an assessment of the existing campaign, imagine that you will revitalize that campaign for today’s
audience. You will propose recommendations on how to improve the campaign’s effectiveness through revised communication and advocacy techniques.
A. Recommend new media channels for the promotion of the revitalized campaign, justifying why they are appropriate for the target audience.
These should be media channels that were not previously used in the existing campaign.
B. Recommend methods for improving the usage of the four Ps of social marketing in the revitalized campaign. Provide examples to support your
response.
C. Recommend health advocacy techniques for the revitalized campaign based on the cultural considerations of the target audience.
D. Recommend a partnership with an organization, individual, or a group of individuals within the population that has a vested interest in improving
the health behavior that the campaign is trying to modify. How would this partnership improve the success of the revitalized campaign?
IV. Evaluation Strategies: In this section, you will explain how you plan to evaluate the success of your improved health education and promotion campaign.
A. Describe the methodology that was used to evaluate the success of the existing campaign in modifying the health behavior of the audience.
B. Discuss the limitations of those evaluation methods in effectively measuring the success of the campaign.
C. Recommend appropriate strategies to evaluate the success of the revitalized campaign in modifying the health behavior. For example, how could
impact and/or outcome evaluation methods be used to evaluate the campaign?
D. What are the cultural barriers that may affect the campaign’s ability to influence the health behavior of its audience?
Guidelines for Submission: Your health campaign analysis and recommendations paper should be 7 to 10 pages in length with double-spacing, 12-
point Times New Roman font, and APA formatting and citations
Introduction: Health
Introduction: Public
Health Issue.Introduction: Target
Audience
Introduction: Health
Behavior.Introduction:
Prevention Methods.Campaign
Assessment:
Four Ps of Social
Marketing.Campaign
Assessment:
Appropriateness of
Communication
Strategies.Campaign
Assessment:
Gaps in Health
Communication.Campaign
Assessment: Advocacy
Techniques.Recommendations:
New Media Channels.Recommendations:
Improving the Four Ps
of Social Marketing.Recommendations:
Cultural
Considerations.Recommendations:
Partnership.Evaluation Strategies:
Methodology.Evaluation Strategies:
Limitations.Evaluation Strategies:
Strategies to Evaluate.Evaluation Strategies:
Cultural Barriers.Articulation of
Response
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