Health Campaign Practice

Take Away Points Vocab: stakeholders, formative research, needs assessment What is the difference between marketing campaigns and health communication campaigns? What are the goals for health communication? What are the first two steps for planning a Health Communication Campaign? (p ) Who should be involved in step one? What should the goal be focused on? What is a needs assessment? Why is it important? At what stage(s) should theory be incorporated into the health campaign? How should theory be incorporated into the needs assessment and campaign design? Why is pretesting the campaign before implementation important? Stages of Change (p ) What is the purpose of the theory? What are the 6 stages of change? (Know the names, definitions, and the order. Be able to identify which stage a person is in if I give you an example) What are the 9 processes of change (you can exclude social liberation)? (p ) At which stage is each best used?

What is the purpose of Health Campaigns? Provide information Influence the audience’s beliefs, attitudes, or behaviors

Sometimes health campaigns are run from an advertising perspective, but this is not always successful.

Social Marketing is criticized for failing to create or maintain behavior change, as messages are not tailored.

Health Communication Campaigns focus on… Campaign message design (tailoring) Bringing about or maintaining behavior change Why?

4 Steps to Creating a Health Campaign 1. establish a working group and campaign goal 2. strategic planning from formative research 3. implementation and evaluation 4. correction loop on process evaluation and outcome evaluation

1. Who should be involved (stakeholders)? 2. What should be the campaign goal? Step 1: A working group is the core team responsible for strategic planning and advising.

4 Steps to Creating a Health Campaign 1. establish a working group and campaign goal 2. strategic planning from formative research 3. implementation and evaluation 4. correction loop on process evaluation and outcome evaluation

Step 2a: Formative research is research that helps select and understand target audiences. How do we select our target audience? One way is to classify groups by health behavior or health behavior change readiness

Stages of Change model Work got crazy and everything fell apart Alternative name: Termination

Example: Example: Do you exercise three times a week for at least 20 minutes each time? 5- YES, I have been for more than 6 months. 4- YES, I have been LESS than 6 months. 3- NO, but I intend to in the next 30 days. 2- NO, but I intend to in the next 6 months. 1- NO, and I do NOT intend to in the next 6 months.

Put the following smokers in order according to Stages of Change I quit smoking for a while, but then I started again during final exams I’m a smoker and proud of it I stopped smoking last year I smoke, but my New Year’s resolution is to quit I smoke, but I know it’s bad for me I’m on the patch and slowly decreasing the amount I smoke

Which stage would be the best to target if we wanted to have behavior change in the greatest number of people?

Needs assessmentThinking about theory… Self-efficacy Barriers/Costs Benefits Demographic/ Sociopsychological Step 2a: Formative research is research that helps select and understand target audiences.

Step 2a: Where and how can you get formative research?

Step 2b: Design the health campaign message and distribution. Theory Formative Research Campaign Goal

Step 2b: How do we use theory to create messages? This is your fourth assignment! What theories have we talked about so far? Health Belief Model EPPM Stages of Change Theory of Planned Behavior Message tailoring

Contemplation Consciousness-raising Get the facts Dramatic relief Pay attention to feelings Environmental reevaluation Notice your effect on others Preparation Self-reevaluation Create a new self-image Action Self-liberation Make a commitment Maintenance Reinforcement management Use rewards Helping relationships Get support Counterconditioning Use substitutes Stimulus control Manage your environment Step 2b Example: Stages of Change says certain activities help people process and move through the stages.

Step 2c: Pretest the message with the target audience. (SUPER IMPORTANT)

Take Away Points Vocab: stakeholders, formative research, needs assessment What is the difference between marketing campaigns and health communication campaigns? What are the goals for health communication? What are the first two steps for planning a Health Communication Campaign? (p ) Who should be involved in step one? What should the goal be focused on? What is a needs assessment? Why is it important? At what stage(s) should theory be incorporated into the health campaign? How should theory be incorporated into the needs assessment and campaign design? Why is pretesting the campaign before implementation important? Stages of Change (p ) What is the purpose of the theory? What are the 6 stages of change? (Know the names, definitions, and the order. Be able to identify which stage a person is in if I give you an example) What are the 9 processes of change (you can exclude social liberation)? (p ) At which stage is each best used?