Priority Population
Priority Population Too General/Unclear: While the priority population for this campaign should be gender and sexual minority individuals, it’s important that you identify the specific sub-population or community that will likely benefit from your campaign. Which specific groups in the LGBT community will benefit most? Consider the different subgroups and communities that we have been discussing throughout the semester. Each has unique needs and perspectives and how you segment your audience and campaign messaging will depend on those unique perspectives.
Don’t Mistake Priority Population for Audience: While you may have multiple audiences for your campaign (those who will be exposed to campaign messages), your priority population should be identified as those in the community who will directly benefit from the campaign—this is usually a single group of individuals impacted by the health problem itself.
Audience May Different/Same Than Priority Population: Keep in mind that your campaigns “audience” is those that will be exposed to your campaign messaging. These may be the same individuals who will benefit from the campaign (priority population), but they also may be different. Since your campaign messaging needs to be very targeted (and you must appropriately segment your audience), specificity is key here.
Multiple Audiences May Require Multiple Price, Place, and Promotion Considerations: If you are including multiple audiences as part of the campaign (which is totally fine), be aware that this will impact how you define and describe your price, place, and promotion. Each audience may perceive the price for participating/receiving the product (e.g., time, embarrassment), place to practice and/or receive the product (e.g., clinic, bedroom), and promotion (how you will reach each audience).
Where Will the Audience Be Expected to Receive/Practice the Product: The place for your campaign refers to the location (whether it be physical, emotional, social, virtual) in which the audience will be expected to receive and/or practice the product. Don’t mistake place for promotion.
Will Have to Share Examples: Since the final presentation requires at least two examples of campaign materials (promotion), you might want to consider limiting the kinds/types of promotional materials you’re planning as part of this campaign.
Statement of the Public Health Problem & Priority Population
The presentation identifies the public health problem and priority population with excellent clarity and detail. The presentation uses credible secondary data that provides a strong rationale for intervention (e.g., a social marketing/health communication campaign). These data distinctly illustrate a disparity in health outcomes, endemic levels of disease, unmet needs, etc.
Campaign Goals & Targeted Audience
The presentation outlines the campaign’s goals in specific detail with a clear description of the target audience(s) including demographic information, other relevant community attributes (e.g., space, membership, etc.), and current community/population knowledge, attitudes, behaviors, and/or values that may be contributing to the health problem. The campaign goals address both formative and summative-level outputs and outcomes.
Social-Ecological Framework
The presentation clearly identifies and describes appropriate level(s) of influence of the campaign, aligned with the social ecological model (e.g., individual, interpersonal, community, institutional, structural, etc.). The level(s) of influence is well-aligned with the campaign goals and target audience(s).
Social Marketing Mix
The presentation clearly identifies the campaign’s social marketing mix including (but not limited to) audience segmentation and the four Ps: Product, price, place, and promotion. The presentation clearly links the potential impacts of the campaign to public health outcomes, potential interventions, and/or public health policy.
Creative Samples
The presentation includes at least two samples of campaign marketing materials (e.g., print ads, social media ads, videos, audio clips, etc.). The samples clearly recap (illustrates) the campaign goals while acknowledging barriers of audience engagement (competition), key promises to audience, and credibility of promise (e.g., improved health status). The samples are clearly (e.g., visually, audially) linked to supportive interventions.
Implementation and Monitoring & Evaluation Plan
The presentation clearly identifies the campaign’s implementation, monitoring and evaluation plan including communication channels, non-communication elements, a kick-off plan for the campaign, and both process and outcome-level approaches for monitoring and evaluating campaign reach and effectiveness. The monitoring and evaluation plan clearly connects the campaign to at least two other individual, interpersonal, and/or community/institutional-level intervention.
Visual & Oral Presentation Skills
The presentation’s information is organized in a clear, logical way with no grammar or spelling errors. The presentation uses easy to read/view font/size, colors, animation, pictures and graphics that can be clearly seen and support the presentation’s theme. Each point is well-developed. The student(s) use(s) an appropriate level of eye contact, gestures, posture (if applicable), tone, and volume.