5 Steps to an Effective Public Health Campaign

FEBRUARY 27, 2019

Lunch and LearnsThe HIV/STD/TB/Hepatitis Program and the Dakotas AIDS Education and Training Center (DAETC) conduct monthly

Lunch and Learn Webinars for health care professionals in North and South Dakota.

Each month a new topic will be held from 12:00 p.m. to 1:00 p.m. CST on the fourth Wednesday of the month.

Continuing Education CreditsPlease complete the post-test to receive CEUs for this presentation. You must score at least 70% to receive credit.

You may take the post-test up to two weeks after the presentation. Post-test, along with the slides and the recording of this presentation can be found at:

https://www.ndhealth.gov/hiv/Provider/

For questions or comments contact:Sarah Weninger701.328.2366

sweninger@nd.gov

5 Steps to an Effective Public Awareness Campaign

Katie LevittCreative Director

Agenda

1. What is a PSA campaign, anyway?

2. STI Awareness Month – ND/SD stats to know

3. Outline and discuss the 5-step process

What is a PSA campaign?

1. TV, radio and print ads (“traditional”)

2. Digital and social media ads

3. Organic social media posts

4. Postures, brochures and fliers

5. Events and guerrilla marketing tactics

What makes a PSA campaign?

Social Media = Targeted, Affordable & Immediate

SOURCE: BackgroundChecks.org – “These Are the Most Sexually Diseased States in the US” – Oct. 5 2017

NorthDakota

• 3,457 cases of chlamydia were reported to the department in 2016, an 8.5 percent increase from the previous year.

• The state also saw 1,005 cases of gonorrhea, almost a 50 percent increase from 2015, and 61 cases of syphilis, a 42 percent increase.

• The state also had a 66 percent increase in new diagnosis of HIV from 2015 to 2016.

SOURCE: Bismark Tribune, April 6 2017

South Dakota

• 19th highest gonorrhea rate, 22nd highest chlamydia rate and 27th highest syphilis rate in the United States in 2015.

• American Indian STD rates are higher than the rest of the population.

• Over 60% of South Dakota’s male syphilis cases were male-to-male sexual transmission.

• 37% of South Dakota high school students have had sexual intercourse and 12.6% have had 4 or more sexual partners.

SOURCE: SD DOH STD Surveillance Report, 15 September 2017)

Step 1 – “Who”

Define Your Target Audience

Who are they?

• Teenagers?

• Adults?

• Native American community?

• LGBT?

• Pregnant women?

• Spanish translation?

Brainstorm…

What are the best ways to reach your audience?

(Hint: Think like your target audience first.)

Make a ”perfect world” list

• New website or landing page

• Social media posts & ads

• Digital display ads

• Digital video ads

• TV and radio ads

• Billboards

• Print ads (local newspapers & magazines)

• Brochures, fliers & posters

• Special events

Target Audience = Defined!

Now that you’ve thought about who you are trying to reach and where they might best see your messages, it’s time to move on to Step #2…

Step 2: “What”

What do you want people to do?

Every PSA message needs a clear call to action – or inaction, as the case may be.

Focus your key message:

• Get tested?

• Prevention strategies?

• General awareness?

Brainstorm…

Consider any barriers to your campaign’s effectiveness:

• Budget issues

• Internal resources

• High-risk behavior

• Community attitudes toward your message

• Access to/cost of services

How does all that help?

1. Sharpen your message

2. Consider all audiences

3. Identify the best use of your team’s time and resources

4. Prepare for community member questions

5. Consider community advocates who can help

Campaign Message = Focused!

Now that you’ve defined your key message, the target audience you want to reach and prepared for potential roadblocks, it’s time for Step #3…

Step 3: “When and Where”

When/where will this campaign run?

Outline the campaign scope:

• When will the campaign start?

• When will the campaign end?

• Which tactics from Step 1 will fit your budget?

• Which elements do you need to create?

• What are your deadlines?

Good rule of thumb…

• One person handles budget and media placement – “How much are we spending and where are we spending it?” (The “account exec” role)

• One person handles creative coordination and timelines – “How is this all coming together?” (The “creative” role)

• One person handles timelines and creative delivery - “How will we make sure all this gets out the door on time?” (The “traffic coordinator” role)

Can one person do everything?

Campaign Scope = Outlined!

Once you’ve identified which tactics fit in your budget, how long the campaign will run and who is responsible for each part of campaign creation and delivery, it’s time for Step #4…

Step 4: “Why”

Why should your audience care?

It’s time to find your “hook”…

• Drama

• Humor

• Statistics

• Fear

Grab their attention and stand out!

Brainstorm structure…

• There are no bad ideas! (Yes, really.)

• Keep it appropriate and in good taste – you are representing your brand.

• Can happen individually or in a larger group.

• Check your facts – make sure your information is accurate.

• Google “brainstorm techniques” and find one that works for you.

Don’t force things…

Campaign Why = Created!

Once you’ve arrived at the right “hook” for your PSA campaign and brainstormed creative ways to pull it off, it’s time for Step #5…

Step 5: “How”

How will it all come together?

Will you be hiring someone to create your PSA campaign? If so…

• Write a “creative brief” to share with the team

• Set your budget and clearly convey expectations

• Allow plenty of time for design creation and approvals

How much time is “plenty”?

That depends on the scope of the PSA campaign elements, however…

• 2 weeks for a first draft/look

• 1 weeks for minor revisions

• 2 weeks for major revisions

• Additional production time for photo, video and audio production

• Additional programming time for websites and landing pages

Can you use free stuff?

A quick Google search of your topic could turn up a creative goldmine!

• Does it fit your message?

• Does it fit your tone of voice?

• Is the info current/accurate?

• Is it really free? (Read the rules.)

• “As Is” – can’t be modified.

CDC STD Awareness Resourcesnpin.cdc.gov/stdawareness

• Resources for program planners and prevention partners

• Fact sheets and brochures

• Resources for LGBT

• Info for healthcare provider/practice management

CDC STD Awareness Resourcesnpin.cdc.gov/stdawareness

• Social media toolkits

• Campaign examples

• Fact sheets and brochures

• STD prevention videos

• Widgets and web banners

• Spanish language resources

CDC “GYT Yourself Tested” Campaign npin.cdc.gov/stdawareness/gyt

• Flyers

• Logos

• Posters

• Stickers

• T-Shirts

• PSAs

• Postcards

• Multiple languages

Step 3 Step 4Step 2 Step 5

5 Steps To An Effective PSA Campaign

Step 1

Define Your Scope: When and Where Will The Campaign

Run?

Define Your Target Audience

Focus Your Message – What Should They Do?

Find Your ”Hook”: Why Should Your Audience Care?

Create Your Campaign: How

Will It Come Together?

Summary

1. Defined what a “PSA” is.

2. Reviewed top-level STI Awareness Month stats.

3. Discussed 5 steps to creating a PSA campaign.

4. Outlined ways to identify existing resources.

Thank you!

Thank You to Our Speaker!◦Katie Levitt

CEU: www.ndhealth.gov/HIV/Provider

Next Lunch and Learn: March 27th, 2019 at 12pm CT◦ Best Practices for Including Sexual Health in Primary Care