Health campaigns

Health communication

A group intends to change the life of another group by improving a certain aspect

EducationEngineeringEnforcement

Why

Commercial marketing

Social marketing

Social marketing

How are they discovered:

Quantitative studiesQualitative studiesPersonal reflectionShocking eventsPersonal tragedies

Social problems

The problem is ignoredThe problem is identifiedThe problem enters on public agendaAction is taken

Steps

Data collectionPrimary dataSecondary data

Hierarchy of needs and capacities

Needs analysis

AdministrativeEducationalBehavioralEnvironmental In terms of results

Objectives

What is the target population?What are its needs?What are the subgroups with biggest need?Where are these subgroups?What is currently done for them?How where their needs answered in the past?

Needs analysis

Likely to answer in the same way to a certain stimulus because of common traits

Criteria◦Demographics ◦Geographic◦Medical/ physical ◦Lifestyle, personality, social norms◦Attitudes◦Behavior

Target group segmentation

What are the benefits if a certain behavior is adopted ?

What are the costs? Consequences? Social pressure? Risks? Missinterpretations? Language used by the target group? Special communication needs?

Message

Desired action

Different scenarios

Realistic approach

Message II The results

Emphasize the benefits Reduce the barriers Explain the consequences that can appear if the target

group does not adopt the behavior

Message III - Reward

Manner to transmit the message The messenger

Demonstration Testimonials

Message IV Credibility

Creative methods

Locations where the group spends time

Location + time = context

Channels

Tone

Graphics

Choice of words

Sounds/music

Associated image

Personalize the message – “you”

Verbs – present time

Questions with affirmative answer

Positive message

Level of understanding of the target group

Choice of words

KISS – Keep it simple, stupid

SLIP IT – Smile, Laugh, Informs, Provokes,

Involves, Think

Message

Pretest the:IdeaMessageToneExecution

Pretest

Identify the problemMissionPurposeIdentify the target groupObjectivesChannelsBenefits and barriers (costs) Position on the marketTone, channel, choice of words, sounds

Strategy