Transcript 2. strategic planning from formative research

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. 252-266)
• 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. 225-229)
• 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. 227-8)
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
Step 1: A working group is the core team responsible for
strategic planning and advising.
1. Who should be involved
(stakeholders)?
2. What should be the
campaign goal?
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: 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
6. exams
• I’m a smoker and proud of it
1.
• I stopped smoking last year
5.
• I smoke, but my New Year’s resolution is to quit
3.
• I smoke, but I know it’s bad for me
2.
• I’m on the patch and slowly decreasing the amount I smoke
4.
Which stage would be the best
to target if we wanted to have
behavior change in the greatest
number of people?
Step 2a: Formative research is research that helps
select and understand target audiences.
Needs assessment
Thinking about theory…
• Self-efficacy
• Barriers/Costs
• Benefits
• Demographic/
Sociopsychological
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
Step 2b Example: Stages of Change says certain activities help
people process and move through the stages.
• 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 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. 252-266)
• 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. 225-229)
• 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. 227-8)
At which stage is each best used?