health campaign assignment

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Project SHARE Curriculum: Designing Effective Posters to Promote a Health Campaign

• About the Curriculum
• About the Project
• Introduction to Health Equity
• Social Determinants of Health
• Health Literacy
• Locating & Evaluating Health Information
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• Family Health History
• Preventive Health
• Providers and Doctors' Appointments
• The Importance of Food Labels
• Planning a Nutritious Meal
• Designing Effective Presentations
• Speaking with Impact
• The Elevator Speech
• In Your Own Words
• Introduction to Policy
• Introduction to Advocacy

Designing Effective Posters to Promote a Health Campaign

• Getting Started with Outreach
• National Standards
• Engaging Stakeholders
• Icebreakers/Discussion
• Around Food
• Out of the Classroom
• Videos/Films/Games
• Project SHARE Instructor Survey
• Description & Objectives
• Lesson Plan Documents

Through the Designing Effective Posters to Promote a Health Campaign lesson, students will learn how posters can be an effective tool in a health campaign and will apply useful techniques in creating an effective poster.

Objectives:

• Describe how posters can be effective in a health campaign
• Apply skills and techniques for creating effective posters
• Instructor computer and projector
• Student computers/computer classroom
• Other: PowerPoint, Printer, Poster Board
• Lesson Plan - Designing Effective Posters to Promote a Healthcare Campaign
• Presentation - Designing Effective Posters to Promote a Health Campaign
• Step by Step Poster Guide

National Health Education Standards that Align with the Designing Effective Posters to Promote a Health Campaign Lesson

• 812.1 Utilize accurate peer and societal norms to formulate a health-enhancing message.
• 812.4 Adapt health messages and communication techniques to a specific target audience.

National Strategies that Align with the SHARE Curriculum

Healthy People 2020 Objectives

AH-2      Increase the proportion of adolescents who participate in extracurricular and/or out-of-school activities.

AH-3.2   Increase the proportion of parents who attend events and activities in which their adolescents participate.

National Partnership for Action

Goal 1         Awareness - Increase awareness of the significance of health disparities, their impact on the nation, and the actions necessary to improve health outcomes for racial, ethnic, and underserved populations.

Strategy 2:  Develop and support partnerships among public, nonprofit, and private entities to provide a comprehensive infrastructure to increase awareness, drive action, and ensure accountability in efforts to end health disparities and achieve health equity across the lifespan.

Goal 2:        Leadership - Strengthen and broaden leadership for addressing health disparities at all levels.

Strategy 7:  Invest in young people to prepare them to be future leaders and practitioners by actively engaging and including them in the planning and execution of health, wellness and safety initiatives.

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Developing health communication campaigns

The Health Communication Unit (2007). Overview of health communication campaigns workbook. Toronto, ON: University of Toronto, Dalla Lana School of Public Health.

Description

The Health Communication Unit (THCU) workbook outlines a 12-step process for developing health communication campaigns . Health communication is the process of promoting health by disseminating messages through mass media, interpersonal channels and events. Comprehensive health communication campaigns aim to:

• inform, persuade or motivate behaviour change;
• work at the individual, network, organizational and societal levels;
• target relatively large, well-defined audiences;
• provide non-commerical benefits to society;
• take place during a given time period;
• include a combination of media, interpersonal and community events; and
• involve an organized set of communication activities.

Steps for Using Method/Tool

The "Overview of Health Communication Campaigns" outlines a 12-step process for developing health communication campaigns. Step 1: Get Started This step involves project management of five elements:

• Meaningful participation of stakeholders : Identify key stakeholders and their mandates. Examine the desired directions and stakeholders' perspectives.
• Time : Consider appropriate timelines for pre-planning (Steps 1–4), planning (Steps 5–9), production (Step 10), implementation (Step 11) and evaluation (Step 12).
• Money and other resources : Create an inventory of resources that lists allocated budgets, staff, equipment, space, expertise, in-kind contributions from volunteers and partners and other resources.
• Data-gathering and interpretation : Collect and intepret data to support planning.
• Decision making: Consider what decisions will be required when, by whom and by what process in the planning stage.

Step 2: Revisit Your Health Promotion Strategy The goal of health communication planning is to support the health promotion strategy. Health promotion strategies aim to create change at four levels.

• Individual level change : Outcomes include health behaviours, physical indicators, health status and psychosocial outcomes. Intermediate outcomes that precede changes in health behaviour include awareness, knowledge, attitudes, self-efficacy and skills for behaviour change.
• Network level change : Characteristics of social networks have a profound impact on health. Health communication campaigns seek to influence the nature and quality of information within a network through opinion leaders or other influential individuals. Outcomes can include changes in the flow of information and communication between network members, garnering support of opinion leaders and creating opportunities for virtual sharing and connecting (e.g., diabetic patients who connect through an online group).
• Organizational level change : Organizations are both vehicles for health communication messages and sites for change that influence other levels of change. Outcomes include changes in organizational structure to support individual-level behaviour change, shape organizational policies and influence organizations to become healthy models for other community organizations.
• Societal level change : Societal factors include normative behaviours, policies and physical and information environments that influence health actions at other levels. Outcomes include changes in legislation and mobilizing public opinion to address a health issue.

Step 3: Analyze and Segment Audiences Audience analysis involves developing a solid understanding of intended audiences to create a relevant and effective communication plan. This requires gathering, interpreting and applying demographic, behavioural and psychographic information about target audiences. Audience analysis helps to:

• segment an audience into smaller 'chunks';
• develop priority segments;
• select the objectives most appropriate for an audience;
• select the best channels and vehicles to reach an audience;
• develop messages that are relevant to an audience; and
• easily plan and evaluate your health communication plan.

Segmentation is the process of breaking down a large audience into a smaller number of subgroups that are relatively homogeneous but differ from other groups.

• Collect data on your audience(s) – use focus groups, individual interviews and intercept interviews to collect data.
• Analyze your audience – a series of questions are provided to analyze information on the demographic, behavioural and psychographic characteristics of target audiences (p. 24–25).

Step 4: Develop an Inventory of Communication Resources Assess communication resources available in your community by following these steps:

• Form a group of individuals from your organization or partner agencies to brainstorm available communication resources.
• Develop a list of communication resources (e.g., media, interpersonal communication, events).
• Consider these factors for each resource: the contact person and strength of working relationship, ease of delivering your message through that resource, cost, strengths and weaknesses of the resource.

Step 5: Set Communication Objectives Set communication objectives to support reaching your health promotion program goal.

• List overall health promotion program goal and objectives (Step 2).
• At each level of change, identify communication objectives.
• At some pont in planning, make your objectives SMART ( S pecific, M easurable, A ttainable, R ealistic and T ime limited).

Step 6: Select Vehicles and Channels Select the most appropriate channels and vehicles for your communication campaign.

• Identify how to meet communication objectives at individual, network, organizational and societal levels. For instance, media can meet different objectives at the individual level (increase individual awareness of health issue) and the network level (mobilize inter-agency support).
• Use a combination of media, interpersonal communication and events in your communication campaign. A list of strengths and weaknesses of specific vehicles within media, interpersonal communication and events is provided (p. 37–39).

Three factors influence the selection process:

• Reach – consists of audience size (the number of people who will see the message), multiplicative power (the likelihood the message will interact with other campaign elements to increase the number of people who attend to the message) and specificity (the ability to narrowly reach a defined group).
• Cost – directly related to material development (Step 10).
• Communication objectives – vehicles include media, interpersonal communication and events. Media is most effective for simple messages that do not need feedback. Interpersonal communication are ideal for situations where the audience needs interaction, feedback and the chance to shape the communication. Events reach large numbers of people through the mass media, but provide opportunity for feedback and participation.

Step 7: Combine and Sequence Communication Activities Schedule communication activities on a timeline according to audience needs, opportunities and/or competing messages or events in the local context. This component serves to sustain momentum over the course of the campaign, and also addresses behaviour change if directed at the individual level. Elements of a behaviour change continuum include:

• information seeking;
• attitude formation;
• behavioural intentions; and

Strategies for combining and sequencing communication activities include:

• gradually building communication activities to a grand finale;
• fitting communication activities with the season;
• applying this simple rule: 3 messages, 3 times, 3 different ways; and
• linking with larger issues that are capturing the public agenda.

Step 8: Develop the Message Strategy Define the message elements and approach based on decisions made in previous steps and evidence, and determine the appropriate approach for the message strategy. The three key elements of a health message are:

• What? – Identify the key information to be conveyed. The message may contain factual information, it may break behaviours down into small steps or it may address a concern or problem directly by offering alternatives.
• So What? – Address the reasons or benefits for action that are relevant for the audience. Identify the social, health, psychological, financial and other incentives specific to the intended audience.
• Now What? – Define a desirable and protective action.

In addition, consider these three elements of approach:

• Tone – Should the tone be light or heavy?
• Source – Who should be the messenger?
• Type of Appeal – Should the message be rational or emotional? Positive or negative?

The authors also provide strategies for the structural presentation of a message (p. 47), message content (p. 48) and stylistic presentation of a message (p. 49).

Step 9: Develop a Project Identity The project identity is based on the perceptions people have of your issue or project. It will determine how people respond to your communication campaign. It is critical to determine what makes your initiative distinct, of interest and a benefit to your community. Key elements of your project identity include name, positioning statement, logo and images. Step 10: Develop Materials These steps outline the production of communication materials:

• Assemble your pre-production work (your goal statement, product name, description of product, communication objective, key messages, audience, desired identity of issue/organization, timeline).
• Create a detailed budget for the product.

Step 11: Implement Your Campaign Use the blank template to guide implementation of the communication campaign (p. 59). Some steps for implementation include:

• Create a list of all the selected media outlets to be contacted.
• Inform other related organizations about your initiative.
• Prepare staff and others to respond to inquiries.
• Have enough materials for the campaign to be placed at other channels or distribution outlets.
• Inform professionals in the community of your campaign and prep them for responding to inquiries. Specify how and when specific resouces will be needed and when events will occur in your implementation plan.

Step 12: Complete Campaign Evaluation Evaluation can support communication campaign development:

• Before implementation (formative evaluation) – to describe the audience and determine whether campaign materials are relevant, understandable and acceptable to intended audiences.
• During implementation (process evaluation) – to assess how many people the capaign materials reached and to see if the audience responded.
• After implementation (summative evaluation) – to determine who responded (respondent demographics, who did not respond) and to assess if there were changes in knowledge/attitudes, intentions, actions or policies.

Formative evaluation: Pre-testing draft communication materials is a type of formative evaluation to help ensure that materials will work. Using a variety of methods to pretest materials is an effective way to overcome the limitations of individual methods. Process evaluation: Monitor the progress of a communication campaign through indicators such as tracking number of inquiries, checking distribution points to assess materials used and follow-up with practitioners to determine their capacity to address the issue. Summative evaluation: Assess the impact of the communication campaign on intended audiences. There are three models of summative evaluation for health communication:

• Advertising Model of Evaluation – uses audience surveys to measure exposure, recall, appeal, behavioural intentions and message effectiveness. (p. 72)
• Impact-Monitoring Model of Evaluation – uses routinely collected data from a larger monitoring system or archival source to assess whether the incidence of an issue is changing. (p. 73)
• Experimental Model of Evaluation – uses a group not exposed to the campaign to compare effects of the campaign on the experimental community with the control community. (p. 73)

A table on p.76 provides different options to conduct evaluation activities based on available resources. Appendix A contains additional worksheets for each step (p. 79–99).

These summaries are written by the NCCMT to condense and to provide an overview of the resources listed in the Registry of Methods and Tools and to give suggestions for their use in a public health context. For more information on individual methods and tools included in the review, please consult the authors/developers of the original resources.

We have provided the resources and links as a convenience and for informational purposes only; they do not constitute an endorsement or an approval by McMaster University of any of the products, services or opinions of the external organizations, nor have the external organizations endorsed their resources and links as provided by McMaster University. McMaster University bears no responsibility for the accuracy, legality or content of the external sites.

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• v.7(Suppl 1); 2020 Sep 10

Health communication campaigns: A brief introduction and call for dialogue

Associated data.

This article provides a brief introduction to health communication campaigns as an important method for health promotion. The general approach to campaign development is described and patterns of campaign effects across behavioral contexts are noted. Several high-profile campaigns in the United States are presented as examples and key learnings from each campaign are highlighted. The roles of theory, as well as major types of theories commonly used in campaign research, are also discussed. The article urges greater efforts to document and understand diverse campaign experience around the world.

What is known?

• • Accumulated experience in health communication campaigns highlights a systematic approach to campaign development, implementation, and evaluation.
• • Health communication campaigns have varying effects across behavioral contexts.

What is new?

• • This article introduces the general principles of health communication campaigns and discusses major patterns of campaign effects.
• • Several case studies are presented to highlight critical learnings from these high-profile campaigns.
• • The article urges greater efforts to document and understand diverse campaign experience around the world.

1. Introduction

Communication campaigns are broadly defined as “purposive attempts to inform or influence behaviors in large audiences within a specified time period using an organized set of communication activities and featuring an array of mediated messages in multiple channels generally to produce noncommercial benefits to individuals and society.” [ 1 ] Health communication campaigns have made important contributions to the advancement of public health globally and are often considered critical components of broad intervention efforts, such as cancer and tobacco control [ [2] , [3] , [4] ]. As a way of introduction, this article will briefly describe the general approach to health communication campaigns and highlight some of the underlying communication issues and concerns. A few notable health communication campaigns conducted in the United States will be sketched as concrete examples. The intention of the article is not to provide a comprehensive review of the vast campaign literature, but to delineate a basic framework for meaningful dialogue among campaign researchers from diverse backgrounds. The case studies – as will be apparent later – are also not meant to be examples to follow, but opportunities to develop critical insights that might have relevance in broader intervention contexts.

2. General approach to health communication campaigns

Health communication campaigns are often discussed in the contexts of health education interventions and/or social marketing programs. Although the three types of efforts are often intertwined, important differences exist. Some educational interventions are carried out entirely in clinical or institutional settings without necessarily engaging mass-reaching media. Social marketing programs, on the other hand, often involve marketing tactics beyond communication strategies, such as ways to maximize rewards and minimize costs to incentivize health behavior change. Health communication campaigns can play a central or supportive role in health education and social marketing. But not all health education and social marketing programs include communication campaign activities. In other words, sometimes health education, social marketing, and health communication campaigns are entirely synonymous; but more often they are not, and the distinct concerns of communication campaigns cannot be obscured or overshadowed by the broad principles of health education or social marketing.

Although different research traditions have influenced the growth of scholarship on health communication campaigns, there is a general consensus on the major tasks a campaign should undertake [ 2 , [5] , [6] , [7] , [8] ]. These include: 1) identifying campaign objectives; 2) developing message strategies; 3) disseminating campaign messages through appropriate channels; and 4) conducting systematic research to inform and evaluate campaign activities. More elaborate frameworks exist that further break down or extend these major tasks into smaller steps [e.g., Ref. [ 1 , 9 ]]. For current purposes, however, I will focus on just these four broad categories of tasks.

2.1. Identifying campaign objectives

The determination of campaign objectives often begins with the identification of a target audience or multiple target audiences. Despite their mass reach, health communication campaigns rarely target the general public indiscriminately. Increasingly, campaigns choose to focus their attention on specific subgroups that are likely to yield the best return for campaign efforts. Many considerations go into the selection of a target audience, but two questions seem to be relevant in most contexts. First, who are at risk? Second, who are likely to be responsive to potential campaign activities? Answers to questions like these form the basis of audience selection and segmentation, which are believed to enhance both campaign efficiency and effectiveness [ 1 ].

The ultimate goal of public health interventions is often, although not always, behavior change. For this reason, campaign objectives often represent a systematic understanding of how behavior change is supposed to happen within the target population. Important sources of insights on this front include relevant theory, past intervention experience, and – probably most important – campaign-specific problem and audience analyses. National and/or regional surveillance data based on probability samples are often helpful in identifying important demographic and behavioral characteristics of the target population. To develop deep insights into the potential pathways of behavior change, however, additional research is often needed to assess the audiences’ current knowledge, attitudes, and beliefs, their readiness for change, their communication preferences and habits, as well as relevant social, political and policy environments that may facilitate or hinder behavior change. Learnings from the research efforts are synthesized to inform campaign objectives, which may aim directly at behavior change, or any of its antecedents in the campaign’s conceptual framework. Well-chosen campaign objectives are mindful of the constraints of time, resources, and environmental factors and will look to maximize public health gains within those constraints.

2.2. Developing message strategies

Campaign message strategies fall in two broad categories: content strategies and executional strategies. Content strategies simply mean what informational content the campaign messages should focus on. A critical step in developing content strategies is identifying specific beliefs that matter for the campaign-targeted behavior change. Often termed target beliefs, these are ideas or notions that are strongly associated with the health behavior or behavioral intention in question. At the same time, it is also important that these beliefs still have room for change and are amenable to the construction of strong messages [ 10 ]. Depending on the nature of the target beliefs, a campaign may seek to promote, suppress, or change these beliefs in order to effect intention and/or behavioral change down the road.

Executional strategies are decisions about the packaging of the informational content of campaign messages so that they are well received by the target audience. Creativity is often at the core of these decisions, but there is also substantial research that may be used to inform thinking and strategizing on this front [ [11] , [12] , [13] ]. Some examples of well-researched executional strategies include emotional appeals, message framing, narrative persuasion, and visual representation of risk, to name a few. Although broad conclusions about these message features may or may not be tenable (e.g., framing), evidence in specific health contexts may still be clear enough to inform decision making. It should be noted that content and executional message strategies are not discrete decisions; considerations on one side may greatly influence available choices on the other. Moreover, message strategies are not limited to considerations on the level of individual messages. Sometimes it is the content and structural features of entire messaging systems, and the dynamic change of the systems over time, that requires the most careful strategizing.

2.3. Disseminating campaign messages

Even the most carefully-crafted campaign messages will be useless if they do not reach and engage the target audience. Channels for campaign message dissemination include various forms of media, interpersonal networks, community settings, promotional events, among others. Traditionally, large-scale campaigns have relied on mass media, particularly television, as the primary vehicles for message delivery. With the advent and rapid development of social media, campaigns have become increasingly creative and diverse with their channel strategies, hoping to tap into the vast potential of these new media platforms.

In an increasingly complex informational environment, campaign dissemination should seek to optimize exposure to campaign messages while maintaining message fidelity in the dissemination process. I emphasize the optimization of campaign exposure because there is such a thing as too much exposure – as shown by the National Youth Anti-Drug Media Campaign which will be briefly presented later. More often than not, though, campaigns struggle to generate sufficient exposure and resources should be prioritized in this area to ensure that campaign messages reach the target audience with adequate frequency.

Message fidelity is less of a problem in traditional media campaigns, where the messages tend to retain their predetermined form and content through the dissemination process. In today’s media world, however, information users are increasingly able to redefine the meaning of campaign messages through commenting, reposting, and sometimes parodying. Although audience engagement is in principle a favorable campaign outcome and can work to amplify campaign reach and influence, negative user interpretation and reframing could nevertheless work against a campaign in powerful ways. Careful planning, diligent monitoring, and nimble adjustments are needed to protect message fidelity and ensure audience engagement as intended by the campaign.

2.4. Conducting systematic research

While the previous three tasks often occur in sequence, research is needed throughout the campaign process. Campaign research typically falls into three categories: formative research, process evaluation, and outcome evaluation. As already alluded to in previous sections, formative research includes efforts to understand the target issue and audience and to aid campaign message development. Both qualitative and quantitative methods can be productively used for these purposes. Whenever possible, campaign developers should try to gather both types of evidence to triangulate research insights. For example, preliminary message concepts may be pretested using focus groups, while rough-cut advertisements can be further tested using controlled experiments.

Process evaluation documents the implementation of the campaign and assesses the extent to which campaign activities are carried out as intended. Approach to process evaluation varies greatly and often includes analysis of campaign records and audience tracking surveys. Regardless of methods, process evaluation generally looks to monitor campaign reach, dosage, message fidelity, and sometimes audience engagement over time.

Outcome evaluation answers arguably the most important question for a campaign: Has the campaign worked? Unfortunately, for a variety of reasons, most notably lack of resources, outcome evaluation is often overlooked in health communication campaigns, leaving doubts as to whether all the other investments in the campaign have paid off. Outcome evaluation is a challenging endeavor because campaign effects are often small and difficult to detect. The setting of real-world campaigns also makes it very challenging to implement highly controlled research designs, such as randomized controlled trials. But a range of other designs exist to provide meaningful answers to the campaign effectiveness question, such as pre-post comparison, longitudinal cohort design, interrupted time series, etc. [ 14 ] Campaign evaluators should be cognizant of the relative strengths and weaknesses of these designs and be tolerant of the imperfect but useful answers they produce.

3. Effects of health communication campaigns

The contributions of health communication campaigns to public health are well documented [ 4 , 7 , 14 ]. Without going into details, two general observations can be made about the pattern of campaign effects recorded in the literature. First, the ability of health communication campaigns to change health behavior is typically modest. A meta-analysis of mediated health campaigns conducted in the United States found that the average campaign effect on behavior is r = 0.09 (95% CI = .07-.10) [ 15 ]. By statistical standards, this is a rather small effect size. This finding should be viewed in a balanced perspective, however. On one hand, campaign designers and funders should hold realistic expectations of what a communication campaign can accomplish when it comes to behavior change. On the other hand, even a modest effect size for a large-scale campaign can still translate into thousands or even millions of people changing their behaviors for the better. This latter outlook has more direct public health significance and should probably be privileged when assessing the value of communication campaigns in the promotion of population health.

Second, campaign effects vary significantly across behavioral contexts. The same meta-analysis referenced above found that media campaigns had larger effects in areas such as seat belt use ( r  = 0.15) and oral health ( r  = 0.13) than in areas such as sexual health ( r  = 0.04) and mammography ( r  = 0.04) [ 15 ]. Another comprehensive review of the campaign literature concludes that evidence for campaign effectiveness can be considered strong in some contexts such as tobacco control and road safety, moderate in others such as physical activity and nutrition, and weak or nonexistent in still others such as alcohol consumption and breastfeeding [ 16 ]. Reasons for such heterogeneity are many, including the nature of the behavior (e.g., one-off vs. ongoing), level of enforcement support (e.g., road safety vs. sunscreen use), priority in resource allocation (e.g., tobacco vs. rare disease prevention), among others. Overall, this pattern of results suggests that health communication campaigns are highly contextualized endeavors. Campaign design and evaluation need to be cognizant of and responsive to the unique characteristics of the target behavior context.

4. Campaign examples

Many lessons can be harvested from the past experience of health communication campaigns. Comprehensive treatment of these lessons can be found elsewhere [ [3] , [4] , [5] , 7 , 14 ]. For illustrative purposes, a few notable campaigns conducted in the United States will be briefly described below. Key takeaways from each campaign will be highlighted, not as a systematic demonstration of campaign principles, but as context-specific food for thought.

4.1. Back to Sleep Campaign

The Back to Sleep Campaign was launched in 1994 in the United States to reduce sudden infant death syndrome (SIDS), also known as “crib death.” Research shows that when infants are placed to sleep on their stomachs, their risk of dying form SIDS increases significantly [ 17 ]. The Back to Sleep Campaign aimed to educate parents, family members, child care providers, health professionals, and all other caregivers of infants about ways to reduce the risk of SIDS, particularly the importance of putting infants to sleep on their backs. Campaign messages were disseminated by direct mail, interpersonal channels (e.g., through heath care providers), and TV and radio spots. Evaluation research showed that, between 1992 and 2002, the percent of infants placed to sleep in the prone position decreased from 70% to 11.3%. Coincidentally, the incidence rate of SIDS death dropped from 1.2 to .57 deaths per 1000 live births during the same period [ 18 ]. This campaign has since been rebranded as Safe to Sleep and is continuing to educate the public about the SIDS and other sleep-related causes of infant death.

Many consider the reduction of SIDS rate since the beginning of the Back to Sleep Campaign a great public health accomplishment [ 19 ]. A key reason for its success is the unique nature of the health behavior it sought to address. First, putting infants to sleep is a simple behavior that caregivers have almost complete control over (as long as they are willing to perform it). As such, it incurs little cost in terms of physical exertion, financial burden, or inconvenience that are often important barriers in other intervention contexts. Second, the behavior is directly tied to infant safety, an issue of paramount importance to caregivers. This offers the campaign a range of advantages in the communication process, such as heightened message attention, deep and careful consideration of the learned information, strong memory, and high congruity between intention and behavior change. This campaign is a prime example where the “right” target behavior paves the way for campaign success.

4.2. The Real Cost Campaign

The Real Cost is an ongoing tobacco education campaign conducted by the United States Food and Drug Administration (FDA), targeting primarily youth and young adults [ 20 ]. The campaign was launched in 2014 and focused on the prevention of cigarette smoking among youth in its initial efforts. The campaign has since expanded its coverage to include also smokeless tobacco and electronic nicotine delivery systems (ENDS). For cigarette smoking prevention, The Real Cost targets two specific youth groups: nonsmokers who are at risk of initiation and experimental smokers who have yet to progress to established smoking. Advertisements for the campaign were developed based on systematic formative research [ 21 ] and aired on national TV, radio, the Internet, out-of-home displays, social media, in mobile gaming and magazines, and at movie theaters. Evaluation research shows that the campaign had broach reach [ 22 ], was well received [ 23 ], and prevented up to 587,000 youth aged 11–19 from initiating cigarette smoking within its first two years [ 24 ], saving not only thousands of lives, but also billions of dollars for the American society [ 25 ].

While many lessons can be learned from The Real Cost, none is probably more powerful than the fact that a serious, well-funded, and sustained tobacco education campaign can bring about substantial public health and economic benefits. Tobacco control is an urgent public health need around the globe. Take China for example. More than half of China’s adult men smoke and every one in three cigarettes manufactured in the world is consumed in China [ 26 ]. Every year, approximately one million Chinese citizens die from tobacco-related diseases – around one in six of all such deaths worldwide. If the current smoking trends continue unabated, tobacco-related death toll in China will reach three million a year by 2050 [ 26 ]. China has made significant strides in tobacco control in recent years, including increased taxation and smoking ban in various places and communities. But so far it has fallen short on many of the requirements set forth by the World Health Organization Framework Convention on Tobacco Control [ 27 ]. In particular, it has yet to fully tap into the power of mediated communication to educate its public about the many health risks and other costs associated with smoking. To reduce the public health burden of tobacco in China, sustained communication campaigns both locally and nationwide may be important measures to consider.

4.3. National Youth Anti-Drug Media Campaign

One of the most expensive health communication campaigns ever conducted in the United States is the National Youth Anti-Drug Media Campaign [ 28 ]. Between 1998 and 2004, the U.S. Congress appropriated nearly $1 billion for the campaign, which aimed at curtailing illicit drug use among America’s youth. The primary target audience of the campaign included at-risk youth nonusers and occasional youth users; heavy users were not expected to be influenced the campaign. Campaign advertising appeared in a range of media channels, including television, radio, websites, magazines, and movie theaters. A comprehensive social marketing program, the campaign also included extensive organizational partnership and community outreach. A significant portion of the campaign’s budget went into media buy, which was expected to generate exposure to 2.5 campaign ads per week among its target audience. Despite heavy investment and careful planning, the campaign failed to produce the expected outcomes among youth. Not only that, there is evidence that greater exposure to the campaign was associated with greater pro-marijuana social norms and increased intention to use marijuana at a later point in time [ 28 ].

The biggest lesson from the National Youth Anti-Drug Media Campaign is probably that campaigns can and do fail. In many ways this campaign was well positioned to succeed: it had strong political support, ample resources, vast scientific expertise on its advisory board, creative muscles from top advertising agencies, broad-ranging partnerships and community support, as well as well-planned research efforts. Yet it still fell short of its objectives and produced boomerang effects on important campaign outcomes. A long-standing principle in public health intervention is “Frist do no harm.” The National Youth Anti-Drug Media Campaign shows that this principle is just as important to bear in mind in health communication work as in other domains of health promotion.

Another, more specific, lesson from this campaign is that campaign messages may convey information beyond their literal content. One potential explanation for the campaign’s unintended effects is that its messages might have led youth to infer that drug use was commonplace. Indeed, most youth during the campaign period did not use drugs and probably were not interested in initiating either. The constant bombardment of anti-drug advertisements, however, might have convinced them that many of their peers were using drugs. Influenced by this misperceived norm, some youth might then become inclined to initiate use just to fit in. There is some evidence in support of this reasoning [ 29 ]. Focusing on exposure, this possibility suggests that more is not always better. Too much exposure may generate meta-messages about the risk behavior in question that may or may not work in a campaign’s favor.

5. The role of theory

The discussion so far has focused primarily on the practice of health communication campaigns, although the importance of research has been highlighted repeatedly. To approach health communication campaigns as a scientific endeavor, the role of theory cannot be overlooked. A range of theories have been used to guide the development and evaluation of public health campaigns. A thorough discussion of individual theories is beyond the scope of this article. In what follows, I will briefly note the general kinds of theories that campaign practitioners and researchers have found useful.

The most visible type of theories in the campaign literature are probably behavioral theories. This comes as no surprise because health communication campaigns are often aimed at inducing behavior change. To that end, it is imperative to develop a systematic understanding of what drives behavior and how behaviors can change. Influential theories in this category include the theory of reasoned action, theory of planned behavior, social cognitive theory, health belief model, and transtheoretical model (or stages of change model). These models provide valuable insights into the cognitive processes and social-environmental factors that influence behavior and behavior change. As an example, the theory of planned behavior [ 30 ] contends that the best predictor of behavior is behavioral intention. Intention itself is predicted by attitude, subjective norm, and perceived behavioral control, which in turn are predicted by their respective underlying beliefs. To change behavior, a campaign can take many different routes. But fundamentally, it is all about changing beliefs that can eventually induce the most change in the target health behavior.

A second type of theories that are often used in campaign development and research are communication theories. These theories provide systematic accounts of the communication processes and effects involved in health communication campaigns. Within this broad category, there are many different theoretical foci. The elaboration likelihood model [ 31 ], for example, is a widely used persuasion theory that illuminates the different modes of information processing the audience might engage in when they encounter campaign messages. The extended parallel process model [ 32 ], for another example, addresses a very specific message design issue, that is, how to appropriately leverage fear as a source of motivation to engender health behavior change. Other theories, such as agenda-setting [ 33 ], are useful in campaign efforts to mobilize public and policy support through media advocacy. Yet other theories, such as diffusion of innovation and opinion leadership [ 34 ], can be used to inform strategies to disseminate and amplify campaign messages through existing social networks. The possibility of engaging communication theory in health campaign work is endless and efforts to test and advance theory in this unique communication context have been increasing over the years.

In addition to behavioral and communication theories, other types of theories can also inform health communication campaigns. Psychological theories, for example, can provide critical insights for audience segmentation and targeted messaging. Ecological public health models and sociological theories may shed important light on supra-individual mechanisms of change that a campaign may seek to leverage. Regardless of its origin, any theory that holds promise to enhance campaign effectiveness is a theory worth considering and investigation. Without theory and theory-guided research, health communication campaigns will remain largely an undertaking by trial and error and knowledge growth in this area will stay scattered and inefficient.

6. Conclusion

The goal of this article is to provide a brief introduction to the general practice of health communication campaigns, with a few notable campaigns from the U.S. as illustrative examples. This cursory discussion is necessarily incomplete and does not do full justice to the richness of the literature in this area. It is hoped, however, that this introduction could trigger greater interest in health communication campaigns within the nursing sciences and other relevant disciplines. Moreover, much of what we know about health communication campaigns is based on research conducted in a small number of countries, particularly the U.S. Health communication campaigns have a long and storied history around the globe. We need systematic research to document and understand culturally defined campaign experiences in international contexts. We also need efforts to open and sustain dialogues among campaign researchers from diverse national and disciplinary backgrounds.

Declaration of competing interest

Acknowledgement.

The author gratefully acknowledges Dr. Jing XU for organizing the “Healthy China” & Health Communication International Conference and her assistance in the development of this essay.

Peer review under responsibility of Chinese Nursing Association and MHM Committee.

Appendix A Supplementary data to this article can be found online at https://doi.org/10.1016/j.ijnss.2020.04.009 .

Appendix A. Supplementary data

The following is the Supplementary data to this article:

• Task: Create a health communication campaign infographic and answer questions about its implementation.
• Purpose: Promote a health message for your target audience.

Instructions

Review your target audience and main health message

Review infographic examples from this week's study materials, and map out the different elements you plan to use in your infographic. Many infographics can be complicated in their layout and design. You are not required produce these kinds of professional-level infographics. It is recommended to use and modify a template if you are new at this kind of work.

Decide on a design for your infographic. Your infographic should be simple. To keep your design simple and focused, your infographic must include the following items:

• At least three data points or actionable steps represented visually
• Limit of three to five colors whenever possible
• Easy-to-read text/fonts
• A call to action (the information in the infographic should prompt awareness of your health campaign issue.)
• Plain language and avoided jargon or complex words.
• The target audience is obvious to the reader, i.e., healthcare workers

Review the rubric for this assignment to understand how your infographic will be assessed.

Study this annotated infographic to help you understand what the minimum requirements look like for your own infographic.

Select an application to design your infographic.

Create your infographic. It may be helpful to sketch out your ideas on paper before creating your digital version of your infographic.

Save your infographic either in the jpeg or png file format.

Share your infographic with a family member(s) and/or friend(s) to see whether they understand the message presented in the infographic. Make changes to your infographic based on the feedback you received from your family member(s) and/or friend(s).

Submit your infographic for peer review.

Instructions: Peer Review

• Watch the tutorial on how to complete a peer review in I-Learn.
• On the date of the peer review, access this page.
• Write down the names of the two people you have been assigned to, and will peer review so that you have their names for when you go to complete the accountability quiz.
• Click on your peer review assignments. You will do two, both of which will show up on the right side of this page.
• Review your assigned infographics using the rubric and readings for this week.
• Provide your classmates with meaningful feedback (likely a few paragraphs in length) that can be used to improve their infographic for the final draft.

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Public Health Campaigns That Change Minds

November 8, 2016 

In order to compete in this increasingly competitive and complex environment, those of us in public health must make the science and art of communication as integral a part of our everyday activities as the science of epidemiology and disease control.” – Patrick Remington, author of  Communicating Public Health Information Effectively

How do you motivate an individual to quit smoking? Persuade a community to vaccinate their children? Incentivize a whole nation to eat better?

These types of questions are at the heart of every health communication campaign, which aim to change how people think about their health and simultaneously provide them with the resources and incentives to improve it.

Health communication professionals who spearhead these projects play a powerful role in curbing harmful behaviors and promoting good ones among at-risk communities and individuals. Creating an effective campaign isn’t just a matter of raising awareness, though. These initiatives are carefully structured to ensure that they’re effective in addressing the health challenge they set out to solve.

Ingredients for a Successful Public Health Campaign

In  Essentials of Public Health Communication , Claudia Parvanta outlines  how health communication campaigns are constructed  with the ecological model in mind. That approach takes into account not just physiological health variables, but also social and cultural factors that influence health on a variety of levels. These include individual behavior and physiology; family, community and social networks; living and working circumstances; and state, national and global conditions.

The size and reach of a campaign depends on the scope of the problem being addressed. Campaigns that seek to change behavior on a national scale, for instance, need to address more ecological levels than ones working to address a public health problem specific to a particular city or town. So how is a successful communications campaign put into motion?

Parvanta describes the process as a wheel that is in constant motion. Before anything else, campaign leaders need to determine whether there is sufficient evidence to suggest that a health problem definitively exists within a certain population. If so, they then need to determine if interventions have been conducted in the past and, if so, whether they were successful. In addition, they must identify whether those strategies can be improved or adapted in the current intervention.

Development

The development phase of a campaign helps identify its objectives and the desired behavior changes or attitudes leaders hope to effect among the target population. The development stage also ensures that the campaign’s messaging and materials account for the psychographics of a given audience — not just who they are, but what they value and why. Understanding  why  a harmful behavior or attitude exists is crucial to reversing it.

Evaluating whether a campaign has actually succeeded in changing behavior is a rigorous but crucial part of any intervention initiative. In addition, continued funding and support for many campaigns can depend heavily on whether it has been demonstrably effective. The challenge lies in not only measuring the reach of a campaign, but also determining whether the messaging results in the desired and intended behavior change.

The CDC advises intervention teams to  make evaluation an ingrained part of a health communication plan  throughout its execution, rather than something that is “tacked on at the end.” They identify two types of evaluation: formative and summative. Formative evaluation typically takes place during a campaign’s development or in early implementation stages, and provides information about how the intervention process could be revised or improved. Summative evaluations tend to occur at the end of an operating cycle. Findings from this type of evaluation identify the outcome or impact of the program, and are used to decide whether a program should be adopted, continued or modified for improvement.

Proper evaluation and the right combination of tools, says Patrick Remington, author of  Communicating Public Health Information Effectively , is key to initiating sustainable behavior change.

“Knowledge and implementation of health communication principles can greatly enhance the practice of public health,” he writes. “Fundamentally, health communication emphasizes the importance of communicating (why), the audience, and the message to be communicated, and it stresses the need for a plan of action. Public health professionals must understand their audiences and the environments in which they operate; this is a key tenet of successful health communication.”

Improved Health Through Better Communication: Case Studies

How do these processes work in practice? In this digital age, health communication and social marketing are finding new and more creative ways to encourage long-lasting behavior changes that result in better health. Following are two examples of U.S.-based intervention campaigns that successfully changed the behavior of their target audience and improved public health outcomes.

Campaign:  truth

Issue:  Smoking

Year Founded:  2000

Borne out of successful youth-focused anti-smoking pilot programs in Florida, Massachusetts and California, the truth campaign was produced and funded by the Truth Initiative. The Initiative (formerly the American Legacy Foundation) is a nonprofit that was established in 1999 under the Master Settlement Agreement between the country’s five largest tobacco companies and 46 states, the District of Columbia and five territories. The campaign became a household name during the early 2000s for its unyielding illustration of tobacco-related harm.

Truth used a tactic known as countermarketing, which seeks to decrease demand for a product — like cigarettes — by using traditional marketing strategies to highlight that product’s shortcomings. In this case, countermarketing was used to show what might have happened to the tobacco industry’s iconic Marlboro Man if he kept up his smoking habit. One of the campaign’s most recognizable ads focuses on a “singing cowboy” — intended to closely resemble the Marlboro Man — whose addiction led to a laryngectomy. The cowboy now must rely on an electronic voicebox to sing and speak.

The results:  Several studies found that  the original pilot campaigns reduced the likelihood that youths would continue to smoke later in life  or start smoking at all. Another study found that the vast majority of youth in the state ages 12-17 could recognize at least one of the campaign advertisements. A study in the March 2005 issue of the American Journal of Public Health found  the truth campaign led to declines in teen smoking rates  nationwide.

Campaign:  Man Therapy

Issue:  Substance abuse and suicide among men

Year Founded:  2012

As of 2012, men ages 24-54 accounted for the largest number of suicide deaths in Colorado. In an effort to offset the stigma that discourage men from seeking help — namely that asking for help isn’t “masculine” — the Colorado Office of Suicide Prevention collaborated with the Carson J Spencer Foundation, a nonprofit dedicated to suicide prevention among working-age people, and Cactus, a Denver-based creative advertising agency, to create the Man Therapy campaign. The initiative — a multifaceted, web-based resource that features a fictional character named Rich Mahogany — uses humor to reach its target audiences. The  goal of the Man Therapy campaign  “is to provide men, and their loved ones, a place to learn more about men’s mental health, to examine their own wellness and to consider a wide array of actions designed to put them on the path to treatment and recovery.”

In planning the campaign, leaders sought to change a series of attitudes — such as reducing stigma around mental health conditions among men — and behaviors — such as increasing the number of men who self-screen for mental health conditions. In addition to humorous videos, the site features resources that allow men to learn more about their mental health, such as an 18-point head inspection, a suicide prevention therapist finder and an online support group. Visitors can also send resources and cards to men they may know who are struggling.

In  an interview with  The New York Times,  Cactus chief executive Joseph Conrad said, “the stigma around mental health for men is even greater than it is for the general population. We thought humor would really crack that stigma and draw men in.”

Results:  To better understand the effectiveness of the campaign, implementers of  Man Therapy evaluated its outcomes  using three strategies: website analytics, pop-up survey questions and in-depth survey questions. Eighteen months after launch, more than 19,000 visitors had accessed crisis information using the site, and nearly 20,000 had used the “Worried About Someone” resource. Close to 60,000 18-point head inspections were completed. The pop-up survey found that 83 percent of visitors would recommend the site to a friend in need, and 51 percent agreed or strongly agreed that they were more likely to seek help after visiting the site.

Pursuing a Career in Health Communication

As chronic and infectious — but preventable — diseases continue to threaten public health in the 21st century, the need for targeted, nuanced health communication will remain high. Interventions that consider social and cultural determinants of health have the ability to improve wellness for individuals and large communities alike. Professionals in this field can build careers in a variety of environments, from private firms and insurance companies, to large government agencies and nonprofits.

Are you considering a career in this field? Learn more about the  health communication  focus area offered through  MPH@GW .

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Citation for this content: MPH@GW, the  online MPH  program from the Milken Institute School of Public Health at the George Washington University

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Young African Leaders Initiative

Creating a health awareness campaign is an effective way to prevent the spread of diseases affecting your community. For example, community members can help prevent HIV transmission and create positive environments for people already infected by the virus by spreading the right information throughout the community. Here are some tips on planning an awareness campaign in your community.

• Identify existing community groups and institutions working on the topic you want to address. Learn about the work they already are doing that could contribute to your campaign and assess their reputation in the community to decide if they can contribute positively to your campaign.
• Find out how people learn and to whom they listen. Find out what motivates the intended audience and what is important to them. How are health messages best conveyed? Who conveys them? Is a radio campaign a good idea to spread information?
• Use interpersonal communication to reinforce messages communicated through mass media. If you do organize a radio campaign, adding a person-to-person exchange of information can make a great deal of difference in how people remember and internalize the messages you want to communicate.
• Expect and accept initial resistance by community leaders and allow them to engage in conversation with you on their own terms. Avoid confrontation. However, you can support those who, in their efforts to affect change, may be willing to push the edge of social norms.

If you are creating an HIV/AIDS-focused awareness campaign, keep the following tips in mind:

• Identify perceptions of HIV/AIDS. How do people talk about HIV/AIDS and other sexual issues? Are people comfortable talking directly about sexual issues or do they talk about them indirectly? How susceptible do people believe themselves to be to AIDS? What are the beliefs about who gets AIDS? Knowing the answers to these questions can help you best shape your campaign.
• Use positive motivational messages. HIV/AIDS needs to be seen as a disease relevant to everyday life. Fear-based messages demonize those affected and are less likely to change behaviors.

Have you joined #HealthyUg yet? Take our quiz and learn more at yali.lab.dev.getusinfo.com/health .

Adapted from information contained in the Peace Corps booklet HIV/AIDS: Integrating Prevention and Care into Your Sector.

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Health Promotion Campaign; How to write objectives and evaluate the success of a campaign

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26 February 2024

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Two presentations; One on the method behind a campaign and one about evaluating it’s success. There is guidance and examples about writing objectives and questions to test these for a campaign as well as a 10 participant, 10 questions tally sheet.

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Guide to Developing a Health Communication Campaign

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Unit 29 Health Promotion Campaign Assignment

Introduction

This Unit 29 Health Promotion Campaign Assignment is aiming to choose a specific community or socio economic group residing in UK and discuss their health promotion needs and identify the factors which might influence them. In this assignment any health related inequalities would be identified and barriers to the access would be evaluated. Further health promotion plans and objectives would be discussed and their impact would be evaluated. Socio economic group which has been identified for this assignment is African migrant population residing in UK which is a relatively low income group with less access and awareness about health care and health promotions.

1.1 Explain the effects of socioeconomic influences on health.

African migrant population of UK is one of the lowest income group communities and mostly they are working on minimal wages or sometimes even less than that illegally. They migrated to UK because of civil unrest in home countries, lack of employment, low income and lack of education, health care etc.

UK is a preferred destination of migration for these population and they find it much easier to live a peaceful life in UK. However their continuous inflow creates a pressure on the resources of the country including their health care system. It is observed that there is a different in the awareness level and education of the community with the average standard of the rest of the population and it creates a significant impact on the occurrence and prevalence of the disease and their progress. For example in African population prevalence rate of HIV infections and AIDS is highest in UK because their lack of awareness about its spread and there is also less information about safe sexual relationship etc. similarly there are higher number of mal nourishment, large families and higher problem of drugs, habits and alcoholism in African migrant population. Socio economic factors like lack of employment, lesser income and supporting large families tend to make an impact on the health of families (Starfield, 1998). 

1.2 Assess the relevance of government sources in reporting on inequalities in health.

Government sources like annual reports of National health services, reports form CQC, WHO reports and reports of NGO like Red Cross etc. would be highly beneficial for assessing the current health status of specific community groups and populations. All though reports of government are reliable and major decisions are taken on the basis of these reports but reports from other agencies which are both government and non-government tend to provide a reference point for comparative evaluation. Government reports would be able to provide the itemized information about the education level, age groups, income levels and even gender differentiation when it comes to distribution of diseases and prevalence in different strata’s of society. Health inequalities could also be reported through geographical distribution of the socioeconomic groups. It is observed that most of the people who belong to low income group are residing in boroughs or sub urban or rural centres of the country while the middle and upper income group would be residing in geography with better access to health care services. This type of geographical distribution can be identified through government reports only and it is also observed that they can be used to form a solid base on which new research projects can be designed. One thing which has been cautioned by many authors and independent experts is that in government reports there might be some bias in presenting the health inequalities in their population because it becomes embarrassing for the government to accept that they are not able to provide proper social justice. Thus it is always recommended that health inequalities should be measured through independent agencies as well and it should be verified by conducting real time on the field testing and comparison (Andersen, 1995).

1.3 Discuss reasons for barriers to accessing Healthcare

Access to health care in a uniform and equitable manner is one of the fundamental rights of all citizens of a country and UK takes pride in ensuring that residents of their country have access to a quality health care services. However it is also observed that there are inequalities between different social groups and communities when it comes to access to the health care services. These inequalities are caused because there are many physical, psychological and perception barriers among different groups. First and foremost physical barrier is the geographical location of the population. As it is observed that low income group tend to live in remote location availability of clinics and doctors in those regions is low and there is less patient to doctor ratio in those populations. It is a vicious cycle because of fewer patients interested in getting health even private doctors and hospitals are not interested in working in these areas.

Second barrier in health inequality is the education level in general among the target population. Lack of education reduces their chances of getting a higher paying employment and less income would again turn into less disposable income to be spent on the health care. It is also observed that lack of education equates into lack of information about infectious diseases, life style disorders and unhealthy behaviour and choices that are being made by them with respect to their body (Ryan & Deci, 2000).

Third barrier in access to health care services is the rising cost of health care services in UK. Many immigrants and member of this socioeconomic group are either not residing in country legally or many of them do not have proper social security and insurance for themselves. Having a less than minimal wage job also results into no employee security or health care coverage thus further reducing their access to the health care users services. Private hospitals and clinics which require direct payment to the service provider are very expensive and this socio economic group would avoid visiting them. It is important that government should either make their legal status proper for getting health care services or there should be provision for even those people who are in a legal entanglement regarding their residential status that they should have access as well of health care system.

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Healthy population is a soul of any country. Government, various NGO’s, community welfare workers are trying hard to create awareness among the citizens towards the benefits of being healthy. In today’s world obesity is a biggest disease to fight for. Many community workers and NGO’s are working hard to spread the information about the various diseases which are born because of obesity like heart diseases, diabetes, osteoarthritis, breathing problem etc. The NGO’s, Community welfare workers, society welfare workers have started many programs like yoga classes, morning walk group, meditation classes etc. to help them control the increasing weight.

3.1 How health beliefs relate to health behaviour theories

Health belief model is related to the change in health and behaviour of a person and the impact on his psychology, whereas, health behaviour theories explains the reason behind the change in behaviour of a person during his illness. Both the theories are inter-related with each other, as one identifies the change in health behaviour and other answer to why it is changed. Health belief model’s study recommend about change in health problem, patients perception towards positive results, hurdles in getting treatment, lack of self-confidence etc. but health behaviour theories  focuses on the factors which lead to change in health behaviour like environmental , behaviour  or personal change etc. both the theories or models focuses on promoting and providing improved health services. Like in case of obesity patients, with the increase in weight and health related problems make patient feel bad about themselves, they become de-motivated and irritated, loses their confidence, and feel awkward in going out in public, reason for the change in behaviour of a patient suffering from obesity is society, work place. People don’t treat them equally, they make fun of them, wherever patient person goes, people start advising them or taunt them. Instead of blaming them people should start supporting them, make them feel that their families and friends are with them. Obesity patient should take care of themselves as there are many more diseases related to the obesity, if weight is in control, hen other diseases are also in control.

3.2 What are the possible effects of potential conflicts with local industry on health promotion?

Health is becoming a major issue in a person’s day to day life. To aware people about the health and wellbeing is the major requirement of today’s world as, a lot of diseases are spreading in the society at a fast rate. Life style and eating habits is the main cause for most of the disease like diabetes, hyper tension tec. Thus it is very important to take appropriate decision and measures to make improvement in the life style of the people. It is observed through studies and investigations that eating of junk food, oily foods and intake of higher calories is one of the major causes of increasing obesity in the society. To ban this impact Government and Non-government concept of organisations emphasizes to ban the food products which cause health problems in the society. But the companies have their view points and arguments like the ban on the companies and its production would make many employees who depend on these companies will become unemployed. To solve this problem certain harmful ingredients could be removed from the product and the proper list of ingredients and their nutritional value could be given on the packets to make the population aware of this thing. More over government should keep checking the food locusassignments.on regular basis which would limit the companies on the use of harmful products.

3.3 The importance of providing health related information to the public

 It is really important to spread the health related information to the public through various seminars, health session, pamphlets, TV shows etc. Our living standard, food habits, living habits, surroundings etc. have a great impact on our health, if a person eats oily food, frequent smoker, lives in a polluted environment etc., then person is more prone to get sick instead of getting better. People should know the consequences of not living in a clean surrounding, they can catch any infection easily, diseases are more likely to spread faster in such surrounding, and new diseases can happen, symptoms are rarely visible in some diseases (Bunton and Macdonald, 2002).

Many of the diseases are inter-related to each other, for example sugar or diabetes can lead to kidney failure, neurological diseases can destroy the liver but Obesity can give rise to many diseases like high blood pressure, heart related diseases, thyroid, arthritis, diabetes etc. People suffering from obesity should start eating healthy; less oily, exercising, attend yoga classes, join sports club etc.

If health information like what type of food to it, how a person’s surrounding should be, how to stay fit, what to do if a person is suffering from what type of disease etc. is not provided to the public then there are chances to get cheated  and with wrong lifestyle, health of a person keep getting deteriorate.

4.1 Plan health promotion campaign to meet objectives of it.

Action with a vision can change the world and a successful health promotion campaign can change the lives of millions. The objective of any health promotion campaign is to create awareness about importance of health in public. In the busy schedule of life, people forgot the importance of health and staying safe. The advertising company and sponsoring company, society etc. create a layout of the campaign which would help the advertisers to create a successful campaign. The advertisers create a plan which includes:

• Clearing of the vision: need of the campaign, how it should look like, when they want it, and most importantly the topic or base of the campaign, all this points should be clear with the campaign operations management team.
• Design the idea: The creative team of health promotion campaign should create an idea. The idea should be clear and doesn’t hurt anybody’s sentiments. As it is the most important part of the planning process, it should be done with full concentration.
• Formulation and solution of the problem: while planning the health promotion campaign, management team should formulate and eliminate the future barriers. Though unseen hurdles can’t be eliminated but can be solved at that moment.
• Resourcing: the required resources should be first listed and then collected or generated for the successful campaigning. All the supportive equipment should be kept on standby if needed (Tones and Tilford, 2001).
• Implementation: the idea formed is now implemented. It requires all the strategies and intervention of the campaign which will make them successful in the market.
• Audience feedback: it is the last stage of planning, sponsoring company takes feedback from the audience about the campaign, and if the audience is satisfied and understood their basic concept then the campaign is considered successful, if not then campaign is failed.

4.2 How the health promotion campaign support health promotion strategies characteristics

Health promotion campaigns act as a base for the health promotion strategies. The main objective of health promotion strategies is to prioritise the importance of health in a person’s life. The feedbacks from the audience help to decide the further strategies for health promotion. Main motive of campaign is too aware the individuals and enable them to take the necessary measurement to control the obesity. Health promotion campaign has already created the environment that supports the health care in persons’ life and measures which taken to maintain the health. Health promotion campaign includes the measures such as meditation and yoga campaign which helps in decreasing the stress level of the patients (National Centre for Health Statistics, 2000).

This Unit 29 Health Promotion Campaign Assignment could be explained as the processes which are adopted to motivate the people to be aware and conscious about the health care as it is said that health is everything and one could not live happily without sound mind and body. The main objective of health promotion is to help the population to achieve physical, mental and social wellbeing. Different health behaviour theories are also propounded by the authors to explain the response and attitude of the patients towards different strategies adopted for the health care. Health promotion campaigns are also organised by local, national and international agencies to motivate and involve people towards the health care (Lucas and Lloyd, 2005).

Andersen, R. M. (1995). Revisiting the behavioural model and access to medical care: does it matter?  Journal of health and social behaviour , 1-10. Bunton R, Macdonald G. (2002). Health promotion: disciplines, diversity, and developments (2nd Ed.). Routledge.  Glasby, J. (2012).  Understanding health and social care . Policy Press. Hare, D. J., (2004). The health and social care needs of family carers supporting adults with autistic spectrum disorders.  Autism ,  8 (4), 425-444. Johnson, R. J., & Wolinsky, F. D. (1993). The structure of health status among older adults: disease, disability, functional limitation, and perceived health. Journal of health and social behaviour , 105-121. Lucas K, Lloyd BB (2005). Health promotion: evidence and experience. SAGE. National Centre for Health Statistics, (2000). Prevalence of overweight and obesity among adults: United States. Available from: www.cdc.gov. Last accessed on 29 May 2015. Newacheck, P. W. (2004). Implementing community-based systems of services for children and youths with special health care needs: how well are we doing?  Paediatrics ,  113 (Supplement 4), 1538-1544. Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being.  American psychologist ,  55 (1), 68. Starfield, B. (1998).  Primary care: balancing health needs, services, and technology . Oxford University Press. Tones K, Tilford S (2001). Health promotion: effectiveness, efficiency and equity (3rd Ed.). Cheltenham UK: Nelson Thornes. 

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America’s first second gentleman gets his turn on center stage tonight.

The NPR Network will be reporting live from Chicago throughout the week bringing you  the latest on the Democratic National Convention .

CHICAGO — When President Biden dropped out of his race for a second term, Vice President Harris was hunkered down at her residence in Washington, D.C., with her closest advisers and some family members.

But her husband — second gentleman Doug Emhoff — was running down the street in Los Angeles, with his Secret Service agents close behind. A friend had just told Emhoff the news, but he had left his own phone in the car.

“[I] got into the car, pulled out my phone and my phone was literally self-immolated and of course it was a series of messages: ‘Call Kamala, call Kamala,’” Emhoff recounted to Preet Bharara in his Stay Tuned podcast.

Eventually, Emhoff did manage to speak with his wife, who was in the middle of launching her second presidential campaign. The first time he got to see her was the next day at the campaign’s headquarters in Wilmington, Del.

Emhoff speaks about reproductive rights, and antisemitism

The second gentleman had been caught by flight delays that kept him on the West Coast after a series of events he held on reproductive rights — an issue he’s been vocal about since the Supreme Court struck down Roe v Wade .

Emhoff spoke about the court’s decision last month in Virginia while visiting a medical clinic that provides abortions.

“What we’ve seen is a full-blown crisis,” he said. “We’ve seen the stories of women who had to literally be on death’s door before they got treatment. It’s barbaric, it’s immoral and it must change.”

Another issue Emhoff has taken on is combating the rise in antisemitism . He’s the first Jewish spouse of any president or vice president. After the Hamas attacks on October 7, Emhoff was a passionate voice for Israel for the administration.

“We witnessed a mass murder of innocent civilians. It was a terrorist assault. There is never any justification for terrorism,” Emhoff said, pounding his fists on a lectern while giving remarks at the White House just four days after the attack.

There are fun assignments, too

Emhoff does his fair share of campaign travel, both with Harris and solo. He speaks at a lot of fundraisers. But he gets the occasional fun assignment, too. He’s a massive sports fan, and can talk extensively about his fantasy football league.

His love of sports has ended up sending Emhoff all over the world: he attended the FIFA Women’s World Cup in New Zealand and the closing ceremony of the Olympics.

Stateside, he’s gone to WNBA games, attended the NFL draft and shared his takes on the Los Angeles Rams in several interviews. He has said sports are a tangible demonstration that Americans have more in common than they think.

“It’s something I love like millions of other people, but I do it to show that we can all come together,” Emhoff said on the Rich Eisen Show last month.

Emhoff’s personality — and love of sports — could be a benefit on the campaign trail

Sports could end up being more than just a fun assignment for Emhoff, though.

Kevin Liao, a democratic consultant in Los Angeles, said voters who are skeptical of Harris could end up connecting with Emhoff.

“If someone hears, ‘Oh, Kamala Harris’ husband is really into fantasy football. So am I,’ the next time they see her on TV, the next time they see a TikTok or an Instagram video about her, they might be more willing to listen because they’ve had that introduction to her,” Liao said.

There’s an element of relatability that Emhoff has to voters who like watching ESPN or who are into fantasy football, Liao said.

“He’s a middle-aged man, he’s a dad, he’s a sports fan, he’s seemingly a regular dude and that’s really a strength he should lean into,” he said.

He has a ‘wife guy’ persona

Before Emhoff, an entertainment lawyer by trade, was traveling the country and the world on behalf of the administration, he may have been best known as a “wife guy” – a hyped-up husband who was often posting selfies on social media, cheering on his famous wife.

It’s a reputation that was dented slightly in recent weeks, when news broke that Emhoff had cheated on his first wife Kerstin, with whom he has two adult kids. Both he and his ex-wife released statements that said they continue to have a good relationship with each other, and with Harris as a co-parent.

“During my first marriage, Kerstin and I went through some tough times on account of my actions. I took responsibility, and in the years since, we worked through things as a family and have come out stronger on the other side,” Emhoff said in a statement.

Kerstin Emhoff said, “Doug and I decided to end our marriage for a variety of reasons, many years ago. He is a great father to our kids, continues to be a great friend to me and I am really proud of the warm and supportive blended family Doug, Kamala, and I have built together.”

The couple divorced years before Doug Emhoff met Harris. Harris knew about the situation before they got married in 2014, and it was known about by the people who vetted Harris to be President Biden’s running mate, a person familiar with the details but who was not authorized to speak publicly about them said.

Emhoff and Harris were set up on a blind date by one of his clients. He has said it was love at first sight. On Thursday, when Harris gives her keynote address capping the Democratic National Convention, they will also be celebrating their 10th wedding anniversary.

Friends of Harris and Emhoff say the second gentleman makes it a priority to be a good partner to the vice president.

“I love me some Doug Emhoff,” Sen. Laphonza Butler, D-Calif., told NPR. “He is an unrelenting, unflinching partner. When things are tough, he is right there. At her highest highs and her lowest lows, he is there.”

NPR’s Alejandra Marquez Janse and Linnea Anderson contributed to this story.

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