How
would you develop a national awareness campaign?
Elements of my awareness
campaign
Planning:
There is a lot of
careful planning that needs to take place when putting together a successful national
awareness campaign. I would begin by asking and answering the following
questions:
o
What is important about the issue that we want others to think is
important?
o
Who is the intended audience that we are trying to influence?
o
What is the outcome that we want to see take place?
o
Who stands to benefit and who stands to lose?
o
Are there any obstacles that may be in the way of implementing a
successful campaign? If so, who or what are they?
o
What groups or individuals are on our side? Are these groups or individuals willing to be
active participants?
Messaging:
After answering the
questions above, I would then work on developing compelling messaging.
Messaging will be crucial in delivering a successful campaign. We want our target
audience to learn about and understand the facts regarding radon exposure and
lung cancer. Messaging can take place in the form of commercials, social media
(Facebook, Twitter, Blogosphere), and outreach events. An important part of the
messaging will also include hard data/numbers surrounding the issue. For
example, it is important that the audience knows that the second leading cause
of lung cancer is exposure to radon. This kind of information will show
credibility and provide the audience with vital facts.
Relationship Building:
In addition to the areas listed above, in order
to have a successful campaign it is imperative to build strong working relationships
and collaborate with stakeholders. Their cooperation and support will play a
vital role in ensuring that the campaign message is successfully delivered and
to the right audience. Additionally, stakeholders can prove to be powerful allies.
For example, legislators may help to not only deliver your campaign message,
but they may also help to pass legislation such as requiring those selling property
to test for radon and disclose the findings to the buyer as a condition of the
sell. Below is a list of potential collaborators (stakeholders) that would be
ideal to work with on a national awareness campaign to inform the public about
lung cancer related deaths associated with exposure to radon.
Potential
collaborators (stakeholders):
· Legislators
· Public Health Departments (both national and
local)
· People who have been affected by this issue
· The World Health Organization
· Environmental Protection Agency
· Center for Disease Control and Prevention
· Universities
· The American Lung Association
Hello Angie! This is a great post! I loved how you addressed the type of audience that we are aiming to educate about this issue. As public health professionals it is important to always make sure you know who your target audience is and what they are looking for.
ReplyDeleteHi Navleen! Thank you for comment. I agree that it's important to know who your target audience is when putting together a campaign. By knowing your target audience, you're better able to have a successful outcome.
ReplyDeleteStrong working relationships and finding the right collaborators is what gets the issue off the ground. Messaging is another important aspect of branding and persuasion so I am glad that you included this in your campaigne.
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